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SEM II 2.06 - 2.08 Study Guides
Test Description: Study Guides for review
Instructions: Answer all questions to get your test result.
1) Which is an example of a viral marketing strategy?
A
A blimp displaying a sporting-goods retail chain logo flies over a football stadium.
B
An e-mail sender asks the message receiver to forward the message to 10 friends.
C
A local restaurant places a poster advertising a product near the entrance of a building.
D
A stadium banner shows a graphic of an ice-cold glass of a favorite soft drink.
2) Which is an example of a sales promotion that uses a special event to increase high attendance rates at a professional baseball game?
A
Concession stands offer bundled food and beverage items for a low price.
B
Free autographed baseballs are given to the first 100 attendees on Little League Day.
C
Baseball statistics and articles are printed in the game program.
D
The team’s logo merchandise is sold in the retail store located in the stadium.
3) What variable might increase attendance at a professional soccer game?
A
Offering a wide variety of food and beverages at the concession stands
B
Mass distribution of the team’s program to the fans and media
C
A postgame dinner for team players and their families
D
A pregame autograph and photo session for the fans
4) Which is an example of using a special event as a sales-promotion strategy to increase ticket sales?
A
Holding a contest during a game or performance
B
Using telemarketers to contact a target audience
C
Planning an interview with a popular columnist
D
Advertising prices in a community publication
5) Which is a true statement about ambush marketing?
A
It relies on celebrity endorsements to become an official event sponsor.
B
A business pays a sponsorship fee to be associated with an event.
C
It uses questionable tactics to connect a nonsponsoring business with an event.
D
Most businesses believe that ambush marketing is an ethical practice.
6) An athletic shoe company that has no association with the Olympic games runs a television commercial congratulating a track star for winning two gold medals. This is an example of which promotion?
A
Sales promotion
B
Non–designated sponsorship
C
Ambush marketing
D
Copyright infringement
7) What should every sports organization do before registering a trademark?
A
Develop a licensing program
B
Offer guidelines for consumers on how to distinguish real products from fake
C
Conduct a trademark search for conflicting or similar marks
D
Hire “logo cops” to look for counterfeit merchandise
8) What does trade dress protect?
A
The distinctive slogan of a good or service
B
The distinctive logo or graphics of a good or service
C
The distinctive name of a good or service
D
The distinctive appearance or image of a good or service
9) The selection of a particular entertainer to endorse a new product should be directly linked to which part of the company?
A
Personality
B
Image
C
Distribution
D
Profitability
10) What portion of the license agreement specifies the exact beginning and ending dates of the contract?
A
Restrictions and requirements
B
Warranties and obligations
C
License grant
D
Term
11) What does the license grant portion of the license-agreement specify?
A
Properties being licensed and types of merchandise to be produced
B
Procedures to review the licensee’s work
C
Details regarding payment
D
The exact beginning and ending dates of the contract and processes for contract renewal
12) When an event planner seeks celebrity endorsements for an upcoming event, in addition to being credible, which other characteristic should the celebrity have?
A
Neutral
B
Trustworthy
C
Resourcefu
D
Innovative
13) One of the benefits to a business using an advertising agency is due to which situation?
A
Business will not need to prepare a promotional budget.
B
Business can promote its products less expensively.
C
Agency has an objective view of the marketplace.
D
Agency may represent a competitor of the business.
14) A characteristic of a full-service advertising agency is that it contains which area?
A
Creative department
B
Talent agency
C
Television studio
D
Printing facility
15) Which is the main characteristic of a full-service advertising agency?
A
It specializes in buying media time and space.
B
It does not limit its services to promotion.
C
It specializes in providing creative services.
D
It does not provide services to individuals.
16) One reason why many businesses contract with advertising agencies is to obtain which option?
A
Marketing strategies
B
Free publicity
C
Operational advice
D
Copywriting services
17) Which is a factor that businesses often consider when selecting advertising agencies?
A
Accounting system
B
Performance record
C
Work environment
D
Staff organization
*select an answer for all questions
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