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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
They did not meet association requirements
B
AA did not participate in leveraging
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
parasite
B
smart
C
target
D
mass
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
Smart marketing
C
Target marketing
D
Sponsorship marketing
4) Information on the advertising time or space is recorded on a:
A
Dollar card
B
Rate card
C
Time card
D
Advertising card
5) Businesses can assess and measure the success of sponsorship by comparing sales:
A
After sponsorship
B
Prior to and during sponsorship
C
Prior to and after sponsorship
D
During and 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
Looking at sales outside the viewing area
B
Reviewing trade journals
C
Measuring obtainment of established goals
D
Calculating profit before the sponsorship
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
Aggressive marketing
C
Parasite marketing
D
Consumption marketing
10) Ambush marketing is also known as
A
Surprise marketing
B
Smart marketing
C
Behavioral marketing
D
Parasite marketing
*select an answer for all questions
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