ADV 378S Mid-Term
Baseball fans are much more likely than fans of other sports to believe that supernatural forces are at play in their games.
False
In 2016, the Chicago Cubs won their first World Series since 1908, breaking the 71-year old "Billy Goat curse" in Chicago. The 'curse' had taken on added meaning after a fan interfered with a foul ball in 2003 that Cubs fans believe cost them a trip to the World Series. Do you think baseball fans are more likely to believe in superstitions and the supernatural than fans of other sports?
False
When talking about social media and fan avidity, "identification" is the stage in a relationship where fans can easily identify and relate to each star player on the team.
False
When evaluating desirable social media outcomes for both brand marketers and sports teams, which does the acronym "UGC" stand for?
User-Generated content
For both sports teams and marketing partnerships, when posting for social media, involving prominent athletes and celebrities drives engagement because:
All of the above
In social media, particularly on Twitter and Instagram, the use of hashtags and hashtagged words is considered necessary because:
All of the above
Kevin was a highly sought-after high-school recruit, with more than twenty D-1 scholarship offers from all over the country. What is the reason Durant give for choosing Texas over his childhood dream school, North Carolina?
All of the above
Last year, after a lopsided loss to the New England Patriots and a winless 0-5 start, the Washington Redskins fired head coach Jay Gruden. Negative social media posts from fans helped accelerate the lack of fan support for Gruden and the need for an immediate coaching change by "stirring the pot of discontent". What other factors contributed to Gruden's firing?
All of the above
Which NFL team recently undertook a massive re-branding of the uniforms, abandoning the previous uniform look of the franchise's only Super Bowl Championship, in favor of a more aggressive graphic approach using a new darker green and white as a secondary color.
New York Jets
"You can't tell anybody anything unless you get their attention first" is the consumer communication strategy of what sports marketing icon?
Nike Co-Founder Phil Knight
Perennial powerhouse college football programs like Alabama, Notre Dame, Clemson, LSU, Michigan, and Texas tend to value long term consistency, keeping the same uniform and color combinations from year to year. What school is known for taking the opposite approach, creating a new uniform for every game?
The Oregon Ducks
Which engagement technique is classified as "prompting interaction?"
All of the above
Which hashtag is using "Pascal Case"
#GoGiants
Which is not one of the core hashtags the UT athletic department has decided to use in every post
#OrangeNation
When talking in terms of fan avidity, "identification" is the stage where:
A fan is happy, proud, and comfortable to be seen as a team's fan and will often take steps to make that identification known to others.
Durant announced his intention to leave the Oklahoma City Thunder to join the Golden State Warriors using what platform?
A letter on The Players Tribune
Proper timing can substantially enhance fan engagement. Which of these is a good example of proper social media postings?
All of the above
The New York Jets recently completed a uniform update, which included modifications to the logo, and all team graphic standards. How did the Jets communicate the update internally, and to its avid fans and sponsors?
All of the above
What successful sports franchise could be recent evidence to support the theory of color that red...
All of the above
When we talk about the best social media practices when posting to maintain or encourage enduring fan support and strong fan avidity, which is an example of utilizing 'relative' performance?
All of the above
When writing a social media post, which of the following fundamentals of good journalism apply?
All of the above
Which is not one of the kinds of content recommended to attract readers
All of the above
Which of the following are examples of best practices to achieve visual success when creating a strong social media post?
All of the above
Which of the following data regarding
All of the above
Which of these consumer behaviors is indicative of high fan avidity?
All of the above
Why is it important for those working as sports communicators to understand the background of a specific team or and relate that knowledge to appeal specifically to the team's loyal, avid fan base?
All of the above
During class, we watched a short film that revealed how Shaquille O'Neal...
Announced his retirement from the NBA to all his followers before he informed the media.
Which social media audit measurement refers to how often indic=vidual respondents "like" or "favorite" a brand's social media content?
Applause Rate
Which of the below is not one of the suggested guidelines for athletes or anyone associated...
Blame others for a bad performance, disparage the opposition, last out at fans and the media.
When Kevin Durant left Oklahoma City to join the Golden State Warriors, many in the media, including outspoken basketball analysts Charles Barkley and Steven A. Smith were critical of his move. Why?
Both A and B (Barkley, Smith)
Should social media strategies that promote fan interaction also include traditional mass media such as television and radio?
Both A and B (Yes & Yes)
Which examples are best practices in social media to promote fan avidity?
Both a & B... create higher levels, give fans
A sports fan who laments his or her team's failures using the pronoun "us" versus "they" is exhibiting what kind of behavior?
CORFing
When managing a sports franchise social media content, a good way to ensure well-developed graphics are quick efficient posting in sports social media is to:
Develop a smart graphic template and anticipate probable uses, making it possible to simply "drop-in" things like photos, key stats, and scores while maintaining graphic consistency.
Before an individual can become an avid fan, they tend to want or need some kind of emotional bonding with their team of choice. In the pyramid of fan avidity, which kind of fan involvement is most valuable for a team to achieve?
