Review Test
Camille is developing a rate card for advertising space in her school's yearbook. What layout is the most expensive for advertisers to purchase?
1/2 page four-color
A radio station sells a 30-second spot for $500. If the number of listeners is 200,000, calculate the cost per thousand (CPM).
2.5
The Fit and Lively Fitness Center wants to increase its membership, so it is planning to run a television ad to promote lower membership fees for a limited time. If the target audience is 939,000 16- to 36-year-old females, and 313,000 of the target audience is exposed to the message, what is the percentage of reach for a local cable-television advertisement?
33
What is the percentage of reach for a local radio sporting-goods advertisement if the target audience is 875,000 18-30-year-old males and 393,750 of the target audience is exposed to the message?
45
An advertiser spent $117,000 for 12 television spots with a total of 240 GRPs (gross rating points). What was the cost per GRP?
487.5
What are royalties?
A percentage of actual sales.
What is an example of a business using a celebrity's appearance to attract customers to an event?
A rock star signs copies of his/her latest CD at a store's grand opening.
When designing an event program for a charity event, it is important to
acknowledge the event sponsors.
When a performer expands into international markets, an important consideration for his/her promotional efforts is that it is often necessary to
adapt promotional messages for each market.
A stadium designed with more female rest rooms than male rest rooms is responding to what customer expectations?
adequate facilities
When selling advertising space in sport/event programs, it is important for marketers to give their customers the
advertisement specifications.
A database of competitor information often contains information about the competitor's
advertising media.
One of the primary reasons that people are motivated to attend arena football games is the
affordable ticket prices.
Mask Company set up a hospitality tent outside the Olympics arena. Its goal was to encourage patrons to view it as an Olympics sponsor even though it had not paid sponsorship fees. This is an example of ____________ marketing.
ambush
After a volleyball player wins a gold medal in the summer Olympics, a sunscreen manufacturer pays the athlete to appear in its television commercials and magazine advertisements. This is an example of
an endorsement.
What is a step in the sales presentation process that salespeople should prepare for in advance?
approach
How do sponsors typically use signage at sports events?
as promotional tools
A characteristic of an event is that it is produced and consumed
at the same time.
What is one of the main features of a sport product?
athletes
Professional sports teams benefit their surrounding community by
attracting tourist dollars.
A tire producer is most likely to advertise its products on a website that interests
auto racing enthusiasts.
What is a primary consideration for fans who are attending a professional football game in a large city?
availability of parking space
When a sport organization employee creates a promotional script for a sport announcer to read during a pregame award ceremony, the employee should
identify name pronunciations that might be difficult to read.
Sporting-goods businesses often gather marketing information to
identify trends.
The part of a print advertisement that is noticed first by readers is the
illustration.
Over the years, Wrigley Field has earned a reputation as one of the best places to watch a Major League Baseball game. This is called brand
image.
What is a consideration when implementing a ticket sales campaign?
immediate accessibility
What is a qualitative media factor used in the selection of promotional media?
impact
To learn about its target market's needs and wants, a professional soccer league should obtain information from its fans
in a proactive and systematic manner.
A unique characteristic of the sport industry is that it seeks to attract markets that
include spectators and participants.
Information about sponsorship, cost, marketing opportunities, and audience demographics are examples of information
included in a sponsorship proposal.
Your high-school's basketball team went to the state championship game last year, but didn't even make the play-offs this year. This is an example of a(n) ____________ sport/event product.
inconsistent
When a professional football expansion team is established in a community, the economic impact might result in
increased job creation and more consumer spending.
What is the advantage to a business of placing signage on the outfield stadium wall during a televised professional baseball game?
increases brand awareness
Ticket prices for the World Series increase dramatically, but all the games still sell out. The price change had little to no impact on sales. This is an example of __________ demand.
inelastic
What is a characteristic of most online banner advertisements?
interactive
When sport/event marketers use ongoing, two-way communication to build trust and goodwill with the media, they are creating a(n) ____________ relationship.
interactive
A soft-drink manufacturer is a sponsor for a professional baseball team.What signage placement options would provide the most exposure to the manufacturer's products?
interior wall of the outfield
What might a sport/event organization search to obtain marketing information?
internet
A lottery system is an equitable way of selling tickets to school alumni when the demand for college football tickets
is higher than the available supply.
Ryan loves baseball and plays year-round in several community leagues. He's very goal-oriented, focused, and is out to win every game. In this situation, Ryan participates in sports because he
is very competitive by nature.
