ADV305s
58) In the 2019, after years of physical rehabilitation, 43-year-old Tiger Woods staged a dramatic comeback to win the Masters in Augusta Georgia, his first major tournament victory since 2008. This achievement is an excellent example of what type of sports narrative. a. Dynamic character b. Immersive imagery c. Unexpected plot line d. Vivid setting e. Locked in Memory
C
63) Through sponsorship, a brand is hoping to associate with a property and transfer the ___________ fans have from the property to the brand. a. Goodwill a) Passion b) Interest c) All of the above
C
64) When Pittsburg Steelers defensive end 'Mean Joe' Green first appeared in his famous Super Bowl commercial in 1979, what product was he consuming? a. Diet Coke b. LIFEWTR c. Coca-Cola d. Mountain Dew
C
65) According to The Sports Strategist, the Chicago Bears of the NFL are an example of: a. Perennial Winners b. Perennial Losers c. Periodic Winners d. Periodic Losers
C
8) Superstition is considered one of the intangibles in the sports world. Last year, after receiving a letter sent by a 10-year-old fan of rival Manchester United to Liverpool FC Head Coach Jurgen Klopp, asking him to please lose games, what happened next? a. Liverpool lost for the first time in 26 matches in the English Premier League season b. Klopp sent the boy a pair of tickets to the next Liverpool match c. Liverpool continued a record-breaking winning streak d. The 10-year-old fan was made a Liverpool team mascot
A
73) Which sports event always draws the highest female viewership more than any other worldwide television event in sports? a) The Olympics b) The USWNST World Cup c) The WNBA Finals d) The Tour de France
A
68) According to the most recent report by Forbes (May 7, 2021) which team, with an estimated value of $5.7 billion, is the most valuable sports franchise in the world? a) New England Patriots b) Real Madrid c) Dallas Cowboys d) New York Yankees
C
83) According to our lectures, what is considered the 'backbone' of every successful sports franchise finance, a figure representing 25% to 35% of team revenue? a. Sponsorships b. Merchandise sales c. Ticket sales d. Licensing fees
C
84) Despite all the brilliant marketing efforts employed by innovative sports franchises, what is still the single biggest factor that impacts ticket sales? a) The number of star players on a team b) Pre-game tailgating and post-game entertainment c) Performance and success on the field d) The opponent for each game
C
9) Which of the following is an example of 'Owned Media'? a. Coca-Cola :30 television spot played during the Super Bowl b. Article from The Athletic about release of Antonio Brown by the Oakland Raiders c. The Miami Dolphins official team website d. Tweet from LeBron James about Dunkin Donuts e. None of the above
A
91) What is a digital native? a. Someone born and brought up in the age of digital technology and have a familiarity with computers and the internet from a very early age. b. Someone born before the age of digital technology and had to familiarize themselves with upand-coming technologies. c. Someone who is constant connection with technology from the moment they are born and throughout their life. d. Someone who has never experienced technology and has no relevance to changing technological advances.
A
97) AI (Artificial Intelligence) relies heavily on two main factors: deep learning and ______. A. Natural language processing B. Machine learning C. Technology processing D. Audience profiling
A
86) According to our class discussions: 'The Masters' at Augusta National Golf Club in April, the Rose Bowl Game in Pasadena, California on New Year's Day, tennis at Wimbledon's All England Club in July, are three examples of what kind of settings in sports? a) Important b) Rational c) Emotional d) Engaging
C
96) When it comes to insights in fan behavior, which of the following is NOT a key element that today's sports audience wants? A. Access B. Simplicity C. Control D. Rewards E. Participation
C?
