Unit 4 Sports & Entertainment Marketing Sai
What is an example of a business using a celebrity's appearance to attract customers to an event
A rock star signs copies of their latest CD at a store's grand opening
When sport/event marketers use ongoing, two-way communication to build trust and goodwill with the media, they are creating a(n)______ relationship
Interactive
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
A stadium designed with more female restrooms than male restrooms is responding to which of the following customer expectations
adequate facilities
what is one of the main features of a sports product
athletes
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 she should
call the media to give the correct information
What do businesses often include with a news release to attract and editor's attention
captioned photograph
What do event organizers often include in an event to add interest and excitement to the event
celebrity appearence
Sport/event organizations develop and generate newsletters to
communicate with the public
when you ask, "what does this sales promotion offer to customers?" What step in the process of generating 'out of the box' sales promotion ideas are you completing?
determine incentive
When prices of up or down, the change can affect how much of the sport/event product customers purchase. this is the general principle of
elasticity
A stadium deciding to place messages and team logos on electronic boards is an example of selecting
event signage
the purpose of designing an event program that contains space for advertisements is to
generate more revenue
The additional cost of paying for parking and buying refreshments and programs is part of the overall ____of attending a concert
goal
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 18-35 year old crowd. How is brian prepared for inspiration?
he knows his target market
To develop positive relationships with the media, an ad agency's public-relations director must be
honest and professional
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 pronunciation that might be difficult
what is a consideration when implementing a ticket sales campaign?
immediate accessibility
What is the advantage to a business of placing signage on the outfield stadium wall during a televised professional baseball game
increase brand awaremenss
A soft-drink manufacturer is a sponsor for a professional baseball team. What signage placement option would provide the most exposure to the manufacturer's products
interior wall of the outfield
What is a tangible benefit of purchasing a surf board
it gives you the opportunity to join a surfing club
Yield management is a way that sport/event marketers address product pricing issues when they want to maximize revenue but have
limited capacity
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
What is a company-focused pricing objective for sport/event products
offering the most discounts to customers
To increase revenue, professional baseball & football teams often sell advertising that appears
on the back of tickets
When writing news releases, businesses should avoid including their
opinions
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
which pricing strategy sets prices lower than those of the competition?
penetration
What do professional sports teams design for use during games that often become promotional tools because fans take them more
programs
Developing positive relationships with people who work for local TV stations and newspaper publishers is a way for an advertising agency to generate_____ for it's clients
publicity
One reason sports/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 preparation
In sports and entertainment marketing, the concept of proce includes not only the cost of a ticket to an event but also the
quality of the media advertising
To obtain the most exposure during a sporting event the best logo placement opportunity for businesses is on
race cars
When attending a sporting event, most fans expect that the facility will provide them with a(n)
safe environment
Sales promotion is a major part of sport/event marketing because
the industry is so highly competitive
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 of technique
Why is it important for professional sport organizations to develop positive relationships with the media?
to maximize favorable news and event coverage
Why might a sport/event organization price entry fees for a marathon below normal rates?
to meet competitors prices
Which factor is the most likely to cause people to not want to return to the annual fireworks show that attracts hundreds or thousands of people to the downtown area
traffic
one of the features of sports/events such as football games is that they are
unpredictable