When planning for a presentation, salespeople should develop scripts to
jog their memory during a presentation.
What is an advantage to a business of using an in-house system to send bulk e-mailings?
last-minute changes are possible
Yield management is a way that sport/event marketers address product pricing issues when they want to maximize revenue but have
limited capacity.
Rachel is selling program advertisements for a marching band competition that her high school is hosting. What sales prospects is most likely to purchase ad space in the program?
local music shop
What is the most appropriate promotional medium for a local hardware store?
local newspaper
What types of media should an event planner use to promote an upcoming local charity event to the general public?
local television
What is a benefit of establishing good relationships with sport/event customers and fans?
long-term loyalty
What information should a business obtain to get its news releases used?
media deadlines
What do sport/event planners often develop to encourage television and newspaper coverage?
media guides
Sport/event industries often use the electronic media to
motivate customers to buy.
What media vehicles might a sport/event marketer choose to promote a celebrity baseball game to many people throughout a metropolitan area?
movable billboard
What might a sports organization offer a business to encourage that business to sponsor an event?
naming rights
Males between the ages of 18-35 who are sports-minded and live in Orlando, Florida is an example of a
niche market.
The cost to a business of radio spots will vary with the
number of listeners being reached.
To increase revenue, professional baseball and football teams often sell advertising that appears
on the back of tickets.
When writing news releases, businesses should avoid including their
opinions.
Repeated exposure to the largest, most diverse population of people is a benefit of ___________ advertising.
out-of-home
Following a rash of newspaper criticism for being overpaid, a multimillion-dollar athlete signed up to be a volunteer spokesperson for Special Olympics. What was the athlete attempting to accomplish by promoting this move to the press?
overcome negative publicity
A business owner who wants to obtain a reduced rate for a series of local radio commercials might contract for what type of promotion?
package
The relationship between a sponsor and a sport entity is often described as a
partnership.
A business that asks to have an advertisement presented at a specific time on the air or in a special place in a newspaper will
pay a higher price for the ad.
What pricing strategy sets prices lower than those of the competition?
penetration
Team-related factors that affect brand equity include
performance, coaches, and star athletes.
Sarah goes to an exercise class twice a week at a local gym. She takes the class to maintain a healthy lifestyle and to catch up with her friends. What motivates Sarah to attend the exercise class?
personal improvement and social facilitation
The body of an e-mail that reads, "Dear Sue, we hope you are enjoying the newsletter," is an example of a/an ______ message.
personalized
When writing a script for a sales presentation, a salesperson should use language that is
positive, precise, and pertinent.
Businesses generally pay more for newspaper advertisements when purchasing space at a _________ rate.
preferred-position
The additional cost of paying for parking and buying refreshments and programs is part of the overall ____________ of attending a concert.
price
What type of competitor information is important for sport/event organizations to maintain in a database?
price lists
The programs, hot dogs, drinks, and souvenirs that fans buy during a sporting event are part of the total sports
product.
What do professional sport teams design for use during games that often become promotional tools because fans take them home?
programs
A primary reason that large businesses purchase the naming rights to a new sport/event facility is because it
provides exclusivity and has potential to maximize exposure.
When a sport marketer considers factors such as lifestyles and interest levels in a specific sport, s/he is segmenting a market on the basis of
psychographics.
Developing positive relationships with people who work for local television stations and newspaper publishers is a way for an advertising agency to generate _______ for its clients.
publicity
One reason sport/event organizers often plan a day to give the media an opportunity to visit the site in advance is to encourage the media to
publicize the preparations.
A business places a matrix on a promotional sign that potential customers can scan with their smartphones. After scanning the matrix, potential customers have digital "coupons" in their smartphones, which they use to obtain discounted products at the point of purchase. This form of mobile advertising involves the use of
quick-response codes.
To obtain the most exposure during a sporting event, the best logo placement opportunity for businesses is on
race cars.
Businesses that buy broadcast advertising time often ask for information about the _______ before purchasing the time.
ratings for certain shows
Having appropriate data helps sport/event marketers to set goals that are
realistic.
What do some professional sport teams do to promote renewed interest in a team that is losing support from fans?
redesign logos
What is an example of an email attachment?
resume.doc
Wintergreen Ski Area knows that the area will be most successful if it bases its pricing structure on
what the market will bear.
The promoters of an extreme-sports weekend would most likely target which of the following
young men, ages 12-34.
A celebrity's appearing in a commercial for a soft drink while wearing a certain brand of clothing and holding a certain brand of tennis racquet is an example of
cross-promotion.