1) Which is of these consumer consumption behaviors is indicative of high fan avidity? a. Avid fans will make plans to attend a game to be part of the crowd, or watch on the game on television with friends or in a sports bar with fans who support the same team b. Avid fans pay extra fees for cable subscriptions including pay tiers to follow their team c. Avid fans relish wearing team branded merchandise to demonstrate loyalty and support for their team d. All of the above
D
111) Nike prides itself on signing and retaining the top athletes in sports to shoe contracts. However, currently two of the most popular athletes in sports, seven-time Super Bowl Champion Tom Brady of the Tampa Bay Buccaneers and three-time NBA Champion Steph Curry of the Golden State Warriors, have endorsement deals with what rival shoe brand? A. Reebok B. Converse C. Adidas D. Under Armour E. Puma
D
115) Oakley, the official on-field partner of the NFL, is owned by Italian conglomerate Luxottica, who control more than 90% of the eyewear industry. Since 1999, what other iconic American eyewear brand is also owned by Luxottica? A) Moscot Eyewear B) Zenni C) Ray-Ban D) Warby Parker
C
117) What former Heisman winner voluntarily forfeited his 2005 Heisman Trophy as a result of improper benefits he received as a player while attending USC? A. Matt Leinart B. "JuJu" Smith-Schuster C. Reggie Bush D. Carson Palmer E. "OJ" Simpson
C
129) "Ongoing attempts at recovery and repositioning of issues" falls under which stage of crisis management? A. Provocation Stage B. Action Stage C. Management Stage D. Post Crisis Stage
C
130) A team's heritage (like the storied history of the New York Yankees, for example) falls under which important consideration of the team's identity? A. The Audience B. The Individual C. The Collective D. None of the above
C
18) As reviewed in The Sports Strategist: in 2011, the NCAA held the "Carrier Classic", a staged ESPN college basketball event between North Carolina and Michigan State from the deck of the USS Carl Vinson, a fully functioning aircraft carrier. The event was a huge rating success, inspiring other unique venue 'Sportscape' ideas for the future. What US President was on-board the carrier to address the players and military personnel watching the game? a. Donald Trump b. Bill Clinton c. Barack Obama d. George W. Bush
C
32) What was Lebron James' first official endorsement, a multi-year deal worth six-million dollars, making him a high-school millionaire before he ever played a single game in the NBA? a. Nike b. Oakley c. Upper Deck d. Verizon e. McDonald's
C
34) When LeBron James was about to enter the NBA draft, it ignited a bidding war between rival shoe manufacturers. Which company offered LeBron an unprecedented $100 million guaranteed, ten-year deal, which included a $10 million up-front signing bonus, a deal LeBron ultimately turned down to sign with another shoe company for less money? a. Adidas b. New Balance c. Reebok d. Under Armour
C
40) In 2011, through a revolutionary partnership agreement with the Fenway Sports Group, LeBron became the minority owner of what English Premier League Soccer powerhouse? a. Norwich City FC b. Tottenham Hotspur FC c. Liverpool FC d. Manchester United FC
C
49) The Augusta National Golf Course, where 'The Masters' golf tournament is played in April, is a great example of one of the tools of emotional narrative that we discussed in class. Which tool? a. Dynamic Characters b. Unexpected plot lines c. Vivid settings d. Immersive imagery
C
51) Which of the following NBA athletes has never had a shoe endorsement deal with Nike? a. Michael Jordan b. Kevin Garnett c. Shaquille O'Neal d. LeBron James e. Kobe Bryant
C
52) As part of the 30th anniversary celebration of the "Just Do It" campaign, Nike enlisted which former 49ers quarterback for a controversial television commercial and print advertisement? a. Steve Young b. Jeff Garcia c. Colin Kaepernick d. Joe Montana
C
54) This year, Guinness Irish Stout beer announced a seven-year agreement with The University of Notre Dame that made Guinness the official beer of Notre Dame alumni and fans, a loyal fan base that numbers over 40 million in the United States alone. What iconic Notre Dame legend did Guinness tap to star in a series of commercials to promote the new partnership? a. Joe Theismann b. Spuds MacKenzie c. Joe Montana d. Head Coach Brian Kelly e. Rudy Ruettiger f. Paul Horning
C
127) Hideki Matsuyama became the first-ever Japanese professional golfer to win a men's major golf championship at the 2021 Masters Tournament. Augusta National Golf Club, the stunningly beautiful location of the tournament, best represents which of the following tools of the narrative year after year? A. Dynamic Characters B. Unexpected Plot Lines C. Immersive Imagery D. Vivid Settings
D
132) Which of the following is NOT one of the seven classic story archetypes we discussed in class? A. Voyage and Return B. Overcoming the Monster C. Rags to Riches D. Finding Inner Strength
D
144) What percentage of sponsorship is sports? a. 20% b. 30% c. 50% d. 70% e. 90%
D
71) When developing an integrated marketing campaign, evaluating the differences between "sponsorship" and "advertising", it is important to consider and remember advertising is: a) A standardized persuasive message b) Delivered to a specific targeted viewership c) Can stand alone d) Can be more easily evaluated than a sponsorship e) All of the above
E
24) True or False: In the sports world, when dealing with a crisis, the identities of an organization are automatically caught up in the identities of their players, and therefore the organization is constantly at risk for being impacted by player misdeeds.
