INT. COMM FOR SPORTS MIDTERM
which is an example of owned media? a. leveraging your youtube channel to host all your video content, including tv and product promos b. consumers sharing your product on their insta c. an ad from your company shown during the super bowl d. consumers posting a pic of your store on snapchat
a. content on youtube
in 2014, 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 on the Super Bowl in order to attract a younger audience? a. up for whatever b. spuds mackenzie c. dilly dilly d. open your world
a. up for whatever
in 2014 who struck a five year $400 million deal with the NFL to make their tablet the official laptop of the NFL a. Apple iPad Pro b. Microsoft Surface c. Samsung Galaxy Tab d. Dell latitude
b. Microsoft Surface
From the Sports Strategist: What Big-10 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. Northwestern
Which company, known for their "Thank you, mom" Olympic campaign, was referred to in our lectures as "Earth's biggest advertiser?" a) Nike b) Procter & Gamble (P&G) c) General Motors (GM) d) McDonald's e) Coca-Cola
b. P&G
According to our lectures, advertisers typically typically justify the high cost of running a commercial during the Super Bowl because to it is a significant way to build brand _______________ for their product or service among a large, highly engaged audience. a) Profits b) Awareness c) Positive associations d) A fan base e) Strength
b. awareness
jets quarterback Joe Namath has been one of the most effective and memorable athlete endorsers in sports marketing history. what was his nickname? a. mighty joe b. mean joe c. broadway joe d. no ordinary joe
c. Broadway Joe
what NY sports team is mentioned in the sports strategist as a recent example of a team that needed to design and create a new identity for their franchise? a. NY rangers b. buffalo bills c. Brooklyn Nets d. NY mets
c. Brooklyn Nets
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. smartwater c. coke d. gatorade
c. Coke
one of the first endorsements in sports history came in 1938 when Adolf "adi" Dassler, the co-founder of Adidas, convinced one prominent American track star to wear his new lightweight track spikes in the 1938 Olympic games in Munich, Germany. Who was this athlete? a. harold abrahams b. mike trout c. jesse owens d. eric liddell
c. Jesse Owens
in the 2012 Summer Olympics in London, who successfully ambushed the official Olympic Sponsorship by Adidas? a. new balance b. home depot c. nike d. under armour
c. Nike
For first season in the MLS, Austin FC recently announced their official jersey sponsor will be what Texas based company? a) Southwest Airlines b) 7-Eleven c) Yeti d) Dell Computer
c. Yeti
according to The Sports Strategist, the Chicago Bears are an example of a. perennial winners b. perennial losers c. periodic winners d. periodic losers
c. periodic winners
in the late 70s and mid 80s, the football team at SMU was investigated and punished for repeated violations of NCAA rules and regulations over several seasons and over an extended period of time. as a result the ncaa enforced the most sever penalties ever imposed on a Division I program. what is the unofficial name of the ruling? a. the death penalty b. the mitchell report c. the decision d. bountygate
A. The Death Penalty
true or false: in the sports world, when dealing with a crisis, the identities of an org are automatically caught up in the identities of their players, and therefor the org is constantly at risk for being impacted by player misdeeds
TRUE
true or false: its not enough to be a sponsor, a brand must activate its sponsorship to bring to life and get consumers to accept the connection between the property and the brand
TRUE
true or false: some avid fans who attend sports events regularly can display the social psychological phenomenon called disinhibition. Even people who are ordinarily reserved can become fans that shout, yell, stand, cheer, and high five strangers all around them.
TRUE
true or false: sponsorship has tended to grow slightly faster than most types of marketing and promotion
TRUE
true or false: the activation of a sponsorship is an expense to the sponsor over and above sponsorship fees
TRUE
true or false: exclusivity is a major benefit of sponsorship that cannot be achieved through advertising
TRUE
Which of the following is an example of "owned media"? a. Coca cola tv spot played during super bowl b. Article from the athletic about the release of Antonio Brown c. The Dallas cowboys official website d. A tweet from Rob about dunkin donuts e. None of the above
C.
the black box 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 throwing 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 presidents men d. eight men out e. three men and a baby
D. Eight Men Out
when a sports org is suddenly dealing with a crisis w/in its org, which of the following is NOT a recommended response
D. deny initial reports of the incident and counter attack the accusers
what sports team franchise is the worth the most money
Dallas Cowboys
True or False: Advertising success is more difficult to evaluate than sponsorship success.
FALSE
True or false: "owned media" is bought from local and national tv and radio stations, newspapers, FB, and other online advertising platforms
FALSE
true or false: paid media is set and produced by a teams own channels, web site, social media, in game entertainment, and arena signage
FALSE
true or false: sponsorship is permanent and is never restricted by the partnership agreement
FALSE
true or false: earned media includes favorable local and national news and editorial coverage about your team and your players and includes any online coverage
TRUE
which US based consumer products giant signed a ten year agreement to be the global partner w the International Olympic Committee through 2020?
Procter and Gamble
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 mutual benefit.
