question

A good logo meets all of the following criteria except

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being easy to modify as consumer tastes change

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A key concept that aligns a brand with marketing decisions is

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its mission

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A representation of thoughts or mental associations that people hold for a branded product or service is the

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Brand Image

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A well-defined brand position contains the following elements except

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identifying the marketing activities that will be used to communicate with the target market

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Adam wants to convey the ideas of health, freshness, and prestige. He should choose ________ for the team's primary color.

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Green

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Advantages of brand licensing for the licensee include the following except

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protecting a sports property's assets

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Andrea is the marketing director for a college sports program. She knows not everyone is a viable target for college sports. Her goal is to locate individuals for which college sports is relevant. This is an example of which component of a brand positioning statement?

answer

The Target Market

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Brand awareness is an asset

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developed from recognition and familiarity among consumers and sponsors

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Brand building

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entails decisions such as selecting a brand name and designing marks associated with the brand, such as a logo and colors

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Brand marks consist of the following except

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Names

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Crystal is the marketing director for a football team. She plans to promote the team as having just won the Super Bowl and having the NFL's most valuable player. This approach to brand positioning is most likely based on

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Quality

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For sports brands with low awareness, ________ can be an instrument in building higher awareness

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Media Coverage

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For sports brands, a name ideally possesses the following characteristics except

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Trendiness

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Identity elements, such as a company's logo or brand name, are important from a marketing standpoint because they

answer

play a role in creating brand awareness among consumers

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Jose wants to convey the ideas of boldness and power. He should choose ________ for the team's primary color.

answer

Black

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Laura wants to convey aggression, energy, and provocativeness. She should choose ________ for the team's primary color.

answer

Red

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Most sports marketers avoid explicit brand promises because they

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cannot control how the team plays

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Nathan is the marketing director for a hockey team. He plans to promote the games and arena as a place to have fun and excitement and also the best entertainment bargain in town. This approach to brand positioning is based on

answer

Value

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Of the major sports, revenues for licensed products is highest for ________ at $2.82 billion annually.

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MLB

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Sara wants to convey the ideas of sophistication, royalty, and mystery. She should choose ________ for the team's primary color.

answer

Purple

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Shelby believes NASCAR fans are rough, tough, blue-collar workers from the South. Shelby has formed a

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Brand Association

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The assets that comprise brand equity include the following except

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Brand Marks

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The brand positioning strategy that uses emotional and social connections to set a brand apart is

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User Imagery

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The Carolina Panthers are interested in cultivating a higher level of brand loyalty among their best fans. The team's marketing department should use the following strategies except

answer

highlighting some of the most loyal fans through media advertising

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The overarching strategy in managing a brand for growth is the development of

answer

Brand Equity

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The purpose of a logo is to

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develop a visual form of brand identification

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What is the least likely motivation for relationship marketing in sports?

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Customers are primarily driven by explicit financial promises.

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When a brand possesses a product feature that provides superiority over competitors, the brand positioning strategy is most likely based on

answer

Product Atribute

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When the Houston Oilers football team moved to Nashville, it was necessary to change the brand identity because

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the Oiler brand name did not fit the Nashville market

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When the Women's NBA located a team in Phoenix, they wanted a name that would illustrate ________, so they chose the name Mercury. The NBA team has the name of Suns.

answer

Contrast

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Alexis has been charged with the responsibility of marketing a product innovation. The logical starting place is

answer

expanding existing customer relationships

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Anna is responsible for developing a new advertising campaign for a football team. She believes focusing on the fun and excitement of being in the stands with other fans will appeal to consumers and encourage them to attend. This is an example of the ________ product level.

answer

Core

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At the heart of service delivery for a sports teams is

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a live experience

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Continuous and dynamically continuous innovations are considered evolutionary because they

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entail relatively minor changes or adaptations of existing products

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Digital products benefit consumers by giving them

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greater connectivity with their favorite sports, teams and players

question

Discontinuous innovations are considered revolutionary because they

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can be potential "game changers" if accepted by consumers and the industry

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For a new innovation to be adopted, it must possess the following characteristics of relative advantage except being

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Resourceful

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For sponsorships, the actual product features may include the following except

answer

sponsors watching the game with customers

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How do smartphone apps primarily benefit sports properties?

answer

Fan Engagement

question

In sports marketing, the term product is used to describe all of the following except a

answer

Price Point

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In terms of brand leveraging strategies, Kristen has decided to market her women's basketball team by reaching out to fans of men's basketball. This illustrates which approach of connecting target markets to product innovations?

answer

attracting new customers in existing markets

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In the next advertising campaign, Jeff plans to focus on the value-added features of the sports team for which he is marketing director. This is an example of the ________ product level.

answer

Augmented

question

In the next advertising campaign, Travis plans to focus on the characteristics or attributes of the sports team for which he is marketing director. This is an example of the ________ product level.