true
25) True or False: 'Cause' marketing' is a strategic marketing partnership that pairs a company or a brand with a social cause or cause related organization for the mutual benefit of both.
true
29) True or False: When a cheating scandal occurs in any sport, one of the biggest challenges to overcome for the entire sports community is that cheating of any kind can damage or destroy the integrity of the game.
true
31) True or False: Boston's Fenway Park is an example of a major league ballpark currently without a naming rights deal.
true
33) True or False: Lebron James' film production company is named Spring Hill Entertainment after the housing project of the same name where LeBron and his mother lived in high school, where they were finally able to have a stable place to live.
true
35) True or False: The line item in the Nike annual report, which is typically 11 to 12% of total revenue, called "Demand Creation Expense" which refers to catchall spending on endorsement deals, marketing, and advertising expenses.
true
39) True or False? In 2018, LeBron launched a protein supplement business called Ladder Sport with former Governor of California Arnold Schwarzenegger.
true
42) True or False: Stories are always more powerful than simple facts.
true
47) True or False: A strong team identity creates a competitive advantage.
true
50) True or False: Consistent connected fan, media, and sponsor support drive revenue.
true
59) True or false? Brand is the most central component in Integrated Marketing Communications.
true
60) True or false? It's not enough to be a sponsor, a brand must activate its sponsorship to bring it to life and get consumers to accept the connection between the property and the brand.
true
62) True or false? "Ambush" marketing is the organized effort by a non-sponsor of a given event to benefit from that association without official rights.
true
70) True or false? According to Forbes (June 2, 2021) the highest-paid female athlete in the world is 24-year-old Japanese tennis star Naomi Osaka, who raked in $60 million last year, with $55 million coming from endorsement deals from two dozen endorsement partners including Nike, Google, Sweetgreen, Louis Vuitton, and Mastercard.
true
74) True or False: In sports, the characteristics that determine how a person or a sports organization is not only recognized but remembered are: behavior, style, and heritage.
true
80) True or False: To craft a franchise narrative, one must assess and understand a team's potential storylines and Inventory of your team's most valuable assets which include: Players, coaches, personalities, records, traditions, institution rhetoric, community ties, cherished/historic/unique venue.
true
81) True or False: The foundations of storytelling in sports it is important to complete the narrative circle including what key elements: plot, character, setting to engage audience.
true
85) True or false: Sports, film, and literature all share the same classic storytelling archetypes: Outlaw, Jester, Hero, Ruler, Creator, Innocent, Ruler, Explorer, Sage, Everyman, Magician, Caregiver, Lover.
true
87) True or False: The primary sources of income and the way sports teams make money includes: gate receipts, premium seating, luxury boxes, media revenue, stadium revenue, naming rights, merchandise and licensed merchandise, sponsorships, and shared revenue from the league
true
88) True or False: Recently, ticket sales patterns have changed dramatically: 70% are now sold online through the team website, and outside ticket partners and online ticket vendors such as Ticketmaster, Stubhub, and SeatGeek.
true
89) True or False: For most sports teams, typical ticket sales are comprised of: 50% to 60% full season ticket holders, 10% to 25% partial ticket plan holders, 10% to 25% group ticket sales, 15% to 25% advanced ticket sales, 5% same day walk ups, remaining inventory community promotions and outreach
true
90) True or False: In sports, ticket sales impact every other revenue streams, including sponsorship, merchandise, concessions, and the team image and popularity.
true
99) True or False: The more efficiently that a stakeholder can connect to sports audiences, fans, and consumers, the more profitable they will be.
true
125) True or False: When evaluating a potential brand partnership, there are at least two potential risks to the athlete that can negatively alter the outcome of that arrangement. First, a change in company marketing strategy making the sponsorship less attractive. Second, the poor execution of marketing communications by the company or its advertising agencies.
true?
78) True or False: Three phases of narrative design in sports are as follows: Assess the audience, identify potential storylines of interest, and create the narrative to fit the objective.
true?
76) For every successful sports franchise, a clear understanding of identity is critical to the success of the organization. Which of the following are examples of creating a clear identity in sports? a) Identity drives distinctiveness b) Identity creates a competitive advantage c) Identity establishes differentiation d) Identity fosters strong emotional connections with fans e) All the above
E
95) Which of the following is NOT a touchpoint in the Audience Eco System? A. Blogs B. Social Media C. Podcasts D. Publications E. All of these are touchpoints
E
77) What are NOT one of the four tools for building a great sports narrative: a) Dynamic characters b) Unexpected plot lines c) Immersive imagery d) Vivid settings e) All the above are narrative tools
E?
