Special Events
Which of the following 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
B. Holding a contest during a game or performance
What does trade dress protect?
A. The distinctive logo/graphics of a good or service
B. The distinctive slogan of a good or service
C. The distinctive appearance/image of a good or service
D. The distinctive name of a good or service
C. The distinctive appearance/image of a good or service
The selection of a particular entertainer to endorse a new product should be directly linked to the
company's
A. distribution.
B. profitability.
C. image.
D. personality.
C. image.
What is a benefit to a sports team of coordinating outreach projects with local community organizations?
A. Generates public support for a team
B. Attracts athletes from other sports
C. Decreases the need to advertise
D. Improves relations with the media
A. Generates public support for a team
One reason why many businesses contract with advertising agencies is to obtain
A. marketing strategies.
B. free publicity.
C. copywriting services.
D. operational advice.
C. copywriting services.
Double Jeopardy
A sporting-goods company developed a humorous video and placed it on YouTube. Within three days, the
video was viewed 436,067 times, and many viewers linked the video to their Facebook pages to share with
their friends and family. What strategy did the sporting-goods company use to generate interest in its
organization and products?
A. Loyalty programming
B. Product placement
C. Viral marketing
D. "Pay-it-forward" advertising
C. Viral marketing
When an event planner seeks celebrity endorsements for an upcoming event, s/he should make sure they
are credible and
A. resourceful.
B. innovative.
C. neutral.
D. trustworthy
D. trustworthy
Double Jeopardy
What portion of the license agreement specifies the exact begin and end dates of the contract?
A. License grant
B. Term
C. Warranties and obligations
D. Restrictions and requirements
B. Term
Which of the following statements is true regarding the importance of fan support to sport/event activities:
A. Without ongoing fan support, a performer's popularity or an organization's profitability decreases.
B. Building fan support involves public-relations strategies designed to increase short-term sales.
C. Large sport/event organizations are usually more successful in building fan support than smaller
organizations.
D. Most sport/event marketers consider spectators their most important fan base.
A. Without ongoing fan support, a performer's popularity or an organization's profitability decreases.
Which of the following is a factor that businesses often consider when selecting advertising agencies:
A. Accounting system
B. Performance record
C. Work environment
D. Staff organization
B. Performance record
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
A. sales promotion.
B. copyright infringement.
C. ambush marketing.
D. non-designated
C. ambush marketing.
Professional sport franchises' marks are considered service marks because of
A. the food and souvenir stands at sporting events.
B. the agility of professional athletes.
C. ticket sales.
D. the entertainment value of sporting events.
D. the entertainment value of sporting events.
What does the license grant portion of the license agreement specify?
A. The exact begin and end dates of the contract and processes for contract renewal
B. Procedures to review the licensee's work
C. Which properties are being licensed and what types of merchandise will be produced
D. Details regarding payments
C. Which properties are being licensed and what types of merchandise will be produced
Which of the following is an example of a sport/event community outreach project:
A. The XYZ magazine publishes a story about a high-profile rock star who has survived cancer.
B. A soccer team works with local businesses and the media to create school mediation programs.
C. A well-known track star speaks to government legislators about athletes' illegal use of steroids.
D. The coordinator of an annual jazz festival applies for operating permits with government officials.
B. A soccer team works with local businesses and the media to create school mediation programs.
The main characteristic of a full-service advertising agency is that it
NCCTE.9_12.ME.MH32.2.08
RBT:
A. does not limit its services to promotion.
B. does not provide services to individuals.
C. specializes in providing creative services.
D. specializes in buying media time and space.
A. does not limit its services to promotion.
Double Jeopardy
Which of the following 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 of a supplier's product near the building entrance.
C. An e-mail sender asks the message receiver to forward the message to 10 friends.
Which of the following 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 team's 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.
B. Free autographed baseballs are given to the first 100 attendees on little-league day.
What should every sport organization do before registering a trademark?
A. Hire "logo cops" to look for counterfeit merchandise
B. Conduct a trademark search for conflicting/similar marks
C. Develop a licensing program
D. Offer guidelines for consumers on how to distinguish real products from fake
B. Conduct a trademark search for conflicting/similar marks
The primary objective of developing sport/event public-relations strategies is to
A. encourage local businesses to purchase more tickets, concessions, and merchandise.
B. develop positive relationships with corporate sponsors and advertisers.
C. promote publicity efforts with key members of the media and business community.
D. establish a feeling of goodwill with all of the organization's fan bases.
D. establish a feeling of goodwill with all of the organization's fan bases.
Double Jeopardy
One of the benefits to a business of using an advertising agency is that the
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 one of the business's competitors.
B. agency has an objective view of the marketplace.
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 sports 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 fans with the team's players
D. A pregame autograph and photo session for fans with the team's players
Which of the following 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 non-sponsoring business with an event
D. It uses questionable tactics to connect a non-sponsoring business with an event
Which of the following is an example of publicity in the sport/event industry:
A. The national soccer league secures advertising spots on network television stations.
B. A business owner purchases baseball uniforms and equipment for a Little League team.
C. A local newspaper prints a human-interest story about a college volleyball player.
D. The International Olympic Committee elects a new president to its governing boar
C. A local newspaper prints a human-interest story about a college volleyball player.
Double Jeopardy
Three local organizations—a bicycling association, a bike shop, and a hospital—set up a display at the
town's summer festival. The display promotes the importance of wearing bike helmets to prevent head
injuries. The organizations also give away bike helmets to the first 200 visitors who stop by their display.
What does this situation exemplify?
A. A creative sales pitch
B. A community outreach activity
C. A professional-development program
D. A public-relations crisis management initiative
B. A community outreach activity
A characteristic of a full-service advertising agency is that it contains a
A. creative department.
B. television studio.
C. printing facility.
D. talent agency.
A. creative department.