question

Which of the following is the backbone to cause marketing? (p172) a. Athletes b. Advertising campaigns c. Point-of-sale d. Leagues

answer

C. Point of Sale

question

2. The type of cause marketing in which a company donates an amount of each sale to the cause is called: (p172) a. Percentage of sale b. Minimum guarantee c. Royalty d. Licensing e. All of these are correct

answer

A. Percentage of Sale

question

3. When it comes to ___________, every touch point with the consumer should be considered. (p175) a. Motivation b. Demographics c. Interaction d. Engagement

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D. Engagement

question

4. The goal of a cause marketing campaign for a nonprofit may include: (p168) a. Building brand awareness b. Raising social capital c. Increasing sales d. All of these are correct. e. None of these are correct

answer

D. All of these are correct

question

Which of the following cause marketing approaches is dominated by big charities and companies? (p172) (Correct answer is Licensing) a. Percentage of sale b. Percentage of revenue c. Point of sale d. Royalty e. None of these are correct

answer

E. None of these are correct

question

6. The goal of a cause marketing campaign is to create a ____________ that will resonate with the consumer of the company or team. (p175) a. Strategy b. Plan c. Message d. Demographic

answer

C. Message

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7. Too often, nonprofits focus more on ____________ than on creating sales impact. (p177) a. Fund raising b. Demographics c. ROI d. Events

answer

A. Fund Raising

question

8. (________) programs are often the backbone of cause marketing campaigns. (p172)

answer

Point of Sale

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9. (__________) describes a partnership between a nonprofit and a for-profit company. (p168)

answer

Cause Marketing

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10. Identify and briefly describe the three main approaches to cause marketing. (p172)

answer

Point of Sale- when donations are made at checkout for a consumer Percentage of Sale- for-profit company pledges a portion of their sales to the cause Licensing- dominated by big companies and charities

question

11. Which of the following is a cost associated with social media? a. Manpower b. Promotion c. Engagement d. All of these are correct

answer

D. All of these are correct

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12. There are five Rs of social media. Which of the following is not one of them? a. React b. Refresh c. Refine d. Retention e. None of these are part of the five Rs.

answer

D. Retention

question

13. What are the five Rs of social media? a. Review, React, Respond, Refine, Renew b. Review, React, Respond, Redo, Renew c. Review, React , Respond, Release, Refine d. Review, React, Respond, Refine, Refresh

answer

D. Review, React, Respond, Refine, Refresh

question

14. On social media, the team, company, or athlete must continually ___________ to their consumer base.

answer

Respond

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15. Every interaction in social media should be looked at as a chance to ____________ the message based on all of the feedback gathered.

answer

Refine

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16. You must ____________ every piece of information placed through social media.

answer

review and monitor

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17. Interaction is expected and needed to increase the chance of success in using social media. The athlete, company, or team must __________ to messages from their consumer base.

answer

respond

question

18. List the five Rs of social media.

answer

Review, React, Respond, Refine, Refresh

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19. Which of the following is defined as a company paying for the right to be associated with an event, which is called a property? a. Product development b. Distribution rights c. Sponsorships d. Ambush marketing

answer

c. Sponsorships

question

20. The most successful sponsorships drive: a. Hospitality b. Brand awareness c. Brand association d. Sales

answer

d. Sales

question

21. As sponsorships become more expensive, _________ becomes larger. a. Audience b. Sales c. Image d. Advertising

answer

a. Audience

question

Which of the following is the single biggest reason for sponsorship failure? a. Lack of leveraging b. Lack of listening c. Lack of execution d. Lack of distribution

answer

a. Lack of leveraging

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22. Which of the following is not a key component of a sponsorship proposal? a. Demographics b. Functionality c. History d. Objectives

answer

b. Functionality

question

23. An example of an invisible asset of sponsorship is: a. Media coverage b. Use of a well-known logo c. Prestige of an event d. All of these are correct.

answer

d. All of these are correct.