137) As an Official Corporate Sponsor of the Texas Longhorns, the sponsorship advantages that Japanese automaker Nissan gains from the sponsorship impacts brand: a. Credibility b. Image c. Prestige d. A & B only e. B & C only f. All he above
F
16) For any successful sports franchise, ticket sales impact: a. 25 to 30% of all team revenue b. All other team revenue streams c. Sponsorships d. Merchandise e. Concessions f. All the above
F
106) TRUE or FALSE: Despite his lifetime ban from competitive cycling for "possessing and trafficking banned substances" global cycling icon Lance Armstrong was allowed to retain his seven Tour de France titles.
False
114) TRUE or FALSE: The 2002 Winter Olympic Games were awarded to Salt Lake City. However, it was later revealed that several 'high ranking' IOC members accepted bribes from Salt Lake City officials in order to sway their vote to award Salt Lake City the games.
True
122) True or False: Even for a successful sports franchise, with a history of success and great performances on the field, it is the innovative marketing efforts that are still the single biggest factor that impacts ticket sales.
True
4) True or False: This April 23-25, the NFL used Zoom chat room technology to connect all 32 teams with NFL Commissioner Roger Goodell (and his appointed subordinates) to successfully complete the 2020 NFL Draft on the same days the league had originally scheduled to hold the draft before the global pandemic.
True
93) True or False: When measuring consumer behavior, digital use now exceeds television use.
True
118) TRUE or FALSE: When evaluating a potential brand partnership, there are at least two potential risks to the athlete that can negatively alter the outcome of that arrangement. First, a change in company marketing strategy making the sponsorship less attractive. Second, the poor execution of marketing communications by the company or its advertising agencies.
True?
12) True or False: According to The Sports Strategist, the Pittsburgh Penguins of the NHL offered live-action in-game video replays exclusively for season ticketholders on their mobile device. This was used as an attempt to integrate technology into the in-game experience.
True?
5) On February 7, 2021, who was the losing team in Super Bowl LV? a. New England Patriots b. Los Angeles Rams c. Kansas City Chiefs d. Green Bay Packers e. New Orleans Saints
chiefs
148) True or False: Great sports films like "Rudy" and "Hoosiers" connect with their audiences emotionally because we, as the audience, innately want to root for the underdog.
true
15) True or False: The best sports organization drive revenue using a model that demands a consistent and connected relationship between their fans, the media and the team's sponsors.
true
17) True or False: A successful team ticket sales mix includes community promotions, walk-up-dayof-game ticket purchases, advance game ticket sales, group ticket sales, partial season ticket plans, and a core 50% season ticket holders.
true
19) True or False: In sports, a team's identity is much more than just colors and logos. A strong team identity should be comprised of values, team philosophy, and everything a team wants to be known and remembered.
true
2) True or False: Not only did Tom Brady's arrival in Tampa Bay help propel the Buccaneers to victory in Super Bowl LV, Brady helped turn the Buccaneers into the NFL's most popular merchandise seller in 2020, only one year after being the league's least popular in 2019.
true
113) In 1989, Pete Rose, the all-time MLB leader in hits, games played, and at-bats, was banned from baseball and is officially listed on the "permanently banned" list for induction into baseball's Hall of Fame in Cooperstown. Why? A. Solicited bribes from gamblers before the 1975 World Series B. Posted photos of illicit activities on social media C. As manager of the Cincinnati Reds, he bet on his own games D. Refused to pay alimony or child-support to his two ex-wives.
