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SEM II 6.03
Test Description: Effectiveness of sponsorships
Instructions: Answer all questions to get your test result.
1) AA paid a sponsorship fee of $5K to the athletic association. AA felt it did not need to do anything else. Based on the information given, why could this sponsorship fail?
A
AA did not cover the cost of their expenses
B
AA did not participate in leveraging
C
They did not meet association requirements
D
Sponsors should follow-up after paying a fee
2) Rocky’s has not paid the fee to be an official sponsor of the Kentucky Derby. However, it sponsors jockeys, making the public believe they are an officialsponsor. This is:
A
target
B
mass
C
parasite
D
smart
3) When a company does not pay the fee to be an official sponsor but uses techniques to make the public believe the company is an official sponsor is called:
A
Sponsorship marketing
B
Target marketing
C
Smart marketing
D
Ambush marketing
4) Information on the advertising time or space is recorded on a:
A
Dollar card
B
Time card
C
Rate card
D
Advertising card
5) Businesses can assess and measure the success of sponsorship by comparing sales:
A
During and after sponsorship
B
Prior to and during sponsorship
C
After sponsorship
D
Prior to and after sponsorship
6) The first step in assessing and measuring the success of a company’s sponsorship is to:
A
Graph sales
B
Measure customer awareness
C
Develop rate cards
D
Analyze impressions
7) Measuring the success of a sponsorship can be accomplished by:
A
Calculating profit before the sponsorship
B
Reviewing trade journals
C
Looking at sales outside the viewing area
D
Measuring obtainment of established goals
8) Information on advertising prices related to the value of time or space can be found on:
A
Behavioral reports
B
Media tickets
C
Bank statements
D
Rate cards
9) Ambush marketing is also referred to as:
A
Attack marketing
B
Consumption marketing
C
Parasite marketing
D
Aggressive marketing
10) Ambush marketing is also known as
A
Parasite marketing
B
Surprise marketing
C
Behavioral marketing
D
Smart marketing
*select an answer for all questions
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