Sports Media Final

28. Which of the following is NOT one of the 5 motivations for participating in fantasy sport?

Making money

19. In which way has the internet made crisis response strategies increasingly difficult to control?

Fans are a part of the crisis response strategy now, and organizations need to realize the power of the fan and their social media presence.

21. According to the readings, what is one of the main reasons sport television fails?

Networked over-reached itself by securing expensive television rights, while more people were "cord-cutting" and removing cable packages with sport channels.

When did the problem of first paying student athletes occur?

1939, recruiting people to play for the ivy leagues

In addition to tickets, what are sport marketing professionals selling?

Brand loyalty & History, rituals and traditions

What are three broad ways we can measure if a sponsorship is effective?

Affective effects, Behavior effects, Cognitive effects

What the the two types of congruence?

Functional and Imaged-based congruency

What is meant by "congruency" and what are the two ways we identify congruency?

Functional and image-based congruence

The Linkage Model

Functional: provide labor to actually play (coaches and players, also NBC or ESPN) Normative: shared interests, goals, vales (txst students at a txst games, and local channels) Enabling: control and authority pver resources to operate (mayor, president, and city officials) Diffused: not frequently active but can be (breast cancer- nfl)

43. What did the Sports Broadcasting Act of 1961 grant?

Granted professional sports leagues an exemption from antitrust laws so they could pool members (teams) together to sell broadcast rights to TV and radio

25. When/why did they first problems of paying student college athletes first occur?

In 1939 to recruit athletes to ivy league schools to play football.

What is confirmation bias, and why does this matter in sport sponsorships?

Interpreting new evidence as confirmation of ones existing beliefs or theories

What is the Pickering Balancing Test?

Requires state employees interest in commenting upon matters of public concern against the states interest in efficiently providing public concerns

An example of image-based congruency?

Rolex sponsoring Wimbledon

What is a brand ambassador, and why are they important to a sport organization? Are they necessary?

Somebody who is hired by an organization or company to represent a brand in a positive light, and by doing so, help to increase brand awareness and sales. The brand ambassador is meant to embody the corporate identity in appearance, demeanor, values and ethics.

30. Which of the following are the TWO biggest events that attract sport gambling?

Superbowl and March Madness

36. According to the readings and lecture, there are three categories for team-related causes for fandom. Which of the following is NOT one of those three categories?

Team economics

Title IX of Education Act of 1972

"No person in the United States shall, on the basis of sex, be excluded from participation in, be denied the benefits of, or be subjected to discrimination under any educational program or activity receiving federal financial assistance."

What is relationship marketing as it pertains to sport and sport media?

"attracting, maintaining, and enhancing customer relationships"

Brands use sport for three objectives/categories

-corporate -media -marketing

52. Internationalism is best defined as?

A sense for global citizenship

27. When and where did the first concept of fantasy SPORT first develop?

1960- Harvard

50. What year was Title IX passed into law?

1972

54. What is the approximate increase in the cost of the Olympics from 1896 to 2016?

200,000%

49. Which of the following is a quantifiable benefit of Title IX as it relates to female participation in sport today?

980% increase in female participation in sports since 1970's

What is market prominence bias, and why does this occur/matter?

A brand that is well known/recognized so even if they are not a sponsor, some people associate an even with them

5. Media convergence is best described as

A coexistence of multiple media platforms, and rather than new forms of media replacing old or one type of media, they are viewed as cooperative.

44. Who was Jack Johnson and what was his contribution to sport?

An American boxer who, at the height of the Jim Crow era, became the first African-American world heavyweight boxing champion.

1. What is the best definition of ambush marketing?

An authorized attempt by a non-sponsor to be associated with an event without paying the sponsoring fees.

What is ambush marketing?

Attempt by non-sponsored brand to be associated with an event without paying the sponsorships rights fees

What is ambush marketing? What are the pros and cons of this tactic? Think in terms of both an organization and official sponsors, and then think of the perspective of brands engaging in Ambush marketing to answer.

Attempt by non-sponsored brands to be associated with an event without paying the sponsorship rights fees (A sponsor incorrectly receives credit for sponsorship without actually paying for the sponsorship), happens through confirmation bias. Act like you're with the event as long as you don't actually use their name or logo

What are some of the factors that determine/influence what events brands choose to sponsor?

Attitudes towards the event, Attitudes toward commercialization, Attitudes towards behavioral intent

What is BIRGing and CORFing, and why is it important to sport marketing?

BIRGing: basking-in-reflected-glory, CORFing: cutting-off-reflected-failure & It is important because fans consider themselves part of the team so they will buy stuff and support them

55. Nationalism is best defined as?

Belief that one's home nation is superior to another

42. ______ is a world ranked tennis start who is notable for beating Bobby Riggs in what was dubbed "Battle of the Sexes" in 1973.