A
14) As referenced in The Sports Strategist, which MLB franchise implemented a "Lunch and Three Innings" promotion that encouraged fans to spend their lunch break at the ballpark? a. Cleveland (Indians) Guardians b. St. Louis Cardinals c. Atlanta Braves d. Houston Astros e. Milwaukee Brewers
A
22) In the late 1970's and mid-1980's, the football program at Southern Methodist University was investigated and severely punished for repeated violations of NCAA rules and regulations over several seasons. As a result, the NCAA enforced the harshest penalties ever imposed on a Division I football program. What is the unofficial name of that ruling? A. 'The Death Penalty' B. 'The Mitchell Report' C. 'Pony Excess' D. 'The Last Dance' E. 'Bountygate'
A
46) The 'Moneyball' analytics proved that traditional measurement data in baseball wasn't as predictive of success as new, alternative methods. Which was one of these key new analytic measurements? a. On Base Percentage b. RBIs (Runs Batted In) c. Stolen Bases d. Batting Average
A
56) Pete Rose, arguably one of the greatest baseball players of all time, is permanently banned from baseball and prohibited from becoming a member of baseball's Hall of Fame. Why? a. Placing bets and gambling on his own games b. Stealing signs from opposing catchers c. Refusing to pay alimony to his two ex-wives d. Drinking alcohol in the Cincinnati clubhouse
A
6) In March of this year, Tampa Bay Buccaneers season ticket demand surged as a result of what off the field development? a. Rob Gronkowski came out of retirement: Pats traded his rights to the Bucs b. Team announced 20% reduction in season ticket prices c. Tom Brady was signed as a free agent d. Team revealed impressive new uniforms for 2020
A
67) In 2016, Anheuser-Bush's Bud Light sales had been falling. A-B President Alexander Lambrecht reported that the brand would undergo a revamp of image and identity. Which campaign did Bud Light launch in order to attract a younger audience? a. "Up for Whatever" b. "Spuds MacKenzie" c. "Dilly Dilly" d. "Open Your World"
A
7) On March 8, 2019, all 28 members of the United States Women's National Soccer Team filed a gender discrimination lawsuit against the United States Soccer Federation. What is the primary objective of this lawsuit? a. Equal pay for both men and women in the sport b. Increased revenue for the women's team from Nike Team USA sponsorship c. Better health care for the women's team and their families d. None of the above
A
94) What is an Audience Eco System? A. Platform or system of platforms designed to deliver activity, connectivity and engagement from the brand. B. Platform or system of platforms designed to deliver clear, interconnected and easily navigable fan experiences. C. Platform or system of platforms designed to market, sell, and share what audiences truly want from the brand. D. Platform or platform systems designed to create, involve and share an experience for the fans.
A?
10) When creating a compelling narrative, the sequence of events that makes up every great memorable story is called: a. Motivation b. Plot c. Setting d. Conflict
B
105) Three-time NBA Finals MVP Shaquille O'Neal ('Shaq') and four-time Super Bowl Champion Rob Gronkowski ('Gronk') despite their differences, are both attractive to advertising sponsors because they both represent what attribute in the mind of the consumer? A. Both athletes are not afraid to challenge the media B. Both athletes represent 'fun' C. Both athletes are outspoken in their political opinions D. Both athletes engage in outrageous behavior
B
11) According to our lectures, when recreating a sports film based on a true story or a well-known dramatic sporting event, one of the most difficult challenges the filmmaker must overcome with the narrative is: a. You need great actors to pull off the drama of a real-life sports experience b. The audience already knows the outcome or how the game ends c. It takes a large budget to simulate crowds and ensure accuracy of the event d. Hard to obtain the life rights for all the athletes involved in the story e. Audiences today are more interested in comic book themed fantasies
B
119) In 2007, what independent report to the Commissioner of Major League Baseball formally acknowledging the wide-spread use of performance enhancing drugs by many of baseball's most beloved players, to put a stop to the so-called 'steroid-era'. A) The Wells Report B) The Mitchell Report C) The Colbert Report D) The Starr Report
B
134) Which large conglomerate, whose brand products include anything from Tide detergent to Gillette razors, created the "Thank You Mom" Olympics campaign? a. Unilever b. Procter & Gamble (P&G) c. Nestle d. Mars e. Johnson & Johnson
B
140) Fill in the blank: "Today's top-paid female athletes can thank which pioneering group of women professional tennis players who made history over 50 years ago on September 23, 1970." a. "The Magnificent Seven" b. "The Original Nine" c. "The Twelve Mighty Orphans" d. "Maroon Five" e. "The Spice Girls"
B
149) In 2016, Honda activated a marketing idea that created the illusion that the ice resurfacing machines at Boston Bruins hockey games were wrapped to look like a Honda SUV. What rival automaker was directly affected by this successful ambush marketing effort? a. Subaru b. Toyota c. Nissan d. Ford
B
