1.07 Review

Which of the following is an example of ambush marketing

Non-sponsoring business broadcasting commercials during an event

Why is sport/event sponsorship one of the fastest growing promotional activities today?

People are receptive to companies that sponsor their teams/events.

How is sponsorship success measured?

Return on investment

An athlete, a team, or a league are examples of

sport entities.

What do sponsors want to accomplish by putting their company logos on NASCAR automobiles?

Brand recognition

What must smaller businesses have to compete with larger businesses for a sponsorship opportunity?

Budget

Which of the following would NOT be a business's sponsorship goals

Encouraging competition

Sponsorship opportunities are available only to large businesses in major cities

False, opportunities exist everywhere and in all sizes.

Who benefits from an effective sport/event entity sponsorship?

Sponsor, competitors, and sport/event entity

What factor should receive the most attention when choosing a sport/event entity to represent the business?

The interests of the business's target market

Why do small, local businesses typically sponsor local or regional teams and events rather than national or international events?

They want to reach the people who buy their products.

If Coca-Cola is the only soft-drink sponsor of your favorite team, Coca-Cola is considered a(n) __________ sponsor

exclusive

When a sponsor gives away logo hats, T-shirts, pennants, and other specialty advertising products during a sponsored event, the sponsor is

exploiting the sponsorship.

Information about sponsorship, cost, marketing opportunities, and audience demographics are examples of information

included in a sponsorship proposal.

A formal contract is the preferred form of written agreement between a sponsor and a sport/event entity because it

is legally binding.

If the terms of the sponsorship proposal are not acceptable, a business may try to __________ with the sport/event entity.

negotiate

The relationship between a sponsor and a sport/event entity is often described as a

partnership

Proper exploitation of sport/event sponsorships encourages

people to buy products.

Guilt by association, a striking team, and a team having a losing season are examples of sponsorship

risks

When too many sponsors are involved with an event, fans may tune out all advertising as a result of all the

sponsorship clutter.