Kin 332 Exam #2
True or False: It is essential that members of a sport organization have a common purpose or objective, but they do not have to be willing to contribute and cooperate together
False
True or False: Super Bowl ad costs reached their apex in the 1990s but have steadily declined in the 21st century due to declines in television ratings.
False
True or False: Television was the first major electronic medium in the United States.
False
True or False: The ABC television broadcast of the 1943 "Battle of Sexes," in which Billie Jean King defeated Bud Collins at Madison Square Garden, helped make it acceptable to be female athletes.
False
True or False: The majority (51% or higher) of fantasy sport participants in the United States are white married males with at least one college degree.
False
True or False: The most popular social media in the world (per number of users) is Twitter.
False
The first U.S. newspaper sports department and first newspaper sports section both initially appeared at newspapers in the late 19th century in what city?
New York
Organizational communication in sport refers to the process by which messages are created, exchanged, interpreted, and ______ within a system of human relationships in sport.
stored
True or False: Although it may bring more attention to their sports, the four major professional men's sport leagues in the United States cannot earn any revenue from legalized sport gambling.
False
True or False: An example of an informal network in an organization would be a group of employees assigned by the director to examine how the organization can reduce expenses
False
True or False: Channels that fit into the most interactive category are always the preferred choice for effective communication
False
True or False: Demographics include elements such as one's cultural norms, beliefs, values, and lifestyle.
False
True or False: Due to stagnant economic growth in the U.S. economy and the declining popularity of sport, the number of companies using sport sponsorship to enhance their brands has dramatically decreased.
False
True or False: Web 2.0 had limited features, while the current Web 1.0 features the accessible networks and platforms that now dominate the Internet.
False
True or False: When preparing coaches and athletes to interact with media, the recommended first step of the sport public relations professional is to brainstorm with the interviewees about what questions might be asked by reporters.
True
True or False: According to research cited in the text, younger generations are less likely to watch full games or live broadcasts; instead, they prefer to consume sport through highlight clips or by watching short videos about their favorite teams or athletes.
True
True or False: As of 2019, only 57 percent of the world's population had never been online.
True
True or False: Each of the four major professional men's team sport leagues in the United States earn at least $1 billion annually through e-commerce.
True
True or False: First impressions are often the most difficult perceptions to change, and the manner in which an organization initially responds to a crisis often exerts a dramatic effect on the public's perception of the crisis.
True
True or False: Marketing communication is an all-encompassing term covering such elements as graphic design and public relations.
True
True or False: Most professionals in organizations work with communications technology throughout the day, with email being the most commonly used type of current communications technology
True
True or False: Per 2014 research cited in the text, more than 70 percent of sport fans bring a mobile device to the stadium when attending a live sporting event.
True
True or False: Per research cited in the text, 50 percent of all tweets about U.S. television programming in 2013 were related to sport.
True
True or False: Potentially interactive formats, such as verbal and video presentations, can be delivered to an audience with or without interaction
True
True or False: Sport entities should not release information to media through press releases unless it is newsworthy and has general interest to the public.
True
True or False: When an individual in a sport organization interacts with someone outside of the organization (e.g., nonaffiliated blogger, media member, sales client, prospective sponsor), she is communicating with an external public
True
True or False: When developing sponsorships, a sport organization should focus on the sponsoring company's objectives.
True
True or False: When sport managers advertise and market the sport product, they are essentially marketing three key elements: competition, entertainment, and benefits gained through sport product consumption.
True
True or False: While ABC initially broadcast the Olympics to American television audiences, NBC now regularly has the rights to show the Olympics in the United States.
True
What is the most frequently used type of public relations model in sport?
press agentry-publicity
The three predominant forms of culture in a sport organization and the ways in which a sport organization creates its culture are symbols, schemas, and
scripts
The _________ model of public relations is most often considered the most appropriate model in establishing positive relations with constituents.
two-way symmetrical
Describe the differences between browsing and searching while using the Internet.
Browsing is characterized by more simplistic queries, in which several documents are returned, and people browse through the documents to find the ones that are most pertinent to the desired information. Searching, on the other hand, refers to a more detailed and strategic process that is often facilitated by professionals who serve as liaisons between users and the database being searched.
In this era of the Internet and social media, the public usually forms its perception of a crisis situation within how many hours after the news breaks?
24
Typically, what should be the time limit for a sport press conference?