26) According to The Sports Strategist: What D-1 university experimented with a dynamic ticket selling technique called "Purple Pricing" in which the team set a price for tickets that continued to decrease until the event sells out or the set auction price hits a pricing level that guarantees the maximum revenue for the team. a. TCU b. Northwestern c. Kansas State University d. University of Washington
B
3) On March 24, 2020, after several countries told the International Olympic Committee (IOC) they would not send their national teams to compete in the 2020 Summer games in Tokyo, the games were cancelled. When and have the games tentatively been rescheduled to be played? a. Games will be now played in 2021 using facilities built for London in 2012 b. Games have been rescheduled to be played in Tokyo on July 23 to August 8, 2021. c. Summer games have been cancelled so that they don't compete with the 2022 Winter games currently scheduled to be held in Beijing, China. d. Games will be played without fans in Los Angeles in October of 2021
B
44) Not counting the cost of season tickets, season ticket holders usually spend ____ times as much money as other fans do. a. Two (2) b. Five (5) c. Ten (10) d. Twenty (20)
B
48) "Our record this year was 100 wins and 60 losses" is an example of... a. Story b. Information c. Plot d. Narrative
B
57) Which of the following is NOT a plus of advertising through television? a. Television enables message control b. Television requires multiple exposures c. Television has the most involved audiences d. Television is still the primary provider of live sporting events
B
66) Which of the following is not considered about of the Four P's of Marketing? a. Product b. Presentation c. Price d. Place e. Promotion
B
79) When evaluating your audience in sports, what do we consider the six levels of fan engagement: a) Excited, informed, entertained, relaxed, ambivalent, concerned b) Super fans, avid fans, interactive fans, casual fans, occasional watchers, unengaged c) Loyal, impressed, interested, enlightened, amused, undecided d) None of the above
B
138) According to a graph from our lecture, which of the following is the top category by sponsorship spending in the United States? a. Auto b. Beverage c. Sport Apparel d. Bank e. Telecom
B?
92) What is the term used to describe technology that an individual wears to track movements and measure performance? A. Personalized Tracker B. Smart Watch C. Wearable Technology D. GPS
B?
100) In 1972, after a petition from 55 Native American students was presented to the school president, what university made the decision to drop "Indian" as its official mascot? a) North Dakota State b) Wyoming c) Stanford d) Princeton
C
101) On November 27, 2020, Julius Whittier, the first Black letterman at the University of Texas, a member of the 1970 National Championship football team, was recognized by the university with what great honor? a) The field at Texas DKR-Memorial Stadium was renamed Whittier Field. b) The scoreboard at DKR stadium was renamed in his honor. c) A 12-foot statue was unveiled outside the north end of DKR stadium. d) Every Longhorn wore a commemorative "JW" sticker on the back of their helmets.
C
107) Since 1934, which of the following breakfast cereals is well known for featuring prominent athletes on its packages and as a result, has become a cultural icon in the United States? A. Cheerios B. Kellogg's Corn Flakes C. Wheaties D. Frosted Flakes
C
150) What scandal rocked Major League Baseball exactly 100 years prior to the 2019 sign stealing scandal that was brought to light by former Houston Astros pitcher Mike Fiers? a. "Curse of the Billy Goat" placed on Cubs by disgruntled fan b. Boston Red Sox sold Babe Ruth to the Yankees for $125,000 c. Use of foreign substances by pitchers on the baseball was outlawed d. 1919 Chicago "Black Sox" Scandal
D
21) According to The Sports Strategist, in 2008, when the Sonics of the NBA left Seattle and relocated to Oklahoma City to become the only major professional sports franchise in Oklahoma, what were some of the economic effects in the community accredited to the arrival of the Oklahoma City Thunder? a. Property values in Oklahoma City went up by an incredible 472% b. Population increased by 15% as more young professionals stayed in the area c. Optimism stimulated economic growth and an urban renaissance d. All of the above e. None of the above
D
23) When a sports organization is suddenly dealing with a crisis within its organization, which of the following is NOT a recommended response: a. Gather the right people to handle the crisis, immediately b. Get the facts and verify c. Get in front of the issue and monitor social media d. Deny initial reports of the incident and counterattack the accusers e. Communicate what you're doing, be credible, and transparent f. Use social media so your most avid fans are not left in the dark
D
27) A year ago, according to Advertising Age, what Cincinnati based maker of consumer products known for their "Thank You, Mom" Olympic campaign, spent $10.1 billion on advertising, marketing and digital advertising, making it "the world's largest advertiser?" a. Amazon b. General Motors (GM) c. General Mills d. Procter & Gamble (P&G) e. Apple f. Coca-Cola
D
28) The NBA G-League is an example of a brand sponsoring an entire league. Which brand paid to have their product at the forefront of this league? a. Gucci b. Google c. General Motors d. Gatorade e. G-Shock
D