When customizing a presentation, the salesperson determines a prospect's needs by developing a
customer profile.
What type of marketing information might a business obtain by monitoring sales invoices?
customer profiles
When preparing for a sales presentation, a salesperson decides to greet a prospective customer by asking if she would like to save money on office supplies. This is often called the _______________ approach.
customer-benefit
In precall planning, the salesperson focuses on learning more about the
customer.
Because the outcome of a match is uncertain, many fans attending a sporting event are motivated by the game's _____________ value.
entertainment
Promoting and selling an intangible product that is immediately consumed and cannot be resold is a unique characteristic of ___________ marketing.
event
A stadium deciding to place messages and team logos on electronic boards is an example of selecting
event signage.
If Coca-Cola is the only soft-drink sponsor of your favorite team, Coca-Cola is considered a(n) ____________ sponsor.
exclusive
To attract fans to their web sites, professional sport organizations, media outlets, and entrepreneurs offer online simulations that allow fans to build their own sport teams and compete against other fans' sport teams. This growing industry is referred to as
fantasy sports.
What computer programs prevents email messages containing the word "free" in the subject header from entering an inbox?
filters
The Chamber of Commerce for a large city estimates the income for the city generated by the sales tax, parking fees, food-service tax, and amusement tax collected as a result of a rock concert. This is an example of _______________ impact.
fiscal
The purpose of designing an event program that contains space for advertisements is to
generate more revenue
A primary reason that sport/event marketers sell advertising space in their programs is to
generate revenue.
A professional soccer league is considering an expansion team in a certain city. What is the best online secondary source to obtain current demographic information about the location?
government census
A sport/event organization that wants to obtain information about the population in a certain geographic location might use
government sources.
The basic elements of a print advertisement are the
headline, illustration, copy, and business identification.
A primary reason that many colleges and universities sell the naming rights for their new football stadiums or basketball arenas is to
help pay for construction expenses.
One of the disadvantages to marketers using streaming video e-mail is that it requires the recipient to have a(n)
high-speed internet connection.
To develop positive relationships with the media, an advertising agency's public-relations director must be
honest and professional.
________ help create the excitement and enthusiasm that make the games what they are.
Spectators
___________ is an example of a celebrity endorsing an event simply by being associated with it.
Attending a grand opening
__________ are the most important considerations when designing a basketball team's logo.
Team colors and team name
__________ is true regarding sports marketing.
The distribution of licensed sports apparel is an effective way to create team and brand awareness.
What do businesses need to remember after they send a news release to the media?
The editor decides whether to publish or broadcast the release.
What is most likely to be visible to search engine spiders?
HTML text
A charity organization is holding a fundraising event in New York. The event will include a dinner prepared by the chef of a five-star restaurant and an upscale style show. To generate interest, the event organizers plan to have a celebrity serve as master of ceremonies for the event. Who would be the most appropriate person to fulfill this role?
Bella Marie, a well-known international fashion model
What mailing technique do businesses often use if they do not have mailing-list software?
Blind Carbon Copy
You are marketing the premiere of a new Lexus model, which will be revealed at a car show in Detroit. You are in charge of advertising. _____ would be your responsibility.
Buying commercial time on television
________ are an example of internal records that a business might use to analyze information regarding customer satisfaction levels.
Comment cards
________ is a secondary source of sport/event information.
Demographic reports
___________ is an example of marketing the sport event.
Distributing information about a NASCAR race
Why should salespeople create favorable impressions during the initial contact with sport/event customers?
First impressions are difficult to change.
Brian needs to generate some "out-of-the-box" sales promotion ideas for an upcoming tennis tournament. He's not sure how to start, but he does know that the tournament's marketers want to reach the 18-to-35-year-old crowd. How is Brian prepared for inspiration?
He knows his target market.
A sport/event marketer is having difficulty finding data about a competitor. The competitor's financial records are not public access. Which disadvantage of secondary research does this situation illustrate?
It can be incomplete.
What is a tangible benefit of purchasing a surfboard?
It has a wrist strap to keep it connected to you in the water.
What rule of thumb will help event/sport marketers develop a memorable logo?
It should be clear and simple.
________ involve writing press releases and organizing news conferences for a sport organization
Media relations
__________ involves responsibility for a sport organization's licensing activities.
Merchandising
To generate excitement about its newly remodeled facilities, Wilmer's Hotel plans to send advertising messages to past guests via their cell phones. Each message will contain a brief video showcasing new features and services that the hotel offers. Which type of mobile messaging service should Wilmer's use?
