Final exam Sport marketing
What landmark sport television program became the first sporting event to move to prime time television and become as much about entertainment as the sport?
ABC's introduction of Monday Night Football
Which of these is a best practice for sport marketers who are managing social media channels?
Change passwords frequently.
What is the first step when developing a personal brand via social media?
Conduct a personal online audit.
Which of these is not an effective approach by public relations professionals to assist organizational members such as athletes, coaches, and executives?
Encourage them to ad lib during interviews.
What two social media platforms are owned by the same company?
Facebook and Instagram
While parking remains one of sport spectators' largest frustrations, sport teams have made virtually no efforts to reduce parking issues.
False
For any public relations professional, what is the key first step in effectively managing a crisis?
Have a plan.
Which social media platform averages the greatest engagement levels?
Which of these is not one of the major ways sport marketers can have success with Facebook?
Limit interactions with players and coaches.
Which of these depictions of the elements of the standard product channel best represents the secondary sport ticket market?
M - C - C
A ________ is a collection of a person's various attributes, expertise, traits, personality, characteristics, and insights that take place both on and offline.
Personal Brand
The strategic communication process that builds mutually beneficial relationships between organizations and their publics is called _________.
Public Relations
__________ _____________refers to the products available to the sales staff to market, promote, and sell.
Sales inventory
Which of these is not a key reason that social media are important for sport organizations in times of crisis?
Social media provide good channels for revenue generation.
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 of these is not true about good social media managers?
They will always avoid account hacks.
As the frequency of a sport property's events increase, the acceptable driving distance for spectators to reach the event decreases.
True
For a sport organization to deliver engaging content through social media, social media managers must listen to and learn from consumers rather than just disseminate information.
True
For sport organizations, online sales certainly offer consumers more access and control, but many retailers have realized cost savings are not always as high as expected.
True
For team sports with many home games, attendance traditionally goes down for the game immediately following a major promotion.
True
Personal selling and special benefits are the most effective promotions in reaching and maintaining the heavy user.
True
Public relations may take the form of activities as well as formal communication and may involve players, media personnel, staff, mascots, and other product extensions, sponsors, and key components of the organization.
True
Social media platforms provide first impression management tools for corporations and individuals to showcase their own brands and reputations.
True
Teams and sport organizations must establish objectives before developing and measuring social media marketing strategies.
True
Teams have far less control over the message that comes from public relations efforts than from those created by paid media.
True
The chief role of the public relations professional is to serve as the spokesperson to the media and external constituents on behalf of those they represent.
True
The most successful organizations fully integrate their public relations efforts with advertising, marketing, sales, sponsorship, community relations, and social and digital media efforts so that the external messages all reflect the same theme.
True
Which event is generally credited as the catalyst for the emergence of sport sponsorships?
a ban on tobacco advertising
What type of promotion is a sign on the side of a bus that tells about season tickets for the upcoming NFL football season?
advertising
The sport marketing concept of allowing customers to move up or down in terms of their commitment to the organization is known as __________.
affinity elevator
Which of these is a major advantage of a sport organization's strategic community relations initiatives?
allowing fans to see athletes through a different lens and interact with them in a personal way
Today's sport organization public relations professionals _____________.
can foster a social change through the cultivation of athletes' personal stories
Which of these is not one of the approaches to effective personal selling?
commodity selling
Which of these public relations elements deals solely with elements away from the playing field?
community relations
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
The ultimate goal for sport organization public relations professionals is to __________.
cultivate the most positive image possible for their sport organization
The act of reserving a domain name on the Internet, then seeking to profit by selling or licensing the name to the company that has an interest in being identified with it is called _______.
cybersquatting
For most sport teams, the sales generation process starts with ___________.
database marketing
What type of trademark is a commonly used word or phrase that is difficult, although not impossible, to protect?
descriptive
Which of these is not part of the AIDA approach to successful promotional efforts?
directly incentivize
If an advertisement were produced to promote the purchase of Gatorade by comparing its attributes to those of a specific competitor such as Powerade, and that competitor sued, Gatorade could likely use which defense?
fair use
The elements that enhance or diminish the attractiveness of a venue and its surroundings is called ___________.
place ensemble
Which of these is typically not given special consideration when developing non-price promotions?
players
When a sport organization knows a specific, high-demand game will sell out, marketers might set ticket prices for that game higher than all others on the schedule. This is an example of ___________.
premium pricing
What does a customer relationship management (CRM) system provide?
qualified leads or prospects and tracking of customer engagement
Point-of-purchase promotion may also be referred to as __________.