30 minutes
According to sport media scholar Lawrence Wenner (1998), what do both college sports information departments (public relations) and the sport mass media help shape?
public opinions
Which athlete received the most endorsement money in 2018?
Roger Federer
Define and provide an example of the media convergence expected of sport media professionals in the 21st century.
Sport communication professionals increasingly produce more content for a variety of types of media. Convergence is the combination of such media in the era of digitalization and social media. An example of media convergence might be a television reporter being asked to write a story for her station's website in addition to doing her broadcasting responsibilities.
What makes the sport product unique and challenging to market?
Sport is unique in that it is intangible, heterogeneous, perishable, and simultaneous. These unique aspects of the sport product also make it challenging to market since it is produced as it is consumed, and it is often an intangible product, meaning it is more experiential and not something consumers can hold or touch.
The golden age of radio in the United States began in the ______
1930's
Over _________ of advertisements in the United States include the image of a celebrity.
15%
Typically, sport press releases should be short and concise, not exceeding how many pages?
2
According to a Pew Research Center survey published in 2019, what percentage of American adults used the Internet in the previous year?
90%
Which of these television networks was the first to regularly broadcast the Olympics and primetime sporting events such as Monday Night Football?
ABC
Which major wire service covers the most sporting events in the United States?
Associated Press
Press releases should follow specific guidelines and should be written in ________ style, which is used by members of the media when formulating stories.
Associated Press (or AP)
How can Integrated Marketing Communication (IMC) methods communicate a consistent message, and why is this important?
At its most basic form, integrated marketing communication can be displayed by an organization using the same font, colors, design elements, and logo on all of its communication and marketing pieces (e.g., letterhead, business cards, website, advertisements, newsletters). In this way, the organization communicates a consistent identity, which often results in greater awareness of the organization among stakeholder groups and helps create brand associations and equity.
Prior to being fired by ESPN in 2015, what new-age sport media professional founded Grantland and helped build up the ESPN 30 for 30 sports documentaries?
Bill Simmons
Per eBizMBA, the three most popular U.S. sport websites as of September 2019 were Yahoo! Sports, ESPN, and ____________
Bleacher Report
Despite controversy surrounding this athlete's kneeling during the national anthem, Nike continued to use him in their ad campaigns; doing so seemingly helped Nike break sales and stock records in 2018.
Colin Kaepernick
What is corporate media consolidation?
Corporate media consolidation refers to major media companies continually buying other media outlets, often owning multiple media outlets of the same type in a region or different types of media outlets in the same cities.
As more and more U.S. states legalize sports gambling, the sports betting website, _____, has been partnering with states to set up legal sports gambling operations.
DraftKings
As of 2019, which social media outlet has the most worldwide users?
ESPN dominates American televised sport, but ____________ now owns U.S. television rights to the men's and women's soccer World Cup through 2026.
Fox Sports
_________ refers to the ever-changing nature of the sport product, which means the sport consumer's perception of the product can change over time.
Heterogeneity
Which social media platform is most popular among sport journalists for posting photos?
What are the three categories of communication forms in sport organizations?
Least interactive, potentially interactive, most interactive
Both _____________ campaign and Wheaties' "Breakfast of Champions" campaign ranked in Advertising Age's top 10 slogans of the century.
Nike's "Just Do It"
In 1970, this former NFL commissioner helped introduce sport to primetime television with the launch of Monday Night Football.
Pete Rozelle
List the three major elements of a sport organization
The organization's members must be willing to contribute and cooperate; the organization pursues a common purpose or objective that focuses the efforts of its members; communication is necessary for the organization's survival
Explain what is meant by the symbiotic relationship between sport and mass media.
The sport media rely on sport to help fill programming schedules and newspaper columns, to sell advertising, to increase profits through higher ratings, to improve circulation figures, and to increase web traffic. Meanwhile, the sport industry depends on the media to provide visibility (e.g., coverage of a track meet), promotion and marketing (e.g., preview of a high school baseball tournament that increases community interest and attendance), credibility (coverage helps legitimize an event), information (e.g., analysis of trade rumors), advertising and publicity (e.g., coverage without having to pay for space or time), and revenue (e.g., broadcast rights fees).
Which of these is an example of an event classified as "niche" sport sponsorship? Boston Marathon, the Masters , Super Bowl or Tough Mudder race series
Tough Mudder race series
Most breaking sport news is now reported through which social medium?
According to the Alliance for Audited Media, the three most circulated daily newspapers in the United States in 2014 were USA Today, New York Times, and ________
Wall Street Journal
Describe what is meant by the term Web 2.0.
