Sport Marketing Final Exam

standard seating ration for determining the appropriate number of parking spots for a major league sport venue

1 Spot for Every 4 Seats

refer to the cross-effect matrix to assess the student's ability to explain the effect of price, place, promotion, and public relations on the product

4 Ps Effect on the Sport Product

- advertising - personal selling - publicity - sales promotion

4 Types of Promotion

- marketing - public relations and communications - sales (tickets and sponsorships) - development or fundraising - market research

5 Common Functions Under Most Sports Organizations' Marketing Umbrella

1. identifies the source of origin 2. protects the consumer 3. ensures a consistent level of quality 4. represents the goodwill of the owner's services 5. signifies a substantial advertising investment

5 Important Purposes Trademarks Serve

what type of promotion is a sign on the side of a bus that tells about season tickets for the upcoming NFL football season? a. advertising b. personal selling c. publicity d. sales

A. Advertising

which of the following is *not* an example of how the americans with disabilities act has affected sport venues a. all facilities are required to carry wi-fi capability for assistive devices b. half of all entrances must be wheelchair accessible c. one percent of total seating must be for wheelchairs, and companion seats must be provided d. lines of sight must be comparable to those of surrounding seats

A. All Facilities Are Required to Carry Wi-Fi Capability For Assistive Devices

for any public relations professional, what is the key first step in effectively managing a crisis? a. have a plan b. call a press conference c. write a press release d. be careful not to offer any public opinion on the crisis

A. Have a Plan

the impact of signage is typically measured using: a. impression b. cost c. size d. marketability

A. Impressions

share-optimized content refers to: a. sport properties using influencers b. determining the maximum ticket prices that a team can charge c. teams' developing fan-friendly hashtags and player Twitter handles d. the collection of data from consumers by team marketers

A. Sport Properties Using Influencers to Spread Marketing Messages and Team Information Virally

when sport marketers examine the drawing radius for events at their venue, distance from the venues is no longer the only key variable. which of the following is *not* a critical factor in determining how far consumers will drive to attend a sporting event? a. the cost of the facility to construct b. the duration and frequency of the event c. the emotional commitment of spectators d. the perception of quality of the event and venue

A. The Cost of the Facility to Construct

what term describes a word, name, symbol, or device used by a person, generally a manufacturer or merchant, to identify and distinguish its goods from those manufactured and sold by others and to indicate the source of the goods? a. trademark b. copyright c. patent d. registered mark

A. Trademark

a team's delivery of unique content, breaking news, and authentic insider information through its social media marketing can actually drive fan behavior a. true b. false

A. True

an in-kind sponsor trades a product for sponsorship revenues a. true b. false

A. True

basing the value of a sponsorship on the number of people who will see an impression is known as exposure measurement a. true b. false

A. True

community relations can often be at least as effective as media relations is in affecting sales, generating positive public sentiment, and building a long-term relationship (and base) with the community a. true b. false

A. True

for a sport organization to deliver engaging content through social media, social media managers must listen to and learn from consumers rather than just disseminate information a. true b. false

A. True

for team sports with many home games, attendance traditionally goes down for immediately following a major promotion a. true b. false

A. True

location and number of concessions and bathrooms are part of the amenities offered in the building of a sport facility a. true b. false

A. True

many newer sport venues are trending toward establishing sponsored and branded spaces or entitlement zones within the facility a. true b. false

A. True

personal selling and special benefits are the most effective promotions in reaching and maintaining the heavy user a. true b. false

A. True

public relations may take the form of activities as well as formal communication and may involve players, media personnel, staff, mascots, and other product extensions, sponsors, and key components of the organization a. true b. false

A. True

sport consumers develop perceptions of the place in which an event occurs-that is, a facility image and the place should match the level of the product a. true b. false

A. True

the primary goal of intellectual property law is to reward invention, ingenuity, and creativity in an effort to maintain a competitive market a. true b. false

A. True

when sponsors enter into partnerships with sport organizations, they must realize that additional activation spending will be required to leverage the sponsorship effectively a. true b. false

A. True

the marketing activities or leveraging that a company conducts to promote and execute its sponsorship is called _________________

Activation

- big screens, electronic message centers, and sound systems - connectivity - upscale food and drink - special zones for networking and interactivity - club seating and luxury boxes - vip parking - extras and uniqueness