Multimedia messaging services (MMS)
__________ are an example of a licensed product.
Nascar earrings
____________ usually is a characteristic of the sport/event industry.
Provides products that are different for each consumer
Your business wants to sell a shipment of goods by the end of the current work week at the lowest possible advertising cost. What promotional media would be best?
Radio spot commercials
85% of a sport organization's season ticket holders live or work within two hours of the team's home playing field. In this situation, what factor motivates the season ticket holders' decision to buy?
The stadium's geographic location.
What is the first thing you should understand when setting out to develop "out-of-the-box" sales promotion ideas for your game/event?
There is no particular source or technique.
What statement regarding direct-mail marketing campaigns is true?
They should include a call to action.
_______ is a characteristic of an effective sport/event logo.
Timeless
_______ is a reason why businesses should regularly monitor their internal records that contain marketing information.
To analyze product performance
Most sport/event products are classified as
a combination of goods and services.
The core benefits to customers who purchase sport products include entertainment, health, and
achievement.
The team name, mascot, and logo are important elements that a sport/event organization uses to create and maintain
brand awareness.
When NASCAR fans list the sponsors featured on their favorite driver's car or clothing, they are demonstrating
brand recognition.
To develop long-term relationships with fans, professional sport teams should
build emotional connections with them.
What is an advantage to a sport organization that develops an interactive relationship with the broadcast and print media?
builds mutually favorable relationships
Ms. Johnson did not proofread a news release before it was mailed to the media, and several errors were found later. In order to minimize the damage that may result, Ms. Johnson should
call the media to give the correct information
What do businesses often include with a news release to attract an editor's attention?
captioned photograph
What do event organizers often include in an event to add interest and excitement to the event?
celebrity appearance
What is a guideline for businesses to follow when creating mailing lists?
choose individuals who want the e-mail
When a business places print advertisements in a magazine that has a specific readership reach, it is basing its buying decisions on the publication's
circulation
A sport/event organization can determine advertising reach of a magazine by analyzing the publication's
circulation.
To know what websites and advertisements visitors see, sports and event e-marketers would check
clickstream data.
How can sport/event marketers establish positive relationships with their customers/clients?
communicate specific benefits
Sport/event organizations develop and generate newsletters to
communicate with the public
What is the most appropriate for obtaining primary marketing information about fans' opinions about a rock band's new album?
concert attendees
What should businesses do to detect any problems before sending an e-mail to everyone on their list?
conduct a test run
What is the most appropriate media-scheduling strategy for advertising food and other frequently purchased items?
continuous
Computers are complex products and have features that need to be explained. What element would be crucial to include in an advertisement for a new computer?
copy
One of advantage of using e-mail marketing is that it is
cost effective
One reason it is important for professional sport/event organizations to develop advance ticket sales plans is because the generated revenue helps organizations to
cover pre-event expenses.
Which of the following is a factor that sports and entertainment marketers consider when targeting customers for a specific event
demographics.
When you ask, "How will my customers receive this sales promotion?" which step in the process of generating "out-of-the-box" sales promotion ideas are you completing?
determine delivery
When you ask, "What does this sales promotion offer to customers?" which step in the process of generating "out-of-the-box" sales promotion ideas are you completing?
determine incentive
To sell advertising space in an event program, the first thing Kyle should do is
develop a list of local businesses to contact.
What selling option is one that sport/event marketers are most likely to use to reach individual season ticket holders
direct mail
When an advertiser wants to reach specific target markets, which type of print medium would be most cost-effective?
direct mail
What best enables marketers to target specific groups of customers so that the marketers can focus their promotional efforts to get the best results?
direct marketing
When creating tickets for a sport/event, organizations often embed special watermarks into the ticket design to
discourage counterfeiting activities.
An important part of target marketing in the sports and entertainment industry involves appealing to potential customers who have
disposable income.
When prices go up or down, the change can affect how much of the sport/event product customers purchase. This is a general of
elasticity
Advertising copy that states "Only 3 days left" is trying to
encourage action.
The ultimate purpose of branding in sport/event marketing is to
encourage sales.
What form of advertising involves a company paying an athlete to appear in a television commercial or newspaper ad?
endorsement
What is a company-focused pricing objective for sport/event products?
enhancing image
When making appearances at special events, a well-known rock star asks that the event organizer to pay for the air travel, lodging, and meals for his/her band and back-up singers. These requirements are examples of
rider terms.
