Sports Marketing Midterm: Chapters 8-10

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

Activation

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

Which of these is not part of the sponsorship triangular business relationship? a. media b. sponsored property c. corporate entity d. consumers

Consumers

The sport marketing concept of allowing customers to move up or down in terms of their commitment to the organization is known as __________. a. activation b. positioning c. affinity elevator d. frequency escalator

Frequency escalator

For any public relations professional, what is the key first step in effectively managing a crisis? a. Have a plan. b. Call a press conference. c. Write a press release. d. Be careful not to offer any public opinion on the crisis.

Have a plan

The impact of signage is typically measured using __________.

Impressions

Which event is generally credited as the catalyst for the emergence of sport sponsorships? a. Michael Jordan's contract with Nike b. the advent of Monday Night Football c. a ban on tobacco advertising d. the launch of ESPN

Micheal Jordan's contract with Nike

Sampling and distributing coupons are examples of what form of promotional marketing activity? a. paid media b. earned media c. sales d. sales promotion

Paid Media

The strategic communication process that builds mutually beneficial relationships between organizations and their publics is called _________.

Public Relations

Offering a postgame reception for those who have held season tickets for 10 or more years is a sales promotion directed at ___________.

Rewarding Loyalty

In the past few years, sponsors have been eager to engage with a sport team's fan base through __________. a. hospitality b. goodwill c. social media d. in-venue signage

Social Media

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? a. to alter or reinforce public perception of the company b. to identify the company with the particular market segments c. to involve the company in the community d. to generate media benefits

To generate media benefits

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. a. True b. False

True

In general, public relations is considered a subset of marketing. a. True b. False

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. a. True b. False

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. a. True b. False

True

Today's sport organization public relations professionals _____________. a. often have a relatively ample amount of time to react to situations b. can focus strictly on the positive side of athlete and team accomplishments c. can foster a social change through the cultivation of athletes' personal stories d. work strictly with traditional media outlets

Work strictly with traditional media outlets

The ultimate goal for sport organization public relations professionals is to __________. a. sell more tickets b. develop marketing strategy c. cultivate the most positive image possible for their sport organization

cultivate the most positive image possible for their sport organization

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

loyalty

Which of these is not a role of the public relations department? a. planning campaigns b. facilitating interviews c. disseminating press releases d. selling season tickets

selling season tickets

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. a. brand awareness b. image enhancement c. market segmentation d. community relations

Community Relations