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SEM I 1.06 Study Guide
Test Description: 1.06 Review for exam
Instructions: Answer all questions to get your test result.
1) The team name, mascot, and logo are important elements that a sport/event organization uses to create and maintain
A
financial accountability
B
market segmentation
C
brand awareness
D
image extension
2) Which of the following statements is true regarding sports marketing:
A
The distribution of licensed sports apparel is an effective way to create team and brand awareness
B
The use of high-profile athletes to endorse products does not increase brand recognition
C
Sports marketing encompasses only the radio and television media.
D
Corporations sponsor sporting events to decrease their brand recognition
3) Team-related factors that affect brand equity include
A
tradition, performance, and star athletes
B
schedule, coaches, and reputation
C
performance, coaches, and star athletes
D
star athletes, schedule, and tradition
4) The basis for licensing process is
A
the fans
B
sponsorship
C
trademarked property
D
manufacturing.
5) Which of the following is an example of a licensed product:
A
Wheaties cereal box featuring an athlete
B
NASCAR earrings
C
Buick invitational golf tournament
D
Converse shoes
6) What are royalties?
A
A percentage of actual sales
B
A percentage of expected sales
C
A percentage of taxes
D
A percentage of union dues
7) Sports marketers have an advantage over all other types of licensors in the international marketplace because
A
sports are universally appealing
B
foreign countries are usually wealthy
C
soccer is so popular
D
they already make so much money in the U.S. market
8) Which of the following is an example of a celebrity endorsing an event simply by being associated with it:
A
saying a tournament is great
B
Appearing in a print ad
C
Cheering for a football team
D
Attending a grand opening
9) A celebrity who is paid to use a product and discuss its effectiveness during a lengthy TV commercial is giving a(n)
A
interview
B
testimonial
C
personal observation
D
sales presentation
10) A celebrity's appearing in a commercial for a soft drink while wearing a certain brand of clothing and holding a certain brand of tennis racquet is an example of
A
cross-promotion
B
personal selling
C
team-building
D
public relations
11) Athletes are often considered to be particularly effective promoting products related to their
A
lifestyle
B
education
C
sport
D
background
12) A primary reason that large businesses purchase the naming rights to a new sport/event facility is because it
A
is the least expensive way to create name recognition
B
usually increases spectator fan-base loyalty levels
C
provides exclusivity and has potential to maximize exposure
D
reduces the need to engage in other promotional activities
13) What might a sports organization offer a business to encourage that business to sponsor an event?
A
partial ownership
B
percent of profits
C
naming rights
D
Free advertising
14) A primary reason that many colleges and universities sell the naming rights for their new football stadiums or basketball arenas is to
A
create publicity for the new facility
B
help pay for construction expenses
C
honor a former student-athlete
D
encourage fans to attend sports events
15) The ultimate purpose of branding in sport/event marketing is to
A
identify the retailer
B
create awareness
C
encourage sales
D
obtain a sponsor
16) When designing an event program for a charity event, it is important to
A
acknowledge the event sponsors
B
offer free admission coupons to other events
C
include the printing costs on the back cover
D
provide product samples
17) What should be included in an event program if it is longer than four pages?
A
Statement of organizers
B
Satisfaction survey
C
Local news articles
D
Table of contents
*select an answer for all questions
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