Billie Jean King

Who was the tennis player the beat Bobby Riggs in the "Battle of the Sexes" match?

Billie Jean King

What is the definition of sport sponsorship?

Cash or in-kind fee paid to a property in return for access to the exploitable commercial potential associated with that property.

What is the halo or gratitude effect?

Cognitive bias in which our overall impression of a person influences how we think and feel about their character

What are the levels of "social influence" in relationship to marketing in sport?

Compliance, Identification & Internalization

2. What are the three levels of 'social influence" in relationship sport marketing?

Compliance, identification, and internalization

9. An example of a fan thinking they saw a sponsor during an event that was not actually shown is an example of___?

Confirmation bias

What is it called when a fan thinks they saw a sponsor they didn't?

Confirmation bias

10. Brands use sports to meet a number of corporate and consumer objective. These objectives can be classified into three major categories, which are?

Corporate objective, marketing objectives, and media objectives

What are some of the objectives of a sport sponsor?

Corporate objectives, Marketing objectives, Media objectives

24. What is the significance of the Kent Waldrop's injury case in terms of setting precedence?

Courts ruled student athletes were students first, and were voluntarily playing an extracurricular activity, therefore schools were not liable.

15. Which of the following is NOT one of the six reputation drivers that recognizes various stakeholders and their different expectations?

Crisis communication responses

40. Across several studies, Devlin concluded that _____ modesty led to increased fan identity.

Decreased

46. Which of the following is one of Hartman's (2015) drawbacks of ESPN's coverage of Title IX?

Diminished the legal and social realities facing women

29. Which of the following best describes the biggest controversy related to sport video gaming?

Ed O'Bannon & not paying college players

4. Which of the following is not one of the motivations for why people consumer sport media according to Wann et al., (2011)?

Education

48. Karen Hartman's analysis of ESPN's coverage of the Title IX's 40th year celebration identified the emergence of what three themes?

Equality, Opportunity, Guilt/Pressure for future generations

What are 8 motivations for why we watch sport, according to Wann et al., 2001.

Escape, Economic, Eustress, Self-esteem, Group affiliation, Entertainment, Family & Aesthetics

33. Private universities (and therefore students and employees) are granted the same protections regarding freedom of speech and expression as public universities.

False

47. Women's National Soccer Team makes more money than the Men's National Soccer Team because they have won multiple World Cup championships?

False

Who was Kathy Switzer?

First female Boston Marathon runner

26. Which of the following is NOT one of the four different types of fantasy sport communities?

Gamblers

20. Which of the following is NOT one of the goals of strategic communication following a crisis?

Generate new source of revenue

What is internationalism?

Global citizenship

8. Buick sponsoring a PGA tournament would be an example of a _____ sponsor?

Image-based congruent

51. What was a main result of increased consumption of World Cup media?

Increased feelings of patriotism, nationalism, smugness, and internationalism

Which one of these are not one of Benoit's typologies?

Integration

3. Which of the following is not a reason relationship marketing is important for developing and reaching fans?

It costs 75% less than traditional marketing

Papish v. Board of Curators of the University of Missouri

It's the first college case that applied the Tinker Test. Public universities have some ability to restrict speech so they can maintain order on campus "college campuses are not closed societies that are immune to the sweep of the 1st amendment"

1st African American heavyweight champion?

Jack Johnson

53. Patriotism is best described as?

Love for one's nation without reference to other nations

32. Pick whether or not the following ban would be permissible: An athlete tweets that the students of a rival school should all kill themselves. The athlete is suspended from the team, and told he cannot participate until he deletes all social media accounts. Are the student's rights violated, and why or why not?

No, because his statements were not political, religious, or academic, therefore they are not as heavily protected.

41. Who are Tommie Smith and John Carlos, and what were their significance in sport?

Olympic athletes who used sport to protest the treatment of African Americans in the U.S. during the 1986 Olympics by raising a black-gloved fist during the playing of the US National Anthem.

18. What is the definition of a crisis according to Coombs?

Perception of an unpredictable event that threatens important expectancies of stakeholders and can seriously impact an organization's performance and generations negative outcomes

What are the three characteristics of new media as defined by Baym et al. (2012). What examples from the text adhere to these fundamentals? Where do teams excel, and where do teams fail? (possible essay question on exam)

Portability: engage with brands wherever they are Ubiquity: marketers make content available cross platforms Interactivity: focus on building brand through engagement

38. Wann describes a fan's attachment to a team is a_____?

Psychological attachment

Hazelwood v Kulmeirer

School-funded newspaper featured story about pregnancy and divorce "the school had a legitimate interest in preventing the publication of articles it deemed inappropriate that might have the imprimatur of the school"

45. Who was Kathy Switzer?

She was the first female to run in the Boston Marathon.