Enduring
A sports franchise should always respect its most valuable fans, the season ticket holders, families, and the multigenerational fans. They are called what:
Enduring Fans
Which of the following is NOT one of the positive effects of Eustress:
Eustress can cause a player to choke and destroy a player's legacy
What was the emotional reason KD later revealed why he chose Texas?
He valued the unconditional love and support he found at Texas
While KD's playing career at Texas lasted only one-year, what accomplishment of KD was Texas Head Basketball Coach Rick Barnes most proud of?
His last semester at Texas, Durant made the dean's list
What do you think the most important factor when deciding the posting timing for sports social media?
Immediate proximity to the event or the contest as it takes place...
Use of this platform is said to be an engagement strategy in itself because it is driven by visuals and video, and therefore, can achieve higher engagement scores than other social media platforms:
___ is the social media platform tailored to visual storytelling and features extremely high engagement rates.
Which NBA team owner expressed his team's philosophy to promote and encourage fan engagement with the following statement: "We don't sell the game of basketball; we sell unique, emotional experiences."
Mark Cuban, Dallas Mavericks
In our class lectures, we reviewed the best practices and discussed the exceptional game day photographic from which NFL franchise?
Miami Dolphins
The seven stages of the avid fan development ladder include:
Suspect, Prospect, Customer, Client, Member, Advocate, Raving Fan
Sports franchises work very hard to encourage USG (user-generated content) because studies have shown:
The best fans are the avid fans who are emotionally invested and are more likely to participate
Sports fans who attend games regularly can sometimes display reckless behavior while in a group setting that is evidence of the social psychological phenomenon known as 'disinhibition'.
True
According to the hierarchy of social media best practices, which type of social media posts would likely draw more fan engagement?
Those using video
Kevin Durant wore the number 35
Tribute to his AAU coach Charles Craig who was only 35 years old when he murdered outside a sports club in Maryland
"OU Sucks" is an example of high fan avidity behavior known as 'In Group/Out of Group' bias.
True
"Superstition" is a phenomenon that is not exclusive to baseball. Every sport has a loyal fan base that believe in some unforeseeable fate, the supernatural, or some other unexplainable factor that contributes to the success or failure or their team.
True
A 'meme' is a virally-transmitted photograph that is embellished with text that pokes fun at a cultural symbol or social idea. The majority of modern memes are captioned photos or videos that are intended to be funny, often as a way to publicly ridicule human behavior
True
A University of Texas athlete (regardless of the sport) who were to post "OU Sucks!) or uses the hashtag "#OUSux" on their personal social media account would most likely be in violation of team and Big XII conference social media guidelines.
True
A recent example of superstition in sports: A 10-year old Manchester United FC fan wrote to Liverpool FC manager Jurgen Klopp asking the Liverpool team to stop winning games. In his letter, the young boy asked Klopp if it would be possible for Liverpool to lose some games so that they would not win the English Premier League. Klopp responded and told the boy "loosing" was not in his job description. After news of the letter went viral, Liverpool, which had not lost a match the entire season, lost three games in a row.
True
A strong iconic photograph is a great way to enhance fan participation and engagement on Instagram, Facebook, and Twitter.
True
A theory exists within the context of fan avidity, that says athletes play a role in today's society who play for a city, club, or school. That is similar to the role played in the past by waring members of prehistoric primitive tribes.
True
An enduring sports fan of a team (or player) tends to want or seek some kind of emotional bonding with their team of choice. That emotional bond is typically attached to that team winning a championship, or the fan's emotional investment in the quest for a championship.
True
As a result of Durant's generous 3 million-dollar donation to The University of Texas in 2017, the main entrance to the Denton A. Cooley Pavilion outside The Erwin Center is now called the Kevin Durant Texas Basketball Center, and the men's basketball facilities are now called the Kevin Durant Basketball Facility for Men.
True
At age 15, during a visit to Oak Hill Academy, a prominent high school that had helped develop a pipeline of NBA players, Durant held his own playing against working out against two future NBA first round draft choices, Josh Smith and Rajon Rondo.
True
Durant grew up in Prince George Country, in the suburbs of Washington D.C. ...
True
Durant's three million-dollar donation to the University is the largest donation ever by a former Texas basketball player to UT.
True
Four days after re-signing his third straight two-year contract with the Warriors, while browsing Instagram, Durant took offense to a post from what turned out to be a 17-year old aspiring journalist. Durant and responded with private messages to the individual, which were in turn posted and proved embarrassing to KD.
True
In best practices, simply asking your audience to participate or do something (comment, share, like) will increase engagement.
True
In class, we reviewed the "Hierarchy of Effectiveness" for posting content on any social media platform. That top to bottom hierarchy is 1) Video 2) Photographs 3) Designed Graphic Messages 4) Memes 5) GIFs 6) Emojis 7) #hashtags 8) proprietary content
True
In sports, social prestige can occur when a high amount of contact breeds familiarity which breeds attractiveness, and can include family, peers, and community. Social prestige can also be enabled by focusing on having a great time in a cool stadium even when not winning (Chicago Cubs).