question

24. A proposal that contains the same information regardless of the companies that they are being sent to is known as a: a. Boilerplate sponsorship proposal b. Carbon copy sponsorship proposal c. Cookie cutter sponsorship proposal d. Photocopy sponsorship proposal

answer

a. Boilerplate sponsorship proposal

question

25. There are multiple components to consider when evaluating sponsorship opportunity costs. Which of the following is considered the most difficult? a. Outlining assets b. Listing invisible assets c. Defining value d. Determining ROI

answer

d. Determining ROI

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26. Brands choose events to sponsor based on: a. Location b. Demographics c. Competition d. Perks

answer

b. Demographics

question

27. Any exclusive sponsor will expect that no other product in their _________ will be showcased and promoted at the event. a. City b. Category c. State d. Sport

answer

b. Category

question

28. When using a leveraging strategy, the incremental spend should be at least ___________ that of the sponsorship spend. a. Twice b. Equal to c. Three times d. One-half

answer

b. Equal to

question

29. The exclusive right to have a company's beverages sold at an event is called ____________.

answer

Pouring Rights

question

30. (________) are the ability through a sponsorship agreement to sell a company's product at an event.

answer

Distribution Rights

question

31. _________ helps determine how much a company would have to spend on an event to get the same amount of impressions using advertising.

answer

Media Review

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32. Determining value can be tricky. Although no one way works for all sponsorships, there are a number of ways to determine value. Name four ways to determine the value of a sponsorship and give a brief example of each.

answer

Identify Benefits: One sponsor may want to place a large value on sampling, while another may want to use the opportunity for hospitality Competitive Review: Golf tourney in Chicago offers a title sponsorship for $2, and the potential sponsor conducts a review of similar tourney to determine whether that is a reasonable asking price Media Review: Company could compare the cost of sponsoring the event versus how many impressions it could get from allocating those funds to traditional advertising Equivalency: An announcer could mention a sponsor three times for a total of 30 seconds. The sponsor's logo could also be visible in the background 40 different times for a total of 3 minutes and 30 seconds. The sponsor would now have a total of 4 minutes of airtime for its brand. 4 minutes of commercial airtime can be easily determined, giving the sponsor a solid number to compare with the sponsorship cost.

question

33. What are the five key benefits of events and sponsorship?

answer

Brand association, Brand awareness, Image Building, Increase Sales, Hospitality

question

34. What is the process of creating and bringing a product to the market called? a. Product creation b. Product brainstorming c. Product development d. Product conception

answer

c. Product development

question

35. _______ research is that which has already been conducted, whereas _______ research is conducted specifically for a project. a. Third party, Principal b. Secondary, Primary c. Subordinate, First party d. Principal, Secondary

answer

b. Secondary, Primary

question

36. Which of the following is not one of the five Fs of sales? a. Focus b. Feedback c. Forecast d. Fundamentals

answer

d. Fundamentals

question

37. A detailed overview of items such as products, promotions, and distribution is known as: a. Storyboarding b. Creative mapping c. Forecasting d. A strategic brief

answer

d. A strategic brief

question

38. Idea generation typically comes from: a. Sales force b. Reaction to competition c. Needs of customers d. All of these are correct.

answer

d. All of these are correct.

question

39. Which stage is considered critical in the new product development process? a. Sales forecasting b. Concept development c. Product launch d. Marketing

answer

b. Concept development

question

40. Idea generation typically comes from: a. The company's sales force b. Reaction to competition c. The needs of customers d. All of these are correct. e. None of these are correct.

answer

d. All of these are correct.

question

41. During the concept development stage, __________________ may be researched and tested. a. Licensors b. Endorsements c. Engineering d. All of these are correct.

answer

c. Engineering

question

42. A company uses a ______________ strategy to have a formal and constant new product development process in place.

answer

Proactive Product Development

question

43. A ______________ is a concise but detailed advertisement for the product that is being developed, usually used by the sales team to show buyers upcoming concepts.

answer

solicitation sell sheet

question

44. A strategy in which a company waits to see what innovations are taking place with their competition and then makes changes to their product is called _____________.