answer

Actual

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Kristen noticed her retail store at the hockey arena had few clothes in colors and designs that were attractive to female teens. She ordered a shipment for this market. This is an example of which method of connecting target markets with product innovations?

answer

attracting new customers in existing markets

question

Mark doesn't see arena football as fitting into his idea of how football should be played, so he has no desire to even go to a game. This is the ________ element of innovation adoption.

answer

Compatibility

question

One avenue in which smartphone apps can generate revenue for a sports property is through

answer

Ticket Sales

question

Relatively few innovations can be considered truly new to the world, or a

answer

discontinuous innovation

question

Sports marketers are constrained in managing the ________ and therefore must adapt to the rules of the game or sport.

answer

actual product

question

The benefit or point of difference an innovation offers compared to an existing alternative is

answer

Relative Advantage

question

The following are examples of augmented product offerings at a football game except

answer

Concessions

question

The following can be used by the Miami Heat basketball team to make the service more tangible except the

answer

Game Outcome

question

The influences on the adoption of a new innovation include the following except

answer

Flexibility

question

The most common tangible element of a sponsorship agreement is

answer

Sponsor Signage at the stadium

question

The rate of failure for new products is between ________ percent

answer

80 and 90

question

The type of innovation that has the least amount of "new value" is

answer

continuous innovation

question

To boost attendance at the Minor League Baseball games, Anna has booked musical concerts for 5 different games. This is an example of the ________ product level.

answer

Augmented

question

Translating product levels into managerial decisions involves the following except

answer

Action

question

Translating product levels into managerial decisions is an important exercise for marketers. When it comes to the augmented level of a product, marketers must be willing to

answer

Experiment

question

Which strategy for connecting target markets with product innovations is most likely the riskiest?

answer

breaking into new markets

question

While all the personalities associated with a sports property can be part of a marketing campaign, the strongest brand asset is the

answer

Players

question

A basketball team has developed a program that rewards customers based on how many tickets the person purchases. Season ticket holders receive a locker room tour, a special dinner with the players, and an autographed basketball. Individuals who buy large ticket packages receive the locker room tour and autographed basketball. Individuals who buy smaller ticket packages receive only the locker room tour. This marketing approach is based on

answer

tiered rewards

question

Allowing fans at a horse race to tour the stables and have a location inside the circle is an example of which type of experiential marketing?

answer

esthetic experiences

question

As the marketing manager for a baseball team, Lindsey mailed to each person who had been a season ticket holder for 5 years or more a baseball autographed by the team's top 5 players. This is an example of a ________ reward.

answer

extrinsic

question

Cardinal Care is a 3-day event held in January by the St. Louis Cardinals. Select players and coaches tour a number of towns, sign autographs, and engage with fans. This tour generates considerable fan interest despite the $40-$50 cost to be able to participate. This is an example of the marketing tactic of ________ to generate additional revenue.

answer

branded events

question

Client hospitality at a sporting event is most likely used for the following purposes except

answer

closing sponsorship deals

question

Client hospitality packages at top-tier events, such as the Super Bowl or Kentucky Derby, are least likely to include

answer

concessions coupons

question

Experiential marketing should have the following consumer outcomes except a

answer

reduction in sacrifices needed to attend games/events

question

In designing experiential marketing programs, which of the following areas is least important to consider?

answer

target market of each experience

question

In terms of the four E's, ________ encourage participants to become actively involved, requiring immersion in the environment.

answer

escapist experiences

question

In terms of the four E's, ________ limit participants in terms of involvement but thrust them into the event's physical environment.

answer

esthetic experiences

question

In terms of types of experiences for experiential marketing, ________ experiences target bodily experiences, lifestyles, and interactions.

answer

Act

question

Jason enjoys taking his family to the ball park on "run the bases" days because his kids are allowed onto the field and can experience running the bases and throwing and catching baseballs. This is an example of using the ________ component of experiential marketing.

answer

interaction

question

Josh has designed a unique activation experience for the baseball team's best sponsors. He has arranged for the sponsors to create teams and play a mini tournament on the actual baseball field on a day the team is out of town. This is an example of sponsorship activation through

answer

fantasy

question

Key characteristics of experiential marketing include the following except

answer

activation

question

Locker room tours, player autograph sessions, and access to the playing area are ________ that a team can use to generate additional revenue through experiential marketing.

answer

Value -Added Benefits

question

Scheduling a concert after a baseball game is an example of which type of experiential marketing?

answer

entertainment experiences

question

Specific drivers in the growth of experiential marketing include the following except

answer

digital popularity

question

The Americans with Disabilities Act (ADA) applies to the sportscape factor of

answer

layout accessibility

question

The convenience and comfort of getting in, moving around, and exiting a sports facility are issues related to the sportscape factor of

answer

layout accessibility

question

The primary challenge for sports marketers in terms of seating comfort is

answer

providing comfortable seats without significantly reducing capacity

question

The situation in which consumers see no or few differences among competing brands is known as

answer

brand parity

question

The sportscape is the

answer

physical environment in which a sport is delivered

question

Types of sponsorship activation experiences include the following except

answer

servicescape

question

Types of tactics that can be use in experiential marketing to generate additional revenue include the following except

answer

exclusivity

question

Types of tactics that can be used in experiential marketing to generate additional revenue include the following except

answer

Aesthetic Design

question

UCLA is offering a special banquet dinner with live entertainment to season ticket holders of the college football team who have also donated at least $1,000 during the last year to athletic programs at the school. Why is UCLA most likely incorporating exclusivity in this situation?