Added Amenities to Enhance Fa Experience

_____________ ___________ occurs when a company capitalizes on the goodwill of an event by using tactics to imply an official association with that sport event

Ambush Marketing

a good strategic sport marketing plan is essentially an organization's budget and simply determines how resources should be allocated a. true b. false

B. False

a study conducted by the NBA found that social media were far more effective in selling tickets than in targeted email approach a. true b. false

B. False

for team sport marketers, effective promotions should always be geared toward attracting new and infrequent customers a. true b. false

B. False

more often than not, consumers balance product and promotion in their minds as they consider purchasing a sport product a. true b. false

B. False

of all the elements of the marketing mix, place decisions are typically the easiest to change a. true b. false

B. False

patents protect original works of authorship a. true b. false

B. False

sales promotions always include some form of price discount for the consumer a. true b. false

B. False

traditional media outlets such as newspapers, radio, and television occupy the majority of a sport public relations professional's time whereas social media management generally falls under the eye of the sport marketing professionals a. true b. false

B. False

when a trademark infringement claim is made, the plaintiff might sue for reasons including abandonment, fair use, and the trademark becoming generic a. true b. false

B. False

when entering into partnerships with organizations, nearly all corporate sponsors have the same business objectives

B. False

which of the following would *not* be considered an organizational goal that addresses specific sport marketing objectives? a. increase the number of favorable stories that the pr staff nurtures in print or electronic media b. have the team win more games, which would increase attendance c. improve the results of consumer satisfaction surveys d. generate more revenue through various ticket packages and licensing agreements

B. Have the Team Win More Games, Which Would Increase Attendance

running an advertisement about the new stadium where the Newark, Delaware, minor league baseball team would play is an example of mixing: a. place and public relations b. place and promotion c. public relations and promotions d. product and price

B. Place and Promotion

when a public relations professional develops an internal newsletter, which public relations function is being achieved? a. shaping and enhancing public image b. promoting employee relations c. gaining political or popular relations d. coping with crisis

B. Promoting Employee Relations

what is 1 way that many sport properties are growing their market by extending their distributions? a. collecting more data from their consumers b. scheduling competition in new markets c. using advertising to reposition their product d. using variable and dynamic ticket pricing

B. Scheduling Competition In New Markets

which of the following terms is defined as the acquisition of rights to affiliate or directly associate with a product or even for the purpose of deriving benefits related to that affiliation or association? a. activation b. sponsorship c. marketing d. positioning

B. Sponsorship

what term describes the reproduction, counterfeiting, or imitating of a registered mark, without the consent of the mark's owner, in an attempt to sell or advertise goods or services that are likely to cause confusion or deceive consumers a. libel or slander b. trademark infringement c. patent pending d. invasion of privacy

B. Trademark Infringement

- source - message - channel - receive - destination

Barta, Myers, and Aker Model of Advertising Communication System

1. attract new customers 2. increase frequency of purchases 3. reward loyalty 4. prevent defection

Benefits of Pro Sports Team Conducting a Price Promotion

You represent a professional sport league. A new computer company, HK Computers, is looking to gain market share against rivals such as Dell, Compaq, and Apple. HK is new to the marketplace, so its brand is not as strong as those of the ones mentioned. HK thinks that its product is positioned as such because people do not view it as of the same quality as Dell, but it is of better quality and it offers laptops and tablets for professionals and desktops that are great for home use. HK wants to increase its brand awareness and increase sales and market share, and it wants people to use the computers so that they can see that they are better machines than the competitors' machines. Create a partnership package using your inventory and explain how the sponsorship package will meet HK's needs. Inventory for a professional sport league might include signage; media ads; use of brands and logos; hospitality opportunities; access to players, teams, and executives; naming rights to league events; and activation opportunities surrounding league events. Students should clearly demonstrate the connection between the sponsors' objectives (brand awareness, product sampling, and direct sales) and the inventory sold. For example, associating the product with the sport league through signage and media advertising might increase brand awareness. Allowing spectators to sample the product through a sponsor tent outside the all-star game might be another possibility.

