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SEM 2 Unit 2 Part 3
Test Description: SEM 2 Unit 2 Part 3
Instructions: Answer all questions to get your test result.
1) What is a benefit to a sports team of coordinating outreach projects with local community organizations?
A
Decreases the need to advertise
B
Improves relations with the media
C
Generates public support for a team
D
Attracts athletes from other sports
2) The primary objective of developing sport/event public-relations strategies is to
A
promote publicity efforts with key members of the media and business community.
B
encourage local businesses to purchase more tickets, concessions, and merchandise.
C
establish a feeling of goodwill with all of the organization's fan bases.
D
develop positive relationships with corporate sponsors and advertisers.
3) Which of the following is an example of publicity in the sport/event industry:
A
The International Olympic Committee elects a new president to its governing boar
B
The national soccer league secures advertising spots on network television stations.
C
A local newspaper prints a human-interest story about a college volleyball player. D. The International Olympic Committee ele
D
A business owner purchases baseball uniforms and equipment for a Little League team.
4) Which of the following statements is true regarding the importance of fan support to sport/event activities:
A
Large sport/event organizations are usually more successful in building fan support than smaller organizations.
B
Building fan support involves public-relations strategies designed to increase short-term sales.
C
Most sport/event marketers consider spectators their most important fan base.
D
Without ongoing fan support, a performer's popularity or an organization's profitability decreases.
5) Which of the following is an example of a viral marketing strategy:
A
A stadium banner shows a graphic of an ice-cold glass of a favorite soft drink.
B
A blimp displaying a sporting-goods retail chain logo flies over a football stadium.
C
A local restaurant places a poster of a supplier's product near the building entrance.
D
An e-mail sender asks the message receiver to forward the message to 10 friends.
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
A
nondesignated sponsorship.
B
ambush marketing.
C
sales promotion.
D
copyright infringement.
7) Which of the following is a true statement about ambush marketing?
A
It relies on celebrity endorsements to become an official event sponsor.
B
It uses questionable tactics to connect a non-sponsoring business with an event.
C
Most businesses believe that ambush marketing is an ethical practice.
D
A business pays a sponsorship fee to be associated with an event.
8) Which of the following is an example of a sales promotion that uses a special event to increase high attendance rates at a professional baseball game:
A
The team's logo merchandise is sold in the retail store located in the stadium.
B
Baseball statistics and articles are printed in the team's program.
C
Concession stands offer bundled food and beverage items for a low price.
D
Free autographed baseballs are given to the first 100 attendees on little-league day.
9) Which of the following is an example of using a special event as a sales-promotion strategy to increase ticket sales:
A
Planning an interview with a popular columnist
B
Using telemarketers to contact a target audience
C
Holding a contest during a game or performance
D
Advertising prices in a community publication
10) A sporting-goods company developed a humorous video and placed it on YouTube. Within three days, the video was viewed 436,067 times, and many viewers linked the video to their Facebook pages to share with their friends and family. What strategy did t
A
Viral marketing
B
Loyalty programming
C
Product placement
D
Pay-it-forward advertising
11) 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 sports program to the fans and media
C
A pregame autograph and photo session for fans with the team's players
D
A postgame dinner for team players and their families
12) A guideline to follow when preparing promotional budgets is to keep them flexible because they are
A
techniques.
B
objectives.
C
concepts.
D
forecasts.
13) What is the primary factor that marketers must consider when allocating funds to the promotional budget?
A
Promotional mix
B
Organization's size
C
Inventory levels
D
Corporate accounting system
14) Many businesses coordinate a wide variety of promotional activities such as advertising, special events, and displays in order to
A
maintain appearances.
B
keep employees occupied.
C
reach a large audience.
D
spread out promotional funds.
15) In which of the following situations might a business decide to increase the percent of net sales that it allocates to its promotional budget:
A
Consumers want more coupons.
B
Competitors are spending more.
C
Suppliers want more coverage.
D
Radio stations are charging more.
16) A small start-up company that sells its products to other businesses might consider allocating a large portion of its promotional budget to __________ activities.
A
personal selling
B
research
C
publicity
D
advertising
17) Marketers often develop and publish a promotional calendar of events in order to use the calendar as a(n)
A
operating system.
B
advertising tool.
C
policy guide.
D
pricing document.
18) A business that uses advertised specials to attract customer interest should use displays to __________ that interest.
A
surmount
B
reinforce
C
displace
D
overcome
19) A business coordinates its advertising, visual merchandising, and special events in order to
A
forecast sales.
B
attract customers.
C
develop policies.
D
improve relations.
20) When should sport/event organizers consider hiring a promotional agency?
A
If a large event is scheduled in many cities over time
B
Before corporate sponsors have been secured
C
After a small event has established a positive reputation
D
Upon hiring additional personnel to oversee promotional efforts
*select an answer for all questions
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