When attending a sporting event, most fans expect that the facility will provide them with a(n)
safety environment.
What is an example of a secondary source of data that a sport/event marketer can obtain internally?
sales report
What internal records do many businesses monitor in order to obtain useful marketing information?
sales reports
The National Collegiate Athletic Association and the Professional Golfers' Association are examples of
sanctioning bodies.
What should a sports or entertainment event do in order to be successful?
satisfy customer wants
To attract visitors at times of the year when the demand is typically low, an amusement park charges less money for admission. What pricing strategy does this situation exemplify?
seasonal pricing
How does a professional sports team earn revenue when it permits games to appear on television?
selling broadcast rights
What is an example of a business's using e-mail in a timely manner?
sending customers a notice of tomorrow's sale
Jacob started training for the Boston Marathon several months ago and was happy when he finished the marathon in record time. In this situation, Jacob was motivated to run in the marathon for personal growth, which resulted in a(n)
sense of pride and accomplishment.
For higher response rates, businesses should develop marketing e-mail messages that are
short, simple, and understandable.
Mark enjoys taking his family to professional baseball games because of the memories he has of his dad taking him to games when he was a young boy. What factor motivates Mark to attend these sports events with his family?
significant others
When preparing handout for a sales presentation, it is important for a salesperson to know the __________ of the audience.
size
What decreases the costs to a business of using newspaper advertising?
sliding-scale rates
What types of sport/event businesses would be most likely to place a banner advertisement on a ski resort's web site?
snowboard retailer
One type of sport/event marketing information is information that is obtained from
spectators.
What is an example of online advertising?
sponsoring a web site
A person responsible for matching up corporations with events that reach their target market has a career in
sponsorship management.
A baseball game broadcast on the radio is an example of
sport media.
Athletes are often considered to be particularly effective promoting products related to their
sport.
Sports marketers have an advantage over all other types of licensors in the international marketplace because
sports are universally appealing.
A business wants to create or emphasize positive associations between a specific sport and itself. What type of advertising media should the business consider using?
stadium signage
After event organizers released information to the press that a well-known country singer will perform at an upcoming fundraiser, ticket sales for the event increased dramatically. This situation exemplifies how a celebrity appearance can
stimulate interest in an event.
What is the most common use of opt-in e-mail marketing?
subscriptions
One way for the WSC Swim and Racquet Club to obtain primary information about the quality of its facilities and the level of its services is by
surveying club members.
What should be included in an event program if it is longer than four pages?
table of contents
A celebrity who is paid to use a product and discuss its effectiveness during a lengthy TV commercial is giving a(n)
testimonial.
Currently, what mobile advertising strategies has been most successful?
text message with coupon
Primary research includes collecting data for
the current research project.
Sales promotion is a major part of sport/event marketing because
the industry is so highly competitive.
One of the main differences between professional and amateur athletes is that for professionals , the game is often
their occupation.
Author Randall McPeak's new thriller, Race to the End of Time, was recently released. McPeak's publisher arranged for him to do book signings and readings at several bookstores across the country. The author's appearances are beneficial to the bookstores because
their sales will likely increase.
What is one way that sport/event marketers use marketing information?
to develop new products
Why might a sport/event organization price entry fees for a marathon below the normal rate?
to encourage maximum participation
A sports marketer has developed a sales packet that contains a team brochure, schedule, and a season ticket application. Why should all of the materials have the same basic appearance?
to indicate that the materials are all from one organization
Why is it important for professional sport organization to develop relationships with the media?
to maximize favorable news and event coverage
The basis for licensing process is
trademarked property.
What factors is most likely to cause people to not want to return to the annual fireworks show that attracts hundreds of thousands of people to the downtown area?
traffic
A vital promotional technique for entertainment marketing is the use of
trailers.
One characteristic of event marketing involves promoting and selling a(n)
unique experience.
One of the features of sports events such as football games is that they are
unpredictable.
When Arm and Hammer advertises that its baking soda gets rid of odors in refrigerators, its ad copy is pointing out the product's
uses.
What is an effective design technique that adds a personal touch to a direct-mail piece?
using a font that looks like handwriting in the envelope's address section
In sports and entertainment marketing, the concept of price includes not only the cost of a ticket to an event but also the
value of the overall experience.
A business that asks customers to forward an e-mail to their friends or associates is engaged in
viral marketing.
An important factor in determining rates for outdoor advertising is its
visibility.
A business owner saved money by contracting with the local newspaper to purchase a series of ads over a period of time which entitled the business to a
volume discount.