Business Objectives Within Sponsorship

when the marketing function areas within a sport organization are performed by too few employees, what is the typical result? a. productivity increases as employees work harder to make up for the shortfall b. creativity increases as employees become more invested in the organization c. day-to-day operations are emphasized more than strategic planning d. job duties become more personalized

C. Day-to-Day Operations are Emphasized More Than Strategic Planning

what type of trademark is a commonly used word or phrase that is difficult, although not impossible, to protect? a. fanciful b. arbitrary c. descriptive d. generic

C. Descriptive

for sport teams that develop a social media strategy, which social media network has the most active and engaged followers? a. tumblr b. pinterest c. facebook d. twitter

C. Facebook

what sport event frame is represented by a branded tailgating zone with games, big screen tvs, and food located in the parking lot outside a college football stadium? a. game b. spectacle c. festival d. individual

C. Festival

what is an effective way to inform, educate, and build relationships with stakeholders such as employees, season ticket holders, athletic donors, and sponsors? a. proactive media relations b. community relations c. internal public relations d. external public relations

C. Internal Public Relations

offering a postgame reception for those who have held season tickets for 10 or more years is a sales promotion directed at: a. attracting a new customer b. increasing frequency of purchases c. rewarding loyalty d. preventing defection

C. Rewarding Loyalty

in the past few years, sponsors have been eager to engage with a sport team's fan base through a. hospitality b. goodwill c. social media d. in-venue signage

C. Social Media

in sport marketing terms, which of the following is *not* an element of the place ensemble? a. artifacts b. experiences c. ticket prices d. aesthetics

C. Ticket Prices

the sport marketing term for seats of configurations of organizations linked together to deliver a product to consumers

Channels

___________________ is the joining of two or more entities to capitalize on a sponsorship or licensing opportunity

Co-op Sponsorship

common objectives that businesses have when the engage in a sport sponsorship: - increase public awareness of the company, product, or both - alter or reinforce public perception of the company - identify the company with the particular market segments - involve the company in the community - build goodwill among decision makers - generate media benefits - achieve sales objectives - showcase unique product features, technologies, or advantages - create an advantage over competitors through association or exclusivity - gain unique opportunities in terms of hospitality and entertainment - secure entitlement or naming rights

Common Business Objectives

- the strength of the entity's trademark: Is it arbitrary? Is it suggestive? Is it descriptive with secondary meaning? Is it nondistinctive? - the degree of similarity between the entity trademark and the infringing trademark. - the similarity of the products involved: How similar are the actual products? - the market channels involved: Does the entity offer its product or service to a group of consumers who is similar to what the infringing trademark seeks to target? - the distribution channels involved: Does the entity sell its product or service in the same places where the infringing trademark is offering its product? - the intent of the defendant in adopting the trademark: Is there evidence that the alleged infringer is trying to confuse consumers into believing that the product is somehow sponsored by or affiliated with the entity? - the sophistication of potential consumers: Are buying consumers sophisticated enough to understand that the entity is not the source of the alleged infringed product? - the evidence of actual confusion: Can the entity provide evidence, typically through consumer surveys, that consumers are confused about the source of the alleged infringed product?

Common Tactics Used by Ambush Marketers

- use of generic phrases - purchase of advertising time within the event broadcast - presence in and around the event venue - conducting consumer promotions - congratulatory messages

Common Tactics Used by Ambush Marketers

- ensure the creation and delivery of products that satisfy consumer wants and needs - nurture and preserve the credibility of the image that consumers hold both of the product and the organization - set a clear directions for all units and personnel

Comprehensive Marketing Control Plan

which of the following should be taken into consideration when determining where to build a facility? a. demographics b. duration and frequency of the event c. perception of quality d. all of the above

D. All of the Above

which of the following would be afforded copyright protection a. literary works, such as books and stories b. musical works, including any accompanying words c. motion pictures and other audiovisual works d. all of the above

D. All of the Above

the sport marketing concept of moving consumers from a state of nonawareness all the way to a heavy user is known as a. activation b. positioning c. promotion d. frequency escalator

D. Frequency Escalator

which of the following is not a space where teams are growing their social media audience? a. in-game or in-event b. in-broadcast c. digital marketing and advertising d. modified game form

D. Modified Game Form

a major league baseball team's decisions to raise season-ticket prices after a poor 2013 season and not re-sign its star free agent is an example of mixing: a. price and place b. place and promotion c. product and place d. product and price

D. Product and Price

which of the following is *not* one of the components that make up intellectual property law a. trademark b. copyright c. patent d. right of publicity

