Sports Management Exam #2

Three A's in sports marketing and social media

1. awareness 2. attraction 3. action

S.O.P

Standard Operating Procedures

The Philadelphia Wings of the National Lacrosse League put their players' Twitter monikers on jerseys instead of last names. This exemplifies a. the low cost of social media b. a way to hire using social media c. a social media branding opportunity d. a way to increase web traffic using social media

a social media branding opportunity

____________ of a sponsorship relates to the process of actively marketing and managing the sponsor's partnership with an event. a. activation b. renewal c. relationship d. advertising

activation

interactions of target audience and consumer with the brand and/or event

activation

detail how the sponsor's logo will be used in event advertising

advertising

Event organizers can keep cost under control through which of the following strategies? a. Find low-cost goods and services through auctions, bids, or negotiations b. Use a spreadsheet to help monitor expenses c. Restrict spending authorizations and amounts to relatively few people d. All of these

all of these

Jane is the director of corporate partnerships for athletic marketing at a Division I school in Maryland. When she talks to potential partners, what are some types of inventory she may offer? a. merchandise b. signage c. printed materials d. all of these

all of these

What are some questions you should consider when writing a sponsorship proposal? a. How do I target the audience? b. Why will they come? c. Who else is sponsoring the event? d. all of these

all of these

What are the primary elements of a budget? revenues expenses net income all of these

all of these

Which is true regarding facilities? a. Multipurpose million-dollar facilities do not want to stand idle. b. Most facilities look to lease or rent usage to event managers or planners in order to use their space as often as possible. c. Event managers seek to establish a set time frame for using a facility. d. all of these

all of these

Which of the following is (are) way(s) to attract participants to sporting events? a. Keep participants informed as the event approaches. b. Focus on the entire experience rather than just your event. c. Have a player-friendly mentality. d. all of these

all of these

Which of the following is a reason why a sport organization should engage in social media? a. to reach a targeted audience b. because of the low cost c. to connect with customers d. all of these

all of these

Which of the following terms is correctly matched with form of electronic media? a. marketable URL = something people will remember b. usability = the ease with which your visitors can use your site c. All of these are matches. d. None of these is a match.

all of these are matches

Sponsorship has been described as a triad whereby the relationships within the event triangle can are in three distinct but related parts. Which of the following best describes these parts? a. The event provides the opportunity to attract fans and provide exposure for potential sponsors. b. Fans seek entertainment from the event and are exposed to the various promotional activities during the event. c. Sponsors exploit the opportunity to leverage fans through borrowed equity, the use of a sporting event to market. d. All of these are parts of the sponsorship triad.

all of these are parts of the sponsorhip triad

Which of the following statements is (are) true regarding sporting events? a. Sporting events are perishable, meaning once they are over, they are over. b. The cost of attending an event is often much greater than just the ticket prices. c. Consumers of sporting events tend to be highly identified with the product. d. All of these statements are true.

all of these statements are true

tactics of crowd management

always be professional establish report with leader be friendly but firm remain impartial

The Salem Red Sox minor league baseball club restricts the number of beers one person can purchase. This policy follows the guidelines of a. a liquor plan b. a concessions plan c. an alcohol management plan d. pricing alcohol

an alcohol management plan

Advertising can be defined as a. any paid, nonpersonal, clearly sponsored message conveyed through the media b. the acquisition of rights to affiliate or directly associate with a product or event for the purpose of deriving benefits related to that affiliation or association c. one company paying a fee to a promoter to endorse the event and promote their products d. all of these

any paid, nonpersonal, clearly sponsorship message conveyed through the media

main cause of death in crowd issues

asphyxiation

A ___________ involves two parties engaging in promise. a. bilateral contract b. unilateral contract c. contract d. contractual agreement

bilaterial contract

Which of the following descriptions is correctly matched with type of budget? a. a work in progress where event organizers gather information = preliminary budget b. the estimating process is complete and actual numbers are included = preliminary budget c. the estimating process is complete and actual numbers are included = working budget both a and c

both a and c

Sponsorship can be defined as a. any paid, nonpersonal, clearly sponsored message conveyed through the media b. the acquisition of rights to affiliate or directly associate with a product or event for the purpose of deriving benefits related to that affiliation or association c. one company paying a fee to a promoter to endorse the event and promote their products d. both b and c

both b and c

Terry is an event planner for a sport organization that owns the rights to a marathon event. She was recently at a meeting for the National Association of Sports Commissions (NASC) and asked other event planners how they did their budgeting. How was she deriving her budgetary figures? a.suppliers and buyers b. professional c.associations competition d. both b and c

both b and c

A _____________ is often communicated through the event's____________. a. brand; experience b. brand; vision c. brand; location d. brand; name

brand; name

functions of the event:

can be amateur, typically provides some form of entertainment for spectators, provides exposure for sponsorships