reminder advertising
Which of these is not one of the components that make up intellectual property law?
right of publicity
Which of these is not one of the key symbiotic elements that feed off each other to create conditions that attract fans to sports venues?
technology
When sport marketers examine the drawing radius for events at their venue, distance from the venue is no longer the only key variable. Which of these is not a critical factor in determining how far consumers will drive to attend a sporting event?
the cost of the facility to construct
Which of these is a common concern with non-price promotions?
the impact on merchandise and concession sales
In sport marketing terms, which of these is not an element of the place ensemble?
ticket prices
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
What term describes a word, name, symbol, or device used by a person, generally a manufacturer or merchant, to identify and distinguish its goods from those manufactured and sold by others and to indicate the source of the goods?
trademark
What term describes the reproduction, counterfeiting, or imitating of a registered mark, without the consent of the mark's owner, in an attempt to sell or advertise goods or services that are likely to cause confusion or deceive consumers?
trademark infringement
Which of these has had a major impact on the growth of retail for licensed products among sport organizations?
use of analytics
In what sort of pricing strategy does the team apply different price scales based on factors such as opponent, event, time of season, or day of week before tickets go on sale?
variable pricing
Internet and digital technologies have cut out which element of standard product channels?
wholesalers
When a successful sport public relations professional believes her sport organization has an athlete with a great story to publicize, which of these is not a common next step?
write or produce the story herself, then sell it to a media outlet
The term ______ management refers to the pricing and packaging of tickets to ensure the highest revenue on the sale of the product.
yield
The marketing activities or leveraging that a company conducts to promote and execute its sponsorship is called __________.
Activation
Which of these is not an example of how the Americans with Disabilities Act has affected sport venues?
All facilities are required to carry Wi-Fi capability for assistive devices.
__________ occurs when a company capitalizes on the goodwill of an event by using tactics to imply an official association with that sport event.
Ambush marketing
A larger percentage of sports fans typically watch YouTube content while simultaneously watching a sporting event than the percentage who seek content before or after the event. T or F
False
A successful sport organization employs the same sales approaches to all its customers and potential customers.
False
An important objective of price promotion in sports may be to entice consumers to attend a particular game rather than another game that season.
False
Copyright law is only enforceable if the author of a work has registered it with the U.S. Copyright Office.
False
For team sport marketers, effective promotions should always be geared toward attracting new and infrequent customers.
False
In general, public relations is considered a subset of marketing.
False
In recent years, most professional sport organizations have really tried to distance themselves from partnering with secondary ticket market operators such as StubHub and SeatGeek.
False
Of all the elements of the marketing mix, place decisions are typically the easiest to change.
False
One good social media strategy is to use the same content on as many platforms as possible.
False
Patents protect original works of authorship.
False
Postgame press conferences and shows are a poor place for sport organizations to encourage conversation on social media.
False
Selling over the phone is no longer a common practice among sport ticket sales teams.
False
Static messages are more memorable among sport spectators than moving digital signage.
False
The secondary ticket market has had little impact on the way sport teams sell tickets.
False
Those planning to work in social media for a sport organization should keep a very low-profile personal social media presence.
False
Traditional media outlets such as newspaper, radio, and television occupy the majority of a sport public relations professional's time whereas social media management is generally the responsibility of the sport marketing professionals. T or F
False
When a trademark infringement claim is made, the plaintiff might sue for reasons including abandonment, fair use, and the trademark becoming generic.
False
When entering into partnerships with sport organizations, nearly all corporate sponsors have the same business objectives.
False
While many sport organizations endure crises, the manner in which those organizations handle the situations hardly ever becomes a crisis in itself.
False
Community relations can often be at least as effective as media relations in affecting sales, generating positive public sentiment, and building a long-term relationship (and base) with the community.
True
Consumer satisfaction = benefits - costs.
True
Cost relates not only to overall cost but also to such aspects as payment options and value received for the purchase price.
True
Famous athletes have a duty to disclose their relationships with companies when the athletes provide endorsements for the company's products through personal accounts on social media.
True
It is legal to copyright the broadcast of a live sport event, but the game itself is not copyrightable.
True
Location and number of concessions and bathrooms are part of the amenities offered in the building of a sport facility.
True
Many newer sport venues are trending toward establishing sponsored and branded spaces or entitlement zones within the facility.
True
One primary advantage of using digital and social media as advertising mediums for sport organizations is that communications are evergreen.
True
One way to improve the effectiveness of direct mail is to follow up personal postal messaging with personal digital or social messaging.