36) What headphones was LeBron James credited with helping launch when he gave a pair to every teammate from the Team USA basketball team at the 2008 Beijing Olympics? a. Bose b. Sennheiser c. Audio Technica d. Beats by Dr. Dre
D
38) Magic Johnson, and his success in business after retirement from the NBA has had a major influence on LeBron James and his advisors. In 2012, Johnson joined Guggenheim Partners for a successful $2 billion winning bid to become the minority owner of what MLB franchise? a. Florida Marlins b. Colorado Rockies c. San Diego Padres d. Los Angeles Dodgers
D
41) Which of the following is NOT one of the seven classic story archetypes we reviewed in class? a. Voyage and Return b. Overcoming the Monster c. Rags to Riches d. Finding Inner Strength
D
43) In our lecture we discussed "10 fact-based sports films worth watching." Which of the following is not one of these films? a. "Rudy" b. "Hoosiers" c. "Remember the Titans" d. "Heaven Can Wait" e. "Miracle"
D
45) Moneyball analytics changed the game of baseball forever. By using data-driven analytics brought to the Oakland A's and former GM Billy Beane, Harvard graduate Paul DePodesta (current GM for Cleveland Browns) shifted Oakland's primarily focus on finding and buying? a. More Fans b. Inexpensive marketing c. Better coaches d. Wins
D
55) The 'Black Sox Scandal' of 1919 is one of the most notorious incidents in baseball history in which members of the Chicago White Sox were accused of intentionally losing the 1919 World Series to the Cincinnati Reds in exchange for money from a gambling syndicate. What is the name of the award-winning film that chronicled this story? a. Chicago Hope b. Gone with the Wind c. All the President's Men d. Eight Men Out e. Three Men and a Baby
D
69) According to the most recent report by Forbes (May 7, 2021) which team, with an estimated value of $5.25 billion, is the second most valuable sports franchise in the world? a) Los Angeles Lakers b) Manchester United c) Washington Football Team d) New York Yankees
D
72) According to our understanding of Integrated Marketing Communications, which of the following is NOT an example of one of the 10 Rules of Integration? a) Share artwork and other media b) Build relationships and brand values c) Think customers first d) Start with a larger budget than you think necessary
D
103) According to our lecture, which of the following are potential risks to a sponsor when signing an athlete to a product endorsement contract? A. The athletes off the field behavior B. The athlete's reduced passion for the sport C. The athlete's injury risk D. The athlete's decreased ability to perform E. All of the above are potential risks
E
108) The 'Black Sox Scandal' is one of the most notorious incidents in baseball history in which members of the Chicago White Sox were accused of intentionally throwing the 1919 World Series to the Cincinnati Reds in exchange for money from a gambling syndicate. What is the name of the film that brilliantly chronicled this story? A. "Chicago Hope" B. "Get Out" C. "The Fugitive" D. "All the President's Men" E. "Eight Men Out" F. "The Trial of the Chicago 7"
E
121) During our final lecture, we covered many reasons why people LIKE sports. Which of the following is NOT one of the reasons why? A. Sports provide a sense of belonging B. Sports give an escape from real world troubles C. Sports psychologically make viewers feel more talented D. Sports, like the theater, provide a venue for emotional expression E. Sports are aesthetically pleasing F. All of the above are reasons why
E
126) According to our lecture, which of the following are potential risks to a sponsor when signing an athlete to a product endorsement contract? A. The athletes off the field behavior B. The athlete's reduced passion for the sport C. The athlete's injury risk D. The athlete's decreased ability to perform E. All of the above are potential risks
E
146) According to our lecture, which of the following are potential risks to a sponsor when signing an athlete to a product endorsement contract? a. The athletes off the field behavior b. The athlete's reduced passion for the sport c. The athlete's injury risk d. The athlete's decreased ability to perform e. All of the above are potential risks
E
147) TRUE or FALSE: In the sports world, when dealing with a crisis, the identities of an organization are automatically caught up in the identities of their players, and therefore the organization is constantly at risk of being impacted by player misdeeds.
true
37) The LeBron James charitable foundation created the "I Promise" program to help the public schools in Akron, Ohio help prevent dropouts. LeBron James and his foundation have taken an active part in creating awareness and participation in this program in what ways? a. LeBron wears a rubber "I Promise" bracelet during NBA games b. His foundation provides meals and motivation to stay in school through personal appearances in Akron elementary schools c. The foundation guarantees a full scholarship to the University of Akron to any child from the "I Promise" program who graduates high school in 2021 and can meet the academic requirements for acceptance into the university d. All of the above
d
112) TRUE or FALSE: Sports fans on the losing side of a contest have been known to exhibit signs of "CORFing" (Cutting Off Reflective Failure) in order to protect their self-esteem.