TRUE
True or False: According to the Sports Strategist and most sports analysts, when developing a strong franchise for the future, it is important for the organization to infuse ethics with decision making.
TRUE
True or False: According to the Sports Strategist, the ideal revenue generating framework (page 100) is organized into these six categories: a) Game Day (ticket sales, parking, concessions) b) Media (TV, digital, mobile) c) Sponsorships (both team and league) d) Events (Venue, Audience Appreciation) e) Merchandise (clothing, apparel, licensed products) f) Subsidies (revenue sharing, government funding, pledges, donations)
TRUE
True or False: Dodger Stadium and Yankee Stadium are two examples of major league ballparks without a naming rights deal.
TRUE
True or False: For the 2012 Olympic games in London, Nike's ambush marketing campaign "Find Your Greatness" successfully undermined the effectiveness of the Olympic Sponsorship of rival shoemaker Adidas.
TRUE
True or False: In today's sports climate, winning in sports business without winning on the field is no longer a luxury, it is a necessity.
TRUE
True or False: The stories surrounding the Chicago Cubs and the strange superstitions surrounding their inability to win a World Championship since 1908 (The Cubs broke the 71-year old 'Curse of the Billy Goat in 2016) has helped define the Cubs organization and its fans as "lovable losers".
TRUE
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 hurts or destroys the integrity of the game.
TRUE
True or false: According to information in the Sports Strategist, Miami Heat owner Mickey Alison and the Miami Heat were unprofitable for the 2011- 2012 season even after winning its second NBA title in only 23 seasons.
TRUE
True or false: According to the Sports Strategist, the vast majority of sports organizations fall into the category of "Periodic" winners
TRUE
True or false: the four stages of f crisis evolution are set up and ordered as follows: 1. Provocation stage 2. Action stage 3. Management stage 4. Post crisis stage
TRUE
true or false: Most sports professionals argue that the best way to maximize success as a franchise is to do everything feasible to you're your organization a perennial winner
TRUE
true or false: Serena Williams is the richest female athlete in the world
TRUE
true or false: according to the sports strategist, sports orgs fit into three main categories of winners. they are: perennial winners, perennial losers, and periodic winners.
TRUE
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
true or false: ambush marketing is the organized effort by a non-sponsor to benefit from an association w/out official rights
TRUE
true or false: brand is the most central component in integrated marketing communications
TRUE
What NFL team continues to face controversy over the derogatory nature of their franchise name, while ownership continues to maintain the stance that the team name is a critical part of its identity, with tradition and meaning where the team has been, and where it wants to go in the future. a) Minnesota Vikings b) Cleveland Browns c) Washington Redskins d) Kansas City Chiefs
c. redskins
which sporting event gets the highest female viewership more than any other worldwide tv event in sports a. womens world cup b. WNBA c. the olympics d. tour de france
c. the olympics
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. General Mills C. GM D. Gatorade E. G-Shock
d. Gatorade
According to sports strategist, developing an identity requires examining a. the audience b. the individual c. the collective d. all the above
d. all
through sponsorship, a brand is hoping to associate with a property and transfer the ___________ fans have from the property to the brand a. goodwill b. passion c. interest d. all
d. all
In 2016, Maria Sharapova, at the time one of the highest paid female athletes in the world, was suspended for two years by the International Tennis Federation after it was revealed she had failed a drug test for a banned performance enhancing substance. How did her sponsors respond to the suspension? a) TAG Heuer, American Express, and Avon dropped her as a sponsor b) Nike, Evian, and Head stood behind her. c) Her sponsors all stood behind her d) Both A and B are correct
d. both A & B
according to our reading on integrated marketing comm, which of the following is NOT an example 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 large budget
d. large budget
After cyclist Lance Armstrong was charged with and later admitted to using performance enhancing drugs during competition , what was the outcome? a. sponsors dropped all ties to him b. he agreed to repay the US federal gov 5 mill to settle a lawsuit that alleged Armstrong defrauded the gov and taxpayers for violating rules c. he was stripped of all 7 Tour De France victories d. he resigned from the LIVESTRONG foundation e. all the above
e. ALL
when developing an integrated marketing campaign, evaluating the differences between sponsorship and advertising it is important to consider advertising is... a. a standardized persuasive message b. delivered to specific targeted viewership c. can stand alone d. can be more easily evaluated than a sponsorship e. all of the above
e. all
when seeking an athlete as a spokesperson, which of the following attributes should a smart brand consider before signing an endorsement deal with the athlete? a. inspirational performance in his or her sport b. unique personality, charm, sense of humor c. unblemished off the field activities d. physically attractive e. all of the above
e. all
which is not considered one of the 4 P's of marketing a. product b. price c. promotion d. placement e. process
e. process
According to the Sports Strategist which of the following is NOT an example of tangible things an organization can do and control off the field to help position that organization for success without an over reliance on the promise of winning on the field: a) Design a clear identity b) Construct enduring narratives c) Master new technologies d) Maximize revenue with analytics e) Develop public support f) Craft a crisis blueprint g) Trade overpaid players that don't perform as expected on the field
g. trade overpaid players