answer

high costs of the benefit

question

What is the least relevant question to ask when designing experiences and events?

answer

What is the brand leveraging strategy?

question

Which of the following is a sportscape factor that is most likely to affect fan satisfaction at a sporting event?

answer

electronic displays

question

Which term refers to an area at a venue or event that bears a sponsor's name and is normally designed and maintained by the sponsor?

answer

branded space

question

With the ________ approach for sponsorship activation, fans participate in sponsor-managed games or exhibits located at a sports facility.

answer

Branded Space

question

A coupon or price reduction is an excellent strategy of attracting new or former customers in the ________ stage of the hierarchy model for sports.

answer

trial

question

A key element in an IMC program that is used to execute a push strategy is

answer

personal selling

question

A key to building brand preference is

answer

creating brand relevance

question

Based on advertising she has seen, Stephanie has learned that hockey games have lots of action and could be fun to attend. To move her beyond knowledge, the team has invited her to a special event that allows her to meet some of the players and actually walk on the ice in the arena. This is an example of moving Stephanie from brand associations to the next stage, which is

answer

attitude

question

Based on the criteria for effective IMC objectives, which of the following would be considered the best?

answer

Increase the number of multi-game ticket packages sold by 100 by the beginning of the season.

question

Behavioral objectives designed to impact revenue directly can best be accomplished through

answer

sales promotions

question

Brandon is the marketing manager for a local fitness center. All of the following are good ways to build awareness and engage people with the fitness center to achieve communication objectives except

answer

sales promotions

question

Common pull strategy communication approaches include the following except

answer

personal selling

question

Communication objectives are designed to accomplish the following except

answer

encourage action

question

Customer lifetime value (CLV) is the

answer

present value of future profits that are projected to be realized from a customer

question

For achieving communication objectives, the tactic of choice has historically been

answer

media advertising

question

For the hierarchy model for sports consumption, action consists of

answer

trial, purchase, and loyalty

question

For the hierarchy model of sports brands, affinity corresponds to the ________ stage of the thinking, feeling, and doing concept.

answer

feeling

question

Good marketing tactics that can be used to build brand associations include the following except

answer

sales promotions

question

How communication messages are crafted and when they are communicated (________) may vary by media channel, but the goal for sending the messages of communicating the brand's position and meaning is to be the same for all channels used.

answer

media planning

question

How communication messages are crafted and when they are communicated may vary by media channel, but the goal for sending the messages of communicating the brand's position and meaning (________) is to be the same for all channels used.

answer

the brand story

question

In terms of building awareness, a sports team faces a challenge that extremely few products and services face, which is the

answer

seasonal nature of a sports season

question

In terms of the concept of integrated marketing communications, the brand consists of the following except

answer

price

question

James is heavily involved on Facebook and Twitter following his favorite basketball team. Not only can he read comments by other fans, but he can actively become engaged in the conversation. He makes sure to comment anytime someone from the team makes a post. This is an example of James being in the ________ stage of the hierarchy model for sports brands.

answer

preference

question

Megan has about 30 individuals who are thinking about season tickets, but just have not made the decision. After talking to her boss, Megan offers each of the 30 individuals a 12-month payment plan with no interest if they will go ahead and make the commitment. This illustrates the ________ stage of the hierarchy model for sports.

answer

purchase

question

Research by Millward Brown and AC Nielsen found that when messages are delivered in two or more media, ________ is higher than if only one medium is used.

answer

brand awareness

question

The fifth step in the hierarchy of effects model is

answer

conviction

question

The first step a sports brand must achieve with Samantha is to

answer

create awareness

question

The fourth step in the hierarchy of effects model is

answer

preference

question

The perception of a brand created by the various associations held about the brand is

answer

brand image

question

The premise of the hierarchy of effects model is that consumers move through a sequence of steps in the process of making a purchase decision. "Feeling" corresponds to the stages of

answer

liking and preference

question

The sales force would be a valuable resource to use during the ________ stage of the hierarchy model for sports.

answer

purchase

question

The second step in the hierarchy of effects model is

answer

knowledge

question

The ultimate goal of integrated marketing communications is to

answer

grow customer loyalty

question

Tyler is aware that there is a hockey team and that its name is the Carolina Hurricanes. That is about all he knows. The next step in the hierarchy model for sports consumption that the Hurricanes must achieve to move Tyler towards attending a game is

answer

associations

Sport Marketing Ch.5-8 Exam – Flashcards

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