___________ provides compensation to an event organizer for expenses should an event be unable to commence or is interrupted. a. weather b. cancellation insurance c. employment insurance d. food handling

cancellation insurance

When the London Organizing Committee of the Olympic Games improved roads in London, what type of expense did they incur? player-related costs capital investment venue and facility costs marketing and promotion costs

capital investment

The New Market Marathon had to incur marketing expenses before receiving registration checks from those participating in the race. This is an example of a(n) ___________issue. capital expenditures expenses budgeting cash flow and cash management

cash flow and cash management

Crowd types:

casual and psychological

no group behavior; just close in proximity

casual crowd

effective sport marketing techniques for social media

choose an appropriate platform, build an audience, engage fans

For event managers, the relationship between the media and an institution should be symbiotic, which means a. demanding b. cooperative c. together d. positive

cooperative

how much the deal is worth and when the money should be paid

cost

goals in sports marketing

create a passionate invested fan base, to maintain a passionate invested fan base, to grow a passionate invested fan base

taking proactive steps before a crowd gets out of hand

crowd management

Crowd vs. Mob

crowd: lawful and causal mob: unlawful and riotous

Who is your target audience?

demographics and psychographics

number of people in given space

density

indicate which merchandise options are available to the sponsor

display/ merchandise

people going out

egress

indicate how many hospitality options and free tickets are included in the deal

entertainment

exclusivity and rider clause

entertainment contracts

Judy Johnson feels a great sense of accomplishment when her alma mater wins a football game. This example demonstrates which type of motivation? a. performance b. esteem c. socialization d. diversion

esteem

A description outlining the purpose of an event and the relevant stakeholders would be useful in which of the following sections of a marketing plan? a. competition b. SWOT analysis c. event description d. environment

event description

the organization and coordination of the activities required to achieve the objectives of events

event management

the marketing of an event by its organizers

event marketing

proposed sponsor to be the only one from their product category

exclusivity

sponsorship proposal components

exclusivity, television, signage, entertainment, display/ merchandise, promotions/ public relations, advertising, cost

Which term represents money flowing out of an event or organization and the costs associated with generating revenue? a. income b. losses c. expenses d. revenues

expenses

number of people that pass a given point at a given time

flow

what is offered and sold

food and beverage contracts

During this stage of the budgeting process, organizers examine internal documents such as financial statements for details about the organization or event's past performances and historical sales information. a. compare industry norms b. gather information c. forecast sales d. project profits and losses

forecast sales

Which of the following is not a benefit of sponsorship? a. exclusivity b. reinforce image c. naming rights d. forecasting

forecasting

agreements between teams

game contracts

Which of the following lists the five stages of the budgeting process in the correct order? a. forecast sales, project profits and losses, compare industry norms, determine capital needs, and gather information b. gather information, compare industry norms, forecast sales, project profits and losses, determine capital needs c. gather information, forecast sales, project profits and losses, compare industry norms, determine capital needs d. determine capital needs, gather information, forecast sales, project profits and losses, compare industry norms

gather information, forecast sales, project profits and losses, compare industry norms, determine capital needs

key metrics to measure:

impressions reach and video views engagement and amplification of posts sentiment benchmark to other teams community growth by channel/platform

Key metrics to measure with social media;

impressions, reach and video views engagement sentiment benchmark/ activities community growth

Examples of _________ include nonmonetary partnerships that provide gift bags, baskets, giveaways, prizes for raffles, photography services, and T-shirts. a. advertising b. in-kind contributions c. sponsorships d. events

in-kind contributions

people moving in

ingress

Which of the following contract law terms is correctly matched with the corresponding definition? a. capacity = when the person being offered something of value accepts the conditions b. legality = the promise must be based on a legal transaction c. consideration = both parties have the capacity to enter into a contract d. offer = one person's offer of something of value in exchange for something of value from the other person

legality = the promise must be based on a legal transaction

Evaluation in media relations and promotion involves a. enhancing your brand b. measuring your goals against actual performance c. implementing objectives d. setting objectives

measuring your goals against actual performance

broadcasting rights with big payouts

media contracts

______________ is defined as the give-and-take relationship that must be groomed and nurtured by the sport organization in order to maintain a position with the media outlet who then promotes and broadcasts the sporting event. a. media relations b. media promotion c. social media d. sport media communications

media relations

When the NFL negotiates with Fox Sports, what kind of revenues do they hope to generate? a. corporate b.hospitality c. media rights d. sponsorship tickets

media rights

Which of the following may be referred to as a value-added promotion? a. open houses b. discounts c. family packages d. coupon

open houses

The Wilmington Blue Rocks baseball team ran an advertisement promoting season tickets on a local metropolitan bus. This type of advertising is classified as a. print media b. outdoor media c. electronic media

outdoor media

Which of the following is not a sponsorship category? a. hospitality and food b. naming rights c. title d. personal

