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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 participate in leveraging
B
They did not meet association requirements
C
Sponsors should follow-up after paying a fee
D
AA did not cover the cost of their expenses
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
mass
B
target
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
Ambush marketing
B
Sponsorship marketing
C
Target marketing
D
Smart marketing
4) Information on the advertising time or space is recorded on a:
A
Rate card
B
Advertising card
C
Dollar card
D
Time card
5) Businesses can assess and measure the success of sponsorship by comparing sales:
A
Prior to and during sponsorship
B
Prior to and after sponsorship
C
During and after sponsorship
D
After sponsorship
6) The first step in assessing and measuring the success of a company’s sponsorship is to:
A
Develop rate cards
B
Graph sales
C
Measure customer awareness
D
Analyze impressions
7) Measuring the success of a sponsorship can be accomplished by:
A
Reviewing trade journals
B
Calculating profit before the sponsorship
C
Measuring obtainment of established goals
D
Looking at sales outside the viewing area
8) Information on advertising prices related to the value of time or space can be found on:
A
Bank statements
B
Media tickets
C
Rate cards
D
Behavioral reports
9) Ambush marketing is also referred to as:
A
Consumption marketing
B
Aggressive marketing
C
Parasite marketing
D
Attack marketing
10) Ambush marketing is also known as
A
Behavioral marketing
B
Smart marketing
C
Parasite marketing
D
Surprise marketing
*select an answer for all questions
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