True
The primary goal of intellectual property law is to reward invention, ingenuity, and creativity in an effort to maintain a competitive marketplace.
True
Today's media landscape concurrently enables the amplification and celebration of athlete achievements but also the magnification and exposure of negative athlete actions, both on and off the field.
True
Trademarks are protected on the national level by the Federal Trademark Act of 1946, commonly referred to as the Lanham Act.
True
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
Which of these is not one of the common reasons why sport organizations have transitioned to mobile ticketing?
WiFi is always easily accessible around stadiums.
Which of these is not a major factor in the decrease of the use of direct mail promotions by sports teams?
a general decrease in fan identity
Greater emphasis on CLV (customer lifetime value) has resulted in sport organizations doing which of these?
adding more client servicing personnel
While Anheuser-Busch's Michelob brand might be the official beer sponsor of the NBA, Heineken decides to buy extensive television advertising—featuring people enjoying a beer while watching basketball—on TNT during NBA broadcasts. This is an example of which legal sport marketing concept?
ambush marketing
Which of these is not part of the basic model of communication?
amplification
What is the currency of social media?
attention
When social media managers collect user information to create a profile of a group with whom they wish to engage, it is called ___________.
audience segmentation
When a news station airs a story about a local minor league baseball team that will be conducting a crazy promotion, such as the Jacksonville Jumbo Shrimp's "Florida Man" night, it is an example of what promotional marketing activity?
earned media
What sport event frame is represented by a branded tailgating zone with games, big screen TVs, and food, located in the parking lot outside a college football stadium?
festival
Which of these is an example of benefit selling?
flex-plan ticket books
Frank J. Zamboni & Company have trademark protection for the name of the ice resurfacing vehicle they produce. However, if they do not aggressively protect that name, they may lose its protections due to ___________.
genericness
The feeling fans develop toward companies connected to their favorite sport or event when those companies support an activity they enjoy is called __________.
goodwill
Full-menu selling refers to sport organizations that ___________.
have a variety of products to sell, meeting different types of consumer needs
The impact of signage is typically measured using __________.
impressions
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
What is it called when teams work with fans or team followers who have large social media audiences in order to spread team content or messaging?
influencer marketing
When marketers target the people to whom prospects turn for their information, the practice is called ___________.
influencer marketing
Which of these would temporarily stop a party from producing a product that may infringe on an NFL team's trademark rights?
injunction
When a corporate partner uses hospitality benefits to reward their own personnel, it is called ____________.
internal marketing
When sport marketers perform __________ __________, they identify the likelihood of a potential purchase and spend amount by a prospective customer.
lead scoring
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
What are sets or configurations of organizations linked together to deliver a product to consumers?
marketing channels
Which of these is not part of the sponsorship triangular business relationship?
media
Which of these is not an example of an offline item that enhances the game-day experience while promoting the use of social platforms?
mobile ticketing
What sponsorship objective offers sponsors the greatest dollar-for-impression benefit?
naming rights
Direct mail is less effective as a sales technique when ___________.
one generic piece is distributed to a mass audience
Which of these have professional sport teams and leagues done recently with their retail operations?
outsourced the management of distribution and sales of licensed merchandise
Which of these issues related to social media is not a significant concern for public relations professionals for sport organizations?
revenue generated by athlete posts
Offering a postgame reception for those who have held season tickets for 10 or more years is a sales promotion directed at ___________.
rewarding loyalty
What sport marketing legal concept prevents the unauthorized commercial use of a person's name, likeness, or other recognizable aspects of his persona?
right of publicity
Sampling and distributing coupons are examples of what form of promotional marketing activity?
sales promotion
What is one way that many sport properties are growing their market by extending their distribution?
scheduling competition in new markets
A minor league baseball team installing a lazy river that runs through the outfield bleachers where fans can watch the game while sipping pina coladas is an example of ___________.
scrambling the frames of game, spectacle, and festival
Sometimes a logo or mark acquires a mental recognition in a buyer's mind that a product associated with it comes from the same source as the originator of the mark. When this happens, the logo or mark is said to have acquired ___________.
secondary meaning
Which of these is not a role of the public relations department?
selling season tickets
The term "The Masters" is an example of which of these?
service mark
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
What is a collective hub of global digital platforms that allows users to engage, discuss, create, and foster relationships in real time?
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
When sport organizations employ a variety of pricing strategies from time to time to ensure that tickets can be purchased by the broadest range of potential buyers while maximizing revenues, the practice is called ___________.
yield management