When was fantasy sport created?

in 1960, by a Harvard Professor

6. There are three ways sponsorships effectiveness is often measured and evaluated. Which of the following is NOT one of those degrees?

Stock market effects

23. What was the main reason for development of the NCAA in 1951?

Student athletes were participating in gambling (game-fixing), so an organization was developed to unite schools to cancel games against guilty teams.

Tinker v Des Moines

Student group wore black armband in opposition to the Vietnam war must be "substantial disruption" of school material or activities "it can hardly be argued that either students or teachers shed their constitutional rights to freedom of speech or expression at the schoolhouse gate"

31. The courts have rules there are four unique circumstances in which student speech may be restricted on campus? Which of the following is ONE of those four circumstances?

The expression is in a school-sponsored activity and might reasonably be perceived to bear the imprimatur of the school

Should sport marketing professionals focus on the on-field product, or the fans?

The fans, the fans are the ones that will buy the product

Rosenberg v. University of Virginia

The school denied funding to a Christian student magazine. Court said university could not withhold student funds from a Christian student publication because of religious viewpoints

11. The best definition for strategic management is______

The set of decisions and actions that result in the formulation and implementation of plans designed to achieve an organization's objective

What made the 1936 Olympics prominent?

They were in Berlin. The first games to be systematically aligned to a political ideology and directly serve as a form of state-directed global soft power Built the first multi-sports Olympic park and invented the torch relay

16. True or False. Fans are an integral part of the modem day crisis communication strategy.

True

37. Personality traits will likely predict who will be a sport fan and how they will behave.

True

39. According to the lecture, research shows that men are more likely to identify with the sport organization where as women are more likely to identify with an athlete.

True

7. The two types or levels of congruency used to categorize and classify sport sponsorship are functional and image-based congruence.

True

17. Which of the following are the three types/clusters of crises according to Coombs?

Victim, accidental, intentional

22. Who invented the term "student athlete"?

Walter Byers

Nationalism as it relates to the world cup

When the U.S. men's team was playing and losing nationalism decreased but after they were eliminated and the games were over, nationalism increased and fans went back to saying they are the U.S. men's team is the best

35. A player questions his ability to coach and decision making publicly on a social media site and then banters with his coach on social media. The coach banned him from Twitter and threatened suspension. According to Brown (2015) would this be constitutionally allowable and why or why not?

Yes, because using the Tinker test some could say criticizing a coach could be a "substantial disruption of or material interference with school activities" and the school's interest outweighs the student athlete's interest.

12. Match the type of stakeholder, as proposed by Rawlings, it its description according to the linkage model.

a. Functional: essential to input and output of the organization b. Normative: share interest, values, problems, and goals c. Enabling: control and authority and resources to operate d. Diffused: not frequently active but may become so under certain circumstances

34. Match the court cases with its main finding

a. Hazelwood: Student newspaper, 2 pages deleted b. Tinker: Students wore black armbands c. Papish: First time Tinker was applied in college d. Rosenberger: Courts said university can't hold funding from Christian group

14. The city of Austin is welcoming a new MLS soccer team. Match the following situational stakeholders using Dozier and Ehling's four classification system

a. Nonpublic: college students at TXST b. Latent public: tax payers in Austin c. Aware public: soccer fans in the Austin area d. Active public: investors and functional stakeholders

13. Match each of Grunig's role of public relations with the appropriate definition.

a. Press agentry: seeking attention (promoting the product) b. Public information: gatekeeping and sharing positive information c. Asymmetrical communication: research-based decision on feedback d. Symmetrical communication: bridging function between the two, cultivates relationships

What are three reasons, as suggested in lecture, that relationship marketing is important

develops psychological attachment, increases product familiarity, decreases risk reduction

Define "new media"

merging traditional media forms with digital technology and focus on interactivity with customers

What is nationalism?

one's home nation is demonstrably superior to another nation within a self-categorized comparison (my country is better)

What is smugness?

one's home nation is superior to all other nations and that other nations should aspire to be more like one's home nation (my country is best)

What is fan identification and why does it matter in sport advertising?

organizations should endeavor to match the values of their organizations to their customers values through strategic and integrated marketing strategies, BIRGing, and CORFing

What is patriotism?

pride in one's own nation without without reference to any other nation (my country is good)

What are 2 categories of user-generated media

rational: knowledge sharing & emotional: social connection and self-expression