By the Numbers
A radio station sells a 30-second spot for $500. If the number of listeners is 200,000, what is the cost per thousand (CPM)?
$2.50
A high school basketball team participated in the state championship game last year. It did not participate in the play-off games this year. This is an example of which sports or event product?
Choices are: Inconsistent, Perishable, Tangible, Consistent
Inconsistent
Athletes are often considered to be particularly effective promoting products related to which of their areas?
Education, Background, Sport, Lifestyle
Sport
A celebrity appearing in a commercial for a soft drink while wearing a certain brand of clothing and holding a certain brand of tennis racquet is an example of which activity?
Cross-promotion
Public relations
Team-building
Personal selling
Cross-Promotion
To increase revenue, professional baseball and football teams often sell advertising that appears on or in which form?
National television, Local magazines, The back of tickets, Community newspapers
The back of tickets
An advertiser spent $117,000 for 12 television spots with a total of 240 GRPs (gross rating points). What was the cost per GRP?
$487.50
For a sports organization, which marketing activities involve responsibility for licensing activities?
Choices: Community Relations, Public Relations, Sales, Merchandising
Merchandising
Which is an example of promoting a sports event?
Holding a race for a charitable organization
Selling food products to a concession stand
Delivering exercise bikes to retailers
Distributing information about a NASCAR race
Distributing information about a NASCAR race
Ryan loves baseball and plays year-round in several community leagues. He is very goal-oriented, focused, and is out to win every game. In this situation, why does Ryan participate in sports?
He wants to maintain a healthy lifestyle.
He has a laid-back attitude.
He is very competitive by nature.
He enjoys socializing with teammates.
He is very competitive by nature
Which is the advantage to a business of placing signage on the outfield stadium wall during a televised professional baseball game?
increases brand awareness
What is the percentage of reach for a local radio sporting-goods advertisement if the target audience is 875,000 18- to 30-year-old males and 303,500 of the target audience is exposed to the message?
35
Which persons help create the excitement and enthusiasm that make the games what they are?
Spectators/Fans
Which marketing activities involve writing press releases and organizing news conferences for a sports organization?
Media Relations
NASCAR fans demonstrate which activity when they list the sponsors featured on the car or clothing of their favorite driver?
Ambush marketing, Sponsorship clutter, Public service, Brand recognition
Brand Recognition
A soft drink manufacturer is a sponsor for a professional baseball team. Which signage placement options would provide the most exposure to the products of the manufacturer?
Interior wall of the outfield.
The Fit and Lively Fitness Center wants to increase its membership, so it is planning to run a television ad to promote lower membership fees for a limited time. If the target audience is 939,000 16- to 36-year-old females, and 313,000 of the target audience is exposed to the message, what is the percentage of reach for a local cable-television advertisement?
33
The chamber of commerce for a large city estimated the income for the city generated by the sales tax, parking fees, and food service tax collected as a result of a rock concert. This is an example of which impact?
Choices: Total, Indirect, Fiscal, Direct
Fiscal
What kind of goals should sports or event marketers set if they have the appropriate data?
Realistic
When a sports marketer considers factors such as lifestyles and interest levels in a specific sport, he or she is segmenting a market on the basis of which segment?
Psychographics
A primary reason that sports or event marketers sell advertising space in their programs is to obtain which goal?
Generate Revenue
5,062
Promoting and selling an intangible product that is immediately consumed and cannot be resold is a unique characteristic of which type of marketing?
Event
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 which type of marketing?
Ambush
Jacob started training for the Boston Marathon several months ago. He was also happy when he finished the marathon in record time. In this situation, Jacob was motivated to run in the marathon for personal growth. Which is the most likely result?
An appreciation for physical strength of others
A need to take emotional risks
A sense of pride and accomplishment
A feeling of purpose and belonging
A sense of pride and acoomplishment
Ticket prices for the World Series increase dramatically, but all the games still sell out. The price change had little to no impact on sales. This is an example of which demand?
Inelastic, Unitary, Smoothing, Elastic
Inelastic