True
In the context of social media "Evergreen" content doesn't have an expiration date, and can't become obsolete, and typically will have the same value for users today as it will in the year.
True
It is generally a good idea to use many hashtags on Instagram, but fewer are appropriate on Twitter.
True
Many of the most successful athletes of all of sports, including Tom Brady, Muhammed Ali, Joe Montana, LeBron James, Wayne Gretzky, and Michael Jordan, have been known to actively seek and need stressful situations or challenges to prove their self-worth to themselves, to their fans, and to their teammates.
True
Most successful internet memes use humor and appeal largely to the adolescent and post-adolescent demographic: this demographic is much more likely to discover memes, understand the humor behind them and will in turn forward to friends.
True
One of the primary appeals of social media for avid sports fans is that it provides fans with unprecedented, instantaneous access to: team, player, coach, and the media
True
Pantone 159 is the official burnt orange color that is unique to The University of Texas at Austin.
True
Recently, the downside to social media use has been significant enough so that consulting firms now offer services to universities and their players to help educate and try to reduce the risk of harm to an athlete.
True
Scientific studies conducted in the UK and other countries suggest that teams wearing the color 'RED' actually enhances athletic performance.
True
Simply asking your followers or your audience to do something (comment, share, like) in itself will increase engagement.
True
Sports fans can become addicted to 'Eustress' or the moderate psychological stress which can interpreted as being beneficial for the person experiencing the stress because sports can provide sports fans with emotional fulfillment or the sense of accomplishment
True
Sports fans on the losing side of a contest have been known to exhibit signs of "CORFing" (Cutting Off Reflective Failure)
True
Texas scout Russell Springmann, who grew up in the same DC/Maryland/Virginia region as Durant, was one of the first college scouts to recognize and see the potential and talent of Durant. Durant would visit Texas because of a promise he made to Springmann.
True
The "Amplification rate" refers to how often respondents share a brand's social media content.
True
The "conversion rate" in the context of social media, relates to the traffic that was generated by a social media post that resulted in the desired action based on that post (that action can be a visit to a website, sign up for a contest, or the purchase of a ticket to an event).
True
The 'engagement rate' can refer to both the success of a marketing campaign as well as the social media influencers evidence of their engaged audience.
True
The acronym GIF most often refers to a short, animated picture without sound. GIFs are typically used to portray an emotion or a reaction.
True
The characteristics and stages of disinhibition which can result in the loss of normal inhibitions include: group presence and size, social arousal, decreased self-awareness, physical anonymity, diffused responsibility, deindividualization, increased responsibility to situational cues.
True
The five accepted prerequisites that every sports franchise must work to encourage in order for that franchise to grow an avid fan base are: identification, passion, avidity, and consumption.
True
The highly identified fan will experience 'emotional enhancement' or feelings of excitement, enjoyment, and pleasure. Research indicates that some fans can experience feelings of immortality - shields against fears of death - feelings of salvation and victory that can last a life time.
True
The main objective of a meme is a spread that idea "virally" from one person to another via Twitter, Facebook, or Instagram. The most common meme is an image of a person or animal with a funny or witty caption.
True
The phenomenon we call "superstition" is a big factor in the sports world. Both athletes and sports fans at times can believe in some unforeseeable fate, "jinx", supernatural force, or unexplainable factor that influences the success or failure of individual performance or the outcome of a contest.
True
The term "BIRGing" (Basking in Reflective Glory) occurs when a fan attempts to enhance their self-esteem or image by aligning themselves with the success of a team for which they had little or no role.
True
The three most recognized sports logos in the world are the Dallas Cowboys, New York Yankees, and Texas Longhorns.
True
The use of color is important in a successful social media post because color can affect the psychology, emotion and desired response to a social media post.
True
User-generated content (UGC) is the act of consumers promoting a sports team or a brand rather than the team or brand itself. USG can be any type of content created by users or supporters of a brand and made accessible via social media. Types of USG can include videos, pictures, blog posts, testimonials, comments, and anything in between.
True
Using a player's normal name rather than his Twitter handle in the copy of a post is preferred practice because it enhances clarity and readability.
True
When posting content for social media, the "voice" references the type of personality projected with the content, attributes should include words, pictures, and the overall attitude of the message.
True
When posting for social media, multiple choice games, polls, contests and quizzes have proven to be effective with avid sports fans
True
When posting for social media, starting a post with a question and inviting interaction with "would" will help drive spikes and "likes"?
True
When posting on Twitter, starting a new post with a question and inviting interaction with "would" will help drive spikes and "likes".
True
When posting social media content, asking questions is an excellent method of generating fan engagement.
True
When posting social media content, asking questions is still considered an excellent method of generating fan engagement.
True
With Twitter and Instagram, and other social media platforms, a smart engagement technique is classified as "prompting interaction" with the use of polls, running contests, asking for photo captions and responses.
True
___ is the social media platform characterized by operating in real-time, featuring breaking news reports and reactions with high posting frequency.
"If you can meet with triumph and disaster and treat those two imposters just the same" is the inspirational quote from Rudyard Kipling that hangs above the players entrance to what legendary sports facility?
Wimbeldon