false
20) True or False: Dynamic ticket pricing undermines the overall profitability of a team and is seen as a bad way to assess a consumer's willingness to pay for a ticket to a given sporting event.
false
30) True or False: For the 2012 Summer Olympic games in London, England, Nike's ambush marketing campaign "Find Your Greatness" successfully undermined the effectiveness of the Olympic Sponsorship of rival shoemaker Reebok.
false
53) True or False: Dynamic pricing is when the price of a product, like a sporting event ticket, remains the same, regardless of circumstance, opponent, or demand.
false
61) True or false. Sponsorship is permanent and is never restricted by the partnership agreement.
false
75) True or False: In team sports, operations (on the field) and business (off the field revenue and building brand equity) do NOT need to be on the same page and can get along just fine without a productive, cooperative working relationship.
false
82) True or False: The way fans perceive a franchise is set in stone. A strong team narrative can't do anything to enhance or reframe public perception of the franchise or sports organization.
false
98) True or False: When it comes to technology, AI (Artificial Intelligence) and AR (Augmented Reality) are essentially the same exact thing, with zero differences between them.
false
102) TRUE or FALSE: "CAUSE marketing" is a strategic marketing partnership that pairs a company or a brand with a social cause or cause related organization for the mutual benefit of both.
true
104) TRUE or FALSE: When a cheating scandal occurs in any sport, one of the biggest challenges to overcome for the entire sports community is that cheating of any kind damages or destroys the integrity of the game.
true
109) TRUE or FALSE In the sports world, when dealing with a crisis, the identities of an organization are automatically caught up in the identities of their players, and therefore the organization is constantly at risk for being impacted by player misdeeds.
true
110) TRUE or FALSE? The term "BIRGing" (Basking in Reflective Glory) occurs when a fan attempts to enhance their self-esteem by aligning themselves with the success of a team for which they had little or no role.
true
116) TRUE or FALSE: In 2013, an independent arbitrator upheld a 211-game suspension assessed by Major League Baseball to New York Yankees slugger Alex Rodriguez, suspending him for the entire 2014 season, the largest penalty for performance-enhancing drug use in baseball history.
true
120) TRUE or FALSE: In 2016, Ray-Ban, the world's most popular eyewear brand, signed a sponsorship agreement with Scuderia Ferrari. As part of that sponsorship deal, the Ray-Ban logo will appear on the iconic red SF16-H Ferrari Formula One car, while Ray-Ban will design and produce an exclusive Scuderia Ferrari Collection of eyewear.
true
123) True or False: Sports speak a different truth to each observer. Each of us puts our self into the story, incorporates the event and its ups and downs into our own narrative.
true
124) True or False: Thanks to VR (Virtual Reality) technologies, athletes can increase their performance with realistic practice simulations.
true
128) True or False: Based on the "tools of the narrative" we discussed, undercover Lyft drivers Rob Gronkowski and Shaquille O'Neal both perfectly embody "Dynamic Characters."
true
13) True or False: Some avid fans who attend sports events regularly can sometimes display the social psychological phenomenon called 'disinhibition' where fans who are ordinarily reserved can turn into fans that shout, yell, stand up, cheer, and high five strangers all around them.
true
131) True or False: In the world of sports, a strong team identity can help create a competitive advantage.
true
133) True or False: According to The Sports Strategist, "a rivalry exists when two teams or players engage in an ongoing, intense, often fierce competition, enhanced by historical, geographical, or circumstantial significance."
true
135) True or False: In terms of strategic marketing, the acronym 'SWOT' stands for: Strengths, Weaknesses, Opportunities and Threats.
true
136) True or False: A sponsorship is a "cash or in-kind payment in return for access to the exploitable commercial potential of that property."
true
139) True or False: It's not enough to be a sponsor, a brand must activate its sponsorship to bring it to life and get consumers to form a link between the property and the brand.
true
141) True or False: "Ambush" marketing is the organized effort by a non-sponsor of a given event to benefit from that association without official rights.
true
142) True or False: Sports sponsorships tend to grow at a slightly faster rate than most other types of marketing and promotion.
true
145) TRUE or FALSE: "CAUSE marketing" is a strategic marketing partnership that pairs a company or a brand with a social cause or cause-related organization for the mutual benefit of both.
true
