Giving two free tickets to a customer who had a drunk fan harass her during a game is an example of a sales promotion directed at
a. attracting a new customer
b. increasing frequency of purchases
c. rewarding loyalty
d. preventing defection
D. Preventing Defection
100
This is a marketing approach that uses telecommunications technology as part of a well-planned, organized, and managed marketing program that prominently features personal selling with the use of non-face-to-face contacts.
Telemarketing
100
What is the standard formula for determining the appropriate number of parking spots for a facility?
1 spot for 3.3 or 4 people
100
T or F: Reactive media relations involves developing mutually beneficial relationships with the media and assisting the media on a variety of issues.
False
100
T or F: More often than not, consumers balance product and promotion in their minds as they consider purchasing a sport product.
False (Product and Price)
200
What are the two keys to an effective advertising campaign? (Hint: Know the..."
Know the product, Know the customer
200
This refers to the products available to the sales staff to market, promote, and sell.
Product inventory
200
In this broadcast model, a sport property buys air time and produces the broadcast of the game itself and sells the advertising as well.
In-House Production
200
In this form of media relations, the point of initiation is the organization rather than some external entity.
Proactive
200
Running an advertisement on the new facility that the Newark, Delaware, minor league baseball team would play in is an example of mixing...
Price and promotion
300
An NBA franchise offers a business seminar as part of a game with hopes of attracting 18- to 24-year-olds. They do not get much of a response so they change it to a concert with a popular band to better reach that segment. They have manipulated which of the "Five P's?"
Promotion
300
This is a planned effort (campaign) by an organization to associate itself indirectly with an event in order to gain at least some of the recognition and benefits that are associated with being an official sponsor.
Ambush marketing
300
The term used for the percentage of homes using television at the time and that are tuned to the program.
Share
300
This is a document that is a helpful resource to use in the public relations practice in order to help subjects speaking to the press stay on the desired message. The document should include a carefully crafted response to every conceivable question that could be asked on that particular subject.
Talking Points
300
What are the two major impacts of price and place?
Consumers expect to pay higher prices for better facilities and consumers will pay more for convenience
400
What does the AIDA principle stand for in regard to promotions?
What is the joining together of two or more entities to capitalize on a sponsorship or licensing opportunity?
Co-sponsorship
400
An organization’s decision not to install LED technology or a JumboTron and to keep a grass surface is a reflection of what aspect of the facility ensemble?
Artifacts
400
What are the three ways in which a community relations program can be initiated?
Player, Team, or League
400
This occurs when the trademark owner discontinues its use and does not intend to resume using the mark within a reasonable amount of time.
Abandonment
500
What are the two things an in-game promotion should accomplish?
Motivate customers to attend, increase the perceived value of the event
500
The right to use various designations or phrases in connection with the product, event, or facility, such as official sponsor, official supplier, official product, or presented by, creates what for a sponsor?
Exclusivity
500
Explain the media–sport relationship in terms of selling of rights fees.
The sport property sells the rights fees of a contest to a broadcaster who in turns sells advertising to sponsors who are interested in reaching the viewing audience.
500
Most organizations integrate their public relations efforts with what other three areas in an organization so that the messages are all reflecting the same theme?
Advertising, marketing, and community relations
500
Name three of the five important purposes trademarks serve.
a. identifies the source or origin
b. protects consumers
c. ensures consistent level of quality
d. represents the goodwill of owner’s services
e. signifies a substantial advertising investment