personal

Ways to create activation:

photo promotions, social media, gamification, contests

Which of the following elements of the marketing mix is correctly matched with the corresponding example? a. price = methods marketers use to communicate with customers b. promotion = unit of exchange required to satisfy needs and provide benefits to the event participant c. product = decisions that balance attractiveness and value with organizational value d. place = issues related to time and place

place = issues related to time and place

A sporting event that offers tickets at 50% off the normal price would be offering a ___________. a. price promotion b. value-added enticement c. persuasive argument d. dynamic discount

price promotion

Some participants of the New York Marathon run primarily for the health benefits. Event marketers can segment these individuals based on a. demographics b. psychographics c. product usage d. product benefits

product benefits

Which of the following elements of the 10 Ps is correctly matched with the corresponding definition? a. positioning = methods marketers use to communicate with customers b. placing = fixing the sport entity in the minds of targeted individuals c. promise = evaluating d. promoting = fixing the sport entity in the minds of targeted individuals

promise = evaluating

The Charlotte Panthers citywide Amazing Race scavenger hunt is an example of a(n) ________ using social media. a. easier referral b. promotional opportunity c. way to reach fans d. way to connect

promotional opportunity

list the sponsor's access to event promotions and PR activities

promotions/ public relations

Sponsorship agreements are established in an effort to a. be broken b. protect the best interests of all parties involved c. create division between parties d. all of these

protect the best interests of all parties involved

common intent or respond emotionally to some stimuli

psychological

The use of loudspeakers in public areas, performing in a public area, building permanent or temporary structures, noise control, and potential traffic snarls can be referred to as ______________. a. food handling b. permits c. regulations d. licenses

regulations

Cody is the assistant sport information director for Lynchburg College. He recently supplied accurate and timely information to various media outlets in the Lynchburg area. In this role, he is ___________ media. a. calculating b. retaining c. defining d. retooling

retaining

Which of the following is not a critical R of media relations? a. retaining b. repairing c. retooling d. relating

retooling

On an income statement, ____________ are referred to as the top line based on their location on the income statement. a. profits b. expenses c. revenues d. incomes

revenues

After Jim Cleppinger died of cancer, his wife donated funds to name a building after him. This is an example of which type of naming right? a. rights to a legacy gift b. rights for a title sponsor of an event c. rights for a long-term partnership d. all of these

rights to a legacy gift

Which of the following sponsorship components is correctly matched with the corresponding process? a. identifying = selling b. maintaining services = research c. securing = selling d. identifying = research

securing = selling

outsourced help (coverage and cost)

security contracts

state how many signs the sponsor will be allowed to place at the event

signage

Motivations for attending event:

socialization, performance, excitement, esteem, diversion

impact of social and culture when in a crowd

sociocultural influence

distance covered over time

speed

formula for flow:

speed x density x width

three components of the event triangle

sponsor, spectator, event

specific to event and the party involved

sponsorship contracts

The ____________ is the unit of exchange designed to satisfy needs and provide benefits to the event participant or spectator. a. promotional mix b. sport product c. marketing concept d. marketing mix

sport product

specify the minimum amount of tv coverage for the sponsor

television

a function that will draw participants, spectators, and sponsors

the event

the model for studying the exchanges developed in sports marketing between producers and consumers

the event triangle

those attending the event as a source of entertainment

the spectator

a company using the event to reach important consumers

the sponsor

A ____________ occurs when an event property buys air time and broadcasts the event itself. rights fee syndication fee barter time buy

time buy

what is the primary focus of event marketing

to attract all three components of the event triangle

Which of the following is not a primary reason to conduct an event in accordance with established laws and regulations? a. to protect your financial investment b. to protect your legal interest c. to operate ethically d. to create a winning environment

to create a winning environment

what is the primary focus of event marketing

to ensure the event logistics are properly planned and executed

sponsorship objectives

to increase exposure and awareness levels of a company's products and services to demonstrate new or improved products in an exclusive environment to improve the company's image to incentivize, motivate, recruit, retain the workforce to develop and improve relationships to increase sales

What is the primary focus of the Occupational Safety and Health Administration? a. to assist in enforcing Title IX b. to help in the planning of events c. to reduce the number of job-related illnesses, injuries, and deaths d. none of these

to reduce the number of job-related illness, injuries, and deaths

Events do not exist in a vacuum

validate your event idea, assess chances of success, put your event and planning in context

provision/delivery of goods

vendors/suppliers contracts

use of a facility

venue contracts

defer liability

waivers and releases

functions of the sponsor

will utilize the event to market its products or services and will leverage its relationship to advance future business opportunities

_______________ can be generated by working with other organizations to get their members talking about your event, providing recruiting incentives to customers, and giving items such as coupons. a. word of mouth b. direct sales c. promotion d. advertising

word of mouth