SEM II 2.06 - 2.08 Study Guides Question Preview (ID: 37866)
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Which is an example of a viral marketing strategy?
a) A blimp displaying a sporting-goods retail chain logo flies over a football stadium.
b) A stadium banner shows a graphic of an ice-cold glass of a favorite soft drink.
c) An e-mail sender asks the message receiver to forward the message to 10 friends.
d) A local restaurant places a poster advertising a product near the entrance of a building.
Which is an example of a sales promotion that uses a special event to increase high attendance rates at a professional baseball game?
a) Baseball statistics and articles are printed in the game program.
b) Free autographed baseballs are given to the first 100 attendees on Little League Day.
c) The team’s logo merchandise is sold in the retail store located in the stadium.
d) Concession stands offer bundled food and beverage items for a low price.
What variable might increase attendance at a professional soccer game?
a) A postgame dinner for team players and their families
b) Mass distribution of the team’s program to the fans and media
c) Offering a wide variety of food and beverages at the concession stands
d) A pregame autograph and photo session for the fans
Which is an example of using a special event as a sales-promotion strategy to increase ticket sales?
a) Advertising prices in a community publication
b) Holding a contest during a game or performance
c) Using telemarketers to contact a target audience
d) Planning an interview with a popular columnist
Which is a true statement about ambush marketing?
a) It relies on celebrity endorsements to become an official event sponsor.
b) A business pays a sponsorship fee to be associated with an event.
c) Most businesses believe that ambush marketing is an ethical practice.
d) It uses questionable tactics to connect a nonsponsoring business with an event.
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 which promotion?
a) Sales promotion
b) Copyright infringement
c) Ambush marketing
d) Non–designated sponsorship
What should every sports organization do before registering a trademark?
a) Hire “logo cops” to look for counterfeit merchandise
b) Conduct a trademark search for conflicting or similar marks
c) Develop a licensing program
d) Offer guidelines for consumers on how to distinguish real products from fake
What does trade dress protect?
a) The distinctive logo or graphics of a good or service
b) The distinctive slogan of a good or service
c) The distinctive appearance or image of a good or service
d) The distinctive name of a good or service
The selection of a particular entertainer to endorse a new product should be directly linked to which part of the company?
a) Distribution
b) Profitability
c) Image
d) Personality
What portion of the license agreement specifies the exact beginning and ending dates of the contract?
a) License grant
b) Term
c) Warranties and obligations
d) Restrictions and requirements
What does the license grant portion of the license-agreement specify?
a) The exact beginning and ending dates of the contract and processes for contract renewal
b) Procedures to review the licensee’s work
c) Properties being licensed and types of merchandise to be produced
d) Details regarding payment
When an event planner seeks celebrity endorsements for an upcoming event, in addition to being credible, which other characteristic should the celebrity have?
a) Resourcefu
b) Innovative
c) Neutral
d) Trustworthy
One of the benefits to a business using an advertising agency is due to which situation?
a) Business can promote its products less expensively.
b) Agency has an objective view of the marketplace.
c) Business will not need to prepare a promotional budget.
d) Agency may represent a competitor of the business.
A characteristic of a full-service advertising agency is that it contains which area?
a) Creative department
b) Television studio
c) Printing facility
d) Talent agency
Which is the main characteristic of a full-service advertising agency?
a) It does not limit its services to promotion.
b) It does not provide services to individuals.
c) It specializes in providing creative services.
d) It specializes in buying media time and space.
One reason why many businesses contract with advertising agencies is to obtain which option?
a) Marketing strategies
b) Free publicity
c) Copywriting services
d) Operational advice
Which is a factor that businesses often consider when selecting advertising agencies?
a) Accounting system
b) Performance record
c) Work environment
d) Staff organization
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