chapter 10 310

Which of these is not a reason that athlete endorsement is an effective form of sponsorship?

There is very little risk associated with athlete endorsers.

Which event is generally credited as the catalyst for the emergence of sport sponsorships?

a ban on tobacco advertising

The marketing activities or leveraging that a company conducts to promote and execute its sponsorship is called __________.

activation

The concept of exclusivity in sport sponsorships primarily meets which sponsor objective.

competitive advantage

When two corporate partners attempt to jointly capitalize on a single sponsorship or licensing agreement, it is called ____________.

cross-promotion

When entering into partnerships with sport organizations, nearly all corporate sponsors have the same business objectives.

false

The feeling fans develop toward companies connected to their favorite sport or event when those companies support an activity they enjoy is called __________.

goodwill

Twenty years ago, nearly all sponsorship effectiveness was measured solely by ________, but that is no longer the only metric used by sport organizations and their partners.

impressions

Which of these is not a common objective of sport sponsorships?

improve employee safety

When a corporate partner uses hospitality benefits to reward their own personnel, it is called ____________.

internal marketing

A brand's creation of products, services, and promotions based on the recurrent patterns of attitudes and activities displayed by a particular group, population, or demographic is called _________.

lifestyle marketing

Many sponsors, such as banks, airlines, and insurance companies, know that brand loyalties are often formed as young adults. As a result, these companies often establish sponsorship relationships with college athletics departments in order to get their message in front of a coveted audience: college students. This is an example of what sort of sponsorship objective.

market segmentation

Which of these is not part of the sponsorship triangular business relationship?

media

What sponsorship objective offers sponsors the greatest dollar-for-impression benefit?

naming rights

In the past few years, sponsors have been eager to engage with a sport team's fan base through __________.

social media

What channel is the one most frequently used by sport sponsors to leverage their partnerships?

social media

Which of these terms is defined as the acquisition of rights to affiliate or directly associate with a product or event for the purpose of deriving benefits related to that affiliation or association?

sponsorship

A company enters into a naming rights sponsorship agreement with a sport property because the property has its games televised. What benefit is the company seeking?

to generate media benefits

When following the steps of the sales process, effective sponsorship sellers should begin by researching a prospective sponsor's business and by asking questions rather than making sponsorship recommendations.

true

When sponsors enter into partnerships with sport organizations, they must realize that additional activation spending will be required to leverage the sponsorship effectively.

true