Web 2.0 is a term commonly used to describe the advancement of the web from stand-alone screens with limited features (i.e., Web 1.0) to the accessible networks and platforms that now dominate the Internet.
_____ is a cereal company that used sport figures as spokespersons to build its brand behind the slogan "Breakfast of Champions."
Wheaties
List the 5 Ws that should be in every news story and press release.
Who, what, where, when, why
Which term refers to a sponsoring entity's promotion?
activation strategies
Three features of the sport organization-its formal structure, informal networks, and _______ and are influenced by the communication flow.
culture-influence
To effectively persuade individuals, organizations must provide _________ that coincide(s) with individuals' existing beliefs, emotions, and expectations.
evidence
Which of these tend to be written in bulleted format by sport public relations professionals?
fact sheets
The flow of information between individuals at the same level is called
horizontal communication
Two of the primary influences on sport public relations are the ______ and scope of the player-press relationship.
nature
Popular services like Netflix, Hulu, YouTube TV, Sling TV, and Amazon Prime Video are all examples of __________ streaming.
over-the-top (OTT)
Which of these is an example of synchronous electronic communication? nightly television newscast, radio play-by-play of a live sporting event or videoconference
videoconference
Although they are increasingly using social media and digital videos to communicate directly with publics, all major sport organizations still refuse to use influencers as part of their public
*She didn't put the answer for this*
In which decade did advertisers in the United States began to seriously use sport despite an ongoing economic depression throughout the decade?
1930s
By the late _______, sporting events were a vital part of network TV in the United States and were also important for sport leagues' financial stability.
1950's
A ___________ organization combines outsourcing, participative decision-making, cross-functional teams, and computers networked between the organization and its suppliers and customers.
Boundaryless
The text noted that this major men's professional team sport league in the United States offers fans an app to check in at games and then use it for a variety of services at any stadium of any team in its league.
MLB
Which league currently generates the largest sports broadcasting contracts in the United States and has been featured in most of the highest-rated shows in all of U.S. television history?
NFL
List and describe the three primary styles of media relations
Reactive media relations involve responding to inquiries and providing information requested from media or other interested parties.b. In proactive PR, PR professionals must take time to carefully craft their pitch. c. In interactive media relations, the PR professional develops a mutually beneficial relationship between the sport entity and a media outlet, focused on building a long-term relationship between the two parties.
What changes in the symbiotic relationship between traditional sport public relations and mass media have occurred due to digital media?
The proliferation of websites, social media, and smartphone apps in the digital age has shifted public relations from the old reliance on mass media to a new paradigm in which organizations communicate more directly with their publics.
USA Track & Field's program RunJumpThrow is an example of _______
advertising
Internet ____________ involve(s) an element of planning, relying heavily on the use of search engines.
analytic searches
A high school football coach who regularly yells at his players and barks orders at his assistant coach is exhibiting what type of communication style?
autocratic
The first newspaper sport story published in the United States in focused on which sport?
boxing
The process of ________ involves developing and cultivating a specific brand image for an organization and its products.
branding
The which onents of the Model of Online Sport Communication addressing the needs of sport consumers are content, design, performance, usability, and _______
commerce
Sport organizations have increasingly moved from hierarchical structures to more __________ or flat structures.
decentralized
Which of these is a conceptual example of the structure in a sport organization? the building where employees work, employee desks, employee job titles or employee uniforms
employee job titles
While marketing deals primarily with consumers and exchanges, public relations builds mutually beneficial relationships between organizations and their _______
publics
Few athletes were used as endorsers in the 1960s, but that changed dramatically in the 1980s when which industry began using athletes to endorse their products?
shoe industry
The two major types of mobile technology that sport media consumers use to access the Internet are tablets and _______
smartphones
Which of these looks at the number of individuals and departments that report to each manager within the sport or communication organization? Culture, decentralization, external networks or span of control
span of control
A ______________ is a segment of consumers with similar characteristics who have purchasing power and are willing to purchase the product.
target market
Sport leadership communication styles consist of two dimensions:
task-oriented and interpersonal-orientedcommunication.
According to the Global Sports Media Consumption Report in 2014, the number one media used by 70 percent of the U.S. population to follow sports was ______.
television
Sports departments are sometimes disparagingly dubbed the _____ department of journalism outlets.
toy
Which of these is the least interactive form of communication in a sport organization when communicating to an audience? emoticons in emails, intranet message board posts or written words
written words
