Sport Marketing and Promotion Exam 3
For sport teams that develop a social media strategy, which social network has the most active and engaged followers? Tumblr Pinterest Facebook twitter
A study conducted by the NBA found that social media were far more effective in selling tickets than a targeted e-mail approach. True False
False
Activation costs are typically included within most sponsorship contracts between a brand and a sport team or event. True False
False
For sport organizations, media relations and community relations are essentially interchangeable terms. True False
False
For team sport marketers, effective promotions should always be geared toward attracting new and infrequent customers. True False
False
Most major commercial brands have a few employees dedicated to managing social media for their organizations, but most professional sport teams and leagues have between 8 and 15 staff members dedicated to social media marketing. True False
False
Reactive media relations involves developing mutually beneficial relationships with the media and assisting the media on a variety of issues True False
False
Sales promotions always include some form of price discount for the consumer. True False
False
When entering into partnerships with sport organizations, nearly all corporate sponsors have the same business objectives. True False
False
A co-op sponsorship agreement allows two or more corporate partners to capitalize jointly on a sponsorship or licensing agreement. True False
True
A team's delivery of unique content, breaking news, and authentic insider information through its social media marketing can actually drive fan behavior. True False
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 False
True
For team sports with many home games, attendance traditionally goes down for the game immediately following a major promotion. True False
True
Personal selling and special benefits are the most effective promotions in reaching and maintaining the heavy user. True False
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 False
True
Sport media relations professionals should attempt to balance both public opinion and information with business strategy. True False
True
Teams and sport organizations must establish objectives before developing and measuring social media marketing strategies. True False
True
The job and duties of the sport public relations professional has changed because the public's view of sport has shifted from a focus on competition to a focus on entertainment spectacle. True False
True
To measure the effectiveness of advertising as a promotional tool, the sport marketer should evaluate impact on sales, image, and consumer awareness. True False
True
When entering into partnerships with sport organizations, corporate sponsors have a variety of business objectives. True False
True
When evaluating your sponsorship inventory, VIP parking, arena clubs, tents, and special parties are all examples of hospitality. True False
True
Which of the following is an example of a team leveraging its influencers through social media? announcement of a player trade on Twitter a Facebook page for season-ticket holders only an NHL team establishing a YouTube channel showing its best hits and checks a team Pinterest site
a Facebook page for season-ticket holders only
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 personal selling publicity sales
advertising
Which of the following is a job function typically not performed by sport public relations specialists? crisis management generating and managing story ideas fostering relationships with media and stakeholders facility management
facility management
The sport marketing concept of moving consumers from a state of nonawareness all the way to a heavy user is known as activation positioning promotion frequency escalator
frequency escalator
What sort of benefit is the sponsor of Barclay's Center in Brooklyn, New York, acquiring? gaining hospitaity achieving sales objectives building goodwill gaining naming rights
gaining naming rights
The impact of signage is typically measured using: impressions cost size marketability
impressions
Public opinion is one of the most powerful forces in society. What aspect of sport marketing is designed to formulate and shape favorable opinion through the mass media? public relations media relations community relations advertising
media relations
Which of the following is not a space where teams are growing their social media audience? in-game or in-event in-broadcast digital marketing and advertising modified game form
modified game form
In what form of media relations is the point of initiation the organization rather than an external entity? reactive interactive proactive a and b
proactive
Sponsorship agreements within the sport industry commonly refer to the team, event, or sport organization as the ___________. rights holder brand property agency
property
Offering a postgame reception for those who have held season tickets for 10 or more years is a sales promotion directed at attracting a new customer increasing frequency of purchases rewarding loyalty preventing defection
rewarding loyalty
What type of promotion is represented by offering a family plan for home games in which parents and three kids get tickets, hot dogs, and soda for $30? advertising personal selling publicity sales
sales
Which of the following 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? activation sponsorship marketing positioning
sponsorship
Share-optimized content refers to sport properties using influencers to spread marketing messages and team information virally determining the maximum ticket prices that a team can charge teams' developing fan-friendly hashtags and player Twitter handles the collection of data from consumers by team marketers
sport properties using influencers to spread marketing messages and team information virally
What type of document used in public relations practice helps subjects speaking to the press stay on the desired message? press release talking points fact sheet news advisory
talking points
Which of the following elements cannot be effectively tested when communicating by social media? the best timing for messages the appropriate content ticket pricing decisions surveys and poll questions
ticket pricing decisions
A company thinks that its image in the market is one of poor quality. It enters into a sponsorship agreement with a team that has won six consecutive league championships. What benefit is it seeking? to alter or reinforce public perception of the company to identify the company with the particular market segments to involve the company in the community to build goodwill among decision makers
to alter or reinforce public perception of the company
A company enters into a naming sponsorship agreement with a sport property because the property has its games televised. What benefit is the company seeking? to alter or reinforce public perception of the company to identify the company with the particular market segments to involve the company in the community to build goodwill among decision makers to generate media benefits
to generate media benefits