answer

Reactive product development

question

45. _____________ is research already conducted that can be accessed and used to help decide the fate of a project.

answer

Secondary Research

question

46. What are the five Fs of sales?

answer

Focus, Feedback, Forecast, Finalize, Follow-up

question

47. The main purpose of the NCAA is to: a. Serve as the governing body for college athletics b. Be an advocate on behalf of student athletes c. Organize professional development opportunities d. Provide feedback about other member institutions e. None of these are correct.

answer

a. Serve as the governing body for college athletics

question

48. Which of the following is a type of direct marketing for college athletics? a. Alumni support b. Advertising c. Promotions d. All of these are correct. e. None of these are correct.

answer

d. All of these are correct.

question

49. Why are conferences looking to create their own media networks? a. To increase their fan base b. To generate more money for member schools c. To create more opportunities for sponsors d. To increase student enrollment at member schools e. To gain more leverage in their academic consortiums

answer

b. To generate more money for member schools

question

50. Applications to a university and ____________ tend to increase when an institution's athletic team advance deep into playoff rounds. a. Current students' GPA b. State and federal funding to the institution c. Alumni donations d. Community involvement e. None of these are correct.

answer

c. Alumni donations

question

51. Indirect marketing includes: a. Local media coverage b. National media coverage c. University website posts d. Both local and national media coverage e. None of these are correct.

answer

d. Both local and national media coverage

question

52. On what grounds did Ed O'Bannon file a lawsuit against the NCAA? a. Medical compensation b. Use of his likeness without compensation c. Lack of a per diem during the competitive season d. Academic dishonesty e. None of these are correct.

answer

b. Use of his likeness without compensation

question

53. The NCAA men's basketball tournament is second only to the __________ in terms of ad sales. a. World Series b. Super Bowl c. Stanley Cup d. NASCAR Sprint Cup Series e. NBA Finals

answer

b. Super Bowl

question

54. Fliers, banners, and flags in local businesses and throughout the community are a form of ________.

answer

Traditional Marketing

question

55. The use of social media and athletic websites are forms of _______.

answer

Non-traditional Marketing

question

56. The 2009 Federal Trade Commission "Guides Concerning Use of Endorsements and Testimonials in Advertising" influences which of the following aspects of sports and/or sports marketing: a. The draft b. Print media c. Endorsements d. Licensing e. All of these are correct.

answer

c. Endorsements

question

57. Rule 40 was intended to help prevent: a. Advertisements b. Marketing c. Engagement d. Ambush marketing

answer

d. Ambush marketing

question

58. Rule 40 limits athletes competing in the Olympic Games from appearing in advertising for: a. Olympic sponsors b. Olympic licensees c. Non-Olympic sponsors d. Any advertising during and shortly before the Olympic Games

answer

c. Non-Olympic sponsors

question

59. Although the brands of many professional leagues are strong and hugely popular, the real appeal lies with the: a. Fans b. Owners c. Teams d. Players e. All of these are correct

answer

d. Players

question

60. Athletes sign a waiver that gives the NCAA ____________. a. Licensing control b. Marketing rights c. Advertising rights d. Promotional approval

answer

b. Marketing rights

question

61. Title IX is a federal law designed to give women equal access to college sports and____________. a. Media rights b. Participation sports c. Men's teams d. Athletic sports e. None of these are correct.

answer

e. None of these are correct.

question

62. ____________ limits athletes competing in the Olympic Games from appearing in advertising for non-Olympic sponsors during and shortly before the Olympic Games.

answer

Rule 40

question

63. ____________ is a federal law designed to give women equal access to college sports and athletic scholarships.

answer

Title IX

question

64. With the dawn of the digital age, ____________ has taken on a new meaning.

answer

Ambush Marketing

question

65. It is likely that more sports facilities will become mobile friendly as it pertains to: a. Content consumption b. In-venue purchases c. Fan-to-fan interaction d. Fan-to-athlete interaction e. All of these are correct.

answer

e. All of these are correct.

question

66. It is likely that more sports facilities will become mobile friendly as it pertains to: a. Content consumption b. Wi-fi c. Replay d. Photography e. All of these are correct.

