Category 1
_____________________ is the process involved in creating a unique name and image.
Branding
Endorsement
Licensing
Sponsorship
Branding
What rule of thumb will help sport/event marketers develop a memorable logo?
It should be clear and simple
It should be elaborate and flashy
It should be clear and simple
What are royalties?
A percentage of actual sales
A percentage of expected sales
A percentage of actual sales
he basis for licensing process is
The fans
Trademarked property
Trademarked property
The ultimate purpose of branding in sport/event marketing is to
Encourage sales
Obtain a sponsor
Encourage sales
__________________ is a testimonial or appearance made by a celebrity or well-known person.
Branding
Licensing
Sponsorship
Endorsement
Endorsement
What do some professional sport teams do to promote renewed interest in a team that is losing support from fans?
Redesign logos
Increase prices
Redesign logos
If Coca-Cola is the only soft-drink sponsor of your favorite team , Coca-Cola is considered a (n)
Exclusive
Large-business
Exclusive
What might a sports organization offer a business to encourage that business to sponsor an event?
Partial ownership
Naming rights
Partial Ownership
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 racket is an example of
Public relations
Cross-promotion
Cross-promotion
_______________________ is supporting an event, activity or organization by providing money or other resources that is of value to the sponsored event. This is usually in return for advertising space at the event or as part of the publicity for the event.
Licensing
Branding
Sponsorship
Endorsement
Sponsorship
When NASCAR fans list the sponsors featured on their favorite drivers car or clothing , they are demonstrating
Brand recognition
Sponsorship clutter
Brand recognition
The relationship between a sponsor and sport entity is often described as a
Partnership
Merger
Partnership
Which of the following is an example of a licensed product?
Converse shoes
NASCAR hat
NASCAR hat
A primary reason that many colleges and universities sell the naming rights for their new football stadiums or basketball arenas is to
Help pay for construction expenses
Honor a former student-athlete
Help pay for construction expenses
_______________ is the permission to copy the name, logo, or trademark of a league, athlete, sports team, entertainer, film, television show, or character for a fee, also called a royalty.
Licensing
Sponsorship
Endorsement
Branding
Licensing
Mask Company set up a hospitality tent outside the Olympics arena. Its goal was to encourage patrons to view it as an Olympics sponsor even though it had not paid sponsorship fees. This is an example of _________ marketing.
Ambush
Target
Ambush
A celebrity who is paid to use a product and discuss its effectiveness during a lengthy TV commercial is giving a (n)
Personal observation
Testimonial
Testimonial
Which of the following is a example of a celebrity endorsing an event simply by being associated with it
Cheering for a football team
Attending a grand opening
Attending a grand opening
Which of the following statements is true regarding sports marketing
The distribution of licensed sports apparel is an effective way to create tea and brand awareness
The use of high-profile athletes to endorse products does not increase brand recognition
The distribution of licensed sports apparel is an effective way to create tea and brand awareness
Which of the following is a characteristic of an effective sport/event logo:
Timeless
Practical
Timeless
Information about sponsorship , cost , marketing opportunities , and audience demographics are examples of information
Included in a sponsorship proposal
Included in event programs
Included in a sponsorship proposal
A primary reason that large businesses purchase the naming rights to a new sport/event facility is because it
Provides exclusivity and has potential to maximize exposure
Is the least expensive way to create name recognition
Provides exclusivity and has potential to maximize exposure
What should be included in an event program if it is longer than four pages?
Satisfaction survey
Table of contents
Table of contents
Athletes are often considered to be particularly effective promoting products related to their
Sport
Background
Sport