D. Right of Publicity

this person provides primary and secondary market data, develops and maintains the marketing information system, identifies new markets, and creates preliminary penetration plans for new markets. this person also provides service support to sales and public relations staff in terms of market research and intelligence

Director of Market Research

which of the following is not a role of the public relations department? a. planning campaigns b. facilitating interviews c. disseminating press releases d. managing crises e. selling season tickets

E. Selling Season Tickets

a company enters into a naming rights sponsorship agreement with a sport property because the property has its games televised. what benefit is the company seeking? a. to alter or reinforce public perception of the company b. to identify the company with the particular market segments c. to involve the company in the community d. to build goodwill among decision makers e. to generate media benefits

E. To generate media benefits

- limit the number of people who have access to accounts and change passwords frequently - keep official and personal accounts separate - establish clear written rules about what content should be published - be cautious when deleting content event if it is embarrassing, because getting caught deleting content can be worse - own up to mistakes

Guidelines to Avoid Social Media Pitfalls

many sports teams have initiation community relations programs 2 sources: 1. players 2. leagues

Initiation for Community Relations Programs

1. knowing the product 2. knowing the consumers

Keys to Effective Advertising Campaign

- partnerships with retail outlets - partnerships with ticket firms - telephone systems - payroll deductions - roving box offices - home delivery - at-home printing and mobile devices

Mechanisms to Distribute Tickets to Consumers

this p's image is a strong one and can directly affect the image of the sport product

Place

publicity generation from ____________ ____________ differs from that created by paid media in that: teams have far less control over the message with public relations

Public Relations

3 areas in an organization that are integrated in ___________ _________ _________ so that messages all reflect the same thing: 1. advertising 2. marketing 3. consumer relations

Public Relations Efforts

public relations = media relations + community relations

Public Relations Equation

4 reasons: 1. it builds an audience of fans to interact with in real time 2. it engages fans in ways that they want to be engaged 3. it's viral 4. it drives behavior that drives business

Reasons Social Media is Valuable to Sport Teams

- marketers must be careful not to alienate season ticket holders - marketers should use sponsors to help cover costs of value-added promotions., but must also find promotions that work for all levels of consumers - marketers must understand the unintended consequences of price discounting (which is a short-term fix) - marketers must understand the promotion's effect on concessions and merchandise sales - marketers should be strategic in planning promotions in regards to game schedules and timing of the promotion (peak-on-peak promotions)

Reasons Sport Marketers must be Strategic and Cautious When Using Sales Promotions to Sell More Tickets

reasons for explosive growth in sport sponsorship over the last 3 decades: -shift in marketing spends by tobacco and alcohol manufacturers - decreased effectiveness of advertising in print and television lower cost and increased exposure compared with traditional advertising - commercial success of 1984 la olympic games - increasing number of television channels devoted to sport programming - technological developments leading to the portability of sport through mobile devices - emergence of new sport offerings and the importing of programming from other countries - the popularity of sport-themed video gaming and fantasy sports - globalization of sport

Reasons for Explosive Growth in Sport Sponsorship

in simple terms, what is the formula to determine the return on investment for a sponsorship deal?

Revenue Generated / Sponsorship Fee = ROI

1. athletes' use of social media 2. athletes' use of trademarking names and slogans 3. use of current and former student-athletes' likeness in video games

Sport Marketing and Law

- use an authentic voice when delivering content and match the voice to the appropriate platform - listen to followers - learn from decisions and strategies - optimize the way the content is delivered by testing various approaches - deliver valuable content to consumers

Strategies and Guidelines to Build Social Media Audience

You have been hired as the athletics director at Your State University. (You oversee both marketing and public relations in that role.) The once-proud reputation of YSU is in shambles. The football and basketball teams have losing records, there are claims of academic dishonesty, players have been arrested, and the athletes are troublemakers on campus. The coaches are rude to sports writers, fans, and alumni. Athletes are viewed as malcontents. Alumni are disgusted, current students won't support the teams because of the behavior, season-ticket sales have plummeted, and you can't sign any sponsors. Give an action plan for how you will respond.

The student will incorporate elements of media, community, and public relations into the response

1. motivate consumers to attend 2. increase the perceived vale of the event

What In-Game Promotions Should Accomplish