answer

a. Content consumption

question

67. SEM stands for: a. Survey education module b. Search environment marketing c. Search engine momentum d. Search engine maintenance e. None of these are correct.

answer

e. None of these are correct.

question

68. SEM stands for: a. Survey education module b. Search environment marketing c. Search engine momentum d. Search engine marketing

answer

d. Search engine marketing

question

69. Licensing has taken a new turn in recent years with the development of ____________ for computers, tablets, and mobile devices. a. Storage b. Downloads c. Apps d. Wi-fi

answer

c. Apps

question

70. ____________ Internet marketing takes place when a company places an advertisement on a website and agrees to pay a fee each time a consumer clicks on that advertisement. a. Purchase-paid-content b. Pay-per-content c. Pay-per-click d. Purchase-per-content

answer

c. Pay-per-click

question

71. ____________ Internet marketing takes place when a company places an advertisement on a website and agrees to pay a fee each time a consumer clicks on that advertisement. a. Purchase-paid-content b. Pay-per-content c. Pay-per-class d. Purchase-per-content e. None of these are correct.

answer

e. None of these are correct.

question

72. More and more, companies are offering backend royalties and ____________ deals in exchange for an athlete's endorsement. a. Licensing b. Advertising c. Equity d. Barter e. None of these are correct.

answer

c. Equity

question

73. It is likely that more sports facilities will become mobile friendly as it pertains to _________.

answer

Content Consumption

question

74. __________ is the process of paying for advertisements, inclusion, click-through (pay-per-click), and retargeting online to help promote a website.

answer

Search Engine Marketing

question

75. ___________is the process of positioning a website in the optimal way, using keywords, links, and site content to make sure that a site is ranked high by search engine result pages.

answer

Search Engine Optimization

question

76. _________ is the process of advertising online to a consumer who came to a site but did not convert to a sale.

answer

Retargeting

question

77. When creating a new product, companies should: a. Wait to see what the market demands b. Have a defined process in place c. Always use focus groups d. Have a celebrity endorse it e. All of these are correct.

answer

b. Have a defined process in place

question

78. The USOC licensing plan was built to do which of the following for its licensees? a. Offer them tickets to the Games b. Provide them with free advertising c. Maximize their sales d. Provide them with endorsement opportunities

answer

c. Maximize their sales

question

79. Athlete marketing associated with the Olympics can be difficult because: a. Typically Olympians are not well spoken. b. Olympians receive little media training. c. An athlete may not qualify for the Olympic Games. d. Athletes are not available after the opening ceremonies. e. All of these are correct.

answer

c. An athlete may not qualify for the Olympic Games

question

80. Why would a brand choose to have an athlete who has a child endorse its product? a. It will generate more sales. b. Kids will be more likely to buy the product. c. They can reach the parent demographic. d. They can develop new products for kids.

answer

c. They can reach the parent demographic.

question

81. Why does the USOC promote team sports like swimming and gymnastics? a. Because they are the coolest teams b. Traditionally they have the most gold medalists c. To promote higher viewership d. To generate more social media e. None of these are correct.

answer

c. To promote higher viewership

question

82. Cause marketing can be used to help companies: a. Build their image b. Increase endorsements c. Increase sponsorship d. None of these are correct.

answer

a. Build their image

question

83. Why do companies use hospitality at the Olympics? a. As a way to ambush the competition b. As an alternative to print media c. As a way to get free PR d. As a way to interact and engage their customer base

answer

d. As a way to interact and engage their customer base

question

84. Without _________, navigating the world media can be a daunting task.

answer

Media Training

question

85. The Olympic Games are also a major player in the world of ___________.

answer

Licensing

question

86. The 2012 London Olympics are a prime example of how sports are leading the way in ____________.

answer

Digital Advertising

question

87. Companies looking for a way to help their image may choose to develop a ____________ marketing campaign during the Olympics.

answer

Cause

question

88. The job of a marketer and ________ is clearer in mainstream sports than it is in the Olympics.

answer

Agents

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