Sports Marketing Test Two – Flashcards
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Haley really likes the new uniform worn by the Miami Marlins Baseball players. This is a component of the:
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Tangible Component
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For a sports property, the tangible component of the product that is offered to consumers is the:
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Stadium or arena where games are played.
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In the next advertising campaign, Ryan plans to focus on characteristics or attributes of sports teams for which he's the director. This is an example of the ____ product level
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Actual.
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The levels of a product include the following except:
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The intangible product.
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Types of innovation include the following, except:
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Dynamically discontinuous innovation.
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In next advertising campaign, Robert plans to focus on value added features of sports teams for which he is the marketing director. This is an example of the ___ product level
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The augmented product level.
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The influences of the adoption of a new innovation include the following except:
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Flexibility.
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The addition of instant replay in Major League Baseball would be an example of:
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Continuous Innovation.
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For innovations in sport marketers use the following tactics except:
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Promoting innovation as an added value benefit.
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Sarah noticed her retail store in the hockey arena had few clothes in colors and designs attractive for female teens. She ordered a shipment for this market. This is an example of which method of connecting target market with product innovations?
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Attracting new customers in existing markets.
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Major league baseball has developed several innovative digital and online products. The best starting point to market these innovations is with:
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Current fans who have subscription to MLB.com.
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Approaches marketers use to connect target markets with new and revamped products include the following except:
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Locating former customers.
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Alex enjoys going to football games; enjoys music, the videos on the big HD screen, mascots and cheerleaders, as much as the game itself. This is an example of using the __ component
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Sensory Experience.
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Engaging one or more of the five senses involves the experiential of:
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Sensory experience.
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Mark perceives no real difference in attending a game of baseball or football in terms of entertainment value. This situation is known as:
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Brand parity.
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Strategies of sports properties and sponsors for experiential marketing include all except:
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Establishing Brand Awareness.
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While essentially all sports experiences are entertainment, participating in fantasy sports is an example of which type of experiential marketing?
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Escapist experiences.
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In designing experiential marketing programs which of the following areas is least important to consider?
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Target market of each experience.
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Types of sponsorship activation experiences include the following except:
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Servicescape
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One of the most powerful fantasy approaches to sponsorship activation is:
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Having access to the playing field.
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Colton has designed a unique activation experience by creating teams and play in mini tournament:
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Interactive play.
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A trend in using ___ by sponsors is premium seating areas and club area at sports stadium.
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Branded spaces.
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Chloe hurried to the shopping mall because players from the Atlanta Braves were holding a special appearance and signing autographs. This is an example of using the marketing tactic of ________ to generate additional revenue
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Branded events.
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What is the least relevant question to ask when designing experiences and events?
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What is the brand leveraging strategy?
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Client hospitality packages at top tier events such as the Super Bowl or Kentucky Derby, are least likely to include:
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Concession coupons.
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Types of tactics that can be used in experiential marketing to generate additional revenue include the following except:
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Exclusivity.
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A combination of external forces and internal needs such as ________ led to the emergence of IMC as a marketing practice in the mid-1990s.
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Aligning brands with promotion mix.
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In terms of the concept of integrated marketing communications, the brand consists of the following except...:
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Price.
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What is the primary benefit to organizations of using IMC as the framework for communications?
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Synergy created among different platforms.
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A(n) ____ strategy relies heavily on persuasion to convince channel members to take action.
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Push.
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A _______ strategy is based on the ability of brand communications to appeal to the end user to respond positively to the brand
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Pull.
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With a push marketing strategy, the two primary areas of a sports property that involve personal selling are
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Game tickets and sponsorships.
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Criteria for a good IMC objective include the following except:
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Cost.
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Based on the criteria for effective IMC objectives, which of the following would be considered the best?
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Increase the number of multi-game ticket packages sold by 100 by the beginning of the season.
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All of the following are IMC objectives except:
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Increase the number of autograph sessions for fans by 5 during the regular season.
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For the hierarchy model of sports brands, affinity corresponds to the ____ stage of the thinking, feeling, and doing concept.
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Feeling.
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For the hierarchy model of sports consumption, knowledge consists of
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Awareness and associations.
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In terms of building awareness, a sports teams faces a challenge that extremely few products and services face, which is the:
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Seasonal nature of a sports season.
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The first step in brand communications planning is to:
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Define the target market.
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Behavioral objectives link communication tactics to:
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Action by the target market.
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For a particular sports brand, the communications budget has always been 4% of sales. Sales declined by 6% over the last year. The percentage of sales method of budgeting is used based on last year's sales, so the communications budget for next year will be...
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Reduced by 6%.
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Creative strategy involves the following creative decisions except the:
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Position strategy.
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The ____ message strategy corresponds with the knowledge component of the hierarchy of sports model.
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Informational.
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TJ developed Internet, TV, and billboard ads to promote a contest that would award a grand prize of season tickets for the upcoming football season. This is an example of a(n) ____ message strategy.
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Behavioral.
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The situational foundation for the message and the execution of the brand story is the:
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Presentation Strategy
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Featuring opposing teams or their star players in brand communications can be a good strategy under the following conditions except when the:
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Goal is to build allegiance to the home team brand.
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If the on-field performance of a team is poor, communication strategies that can be used include the following except:
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Focusing on star players from the opposing team.
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Leah is presenting information in a radio advertisement about the upcoming golf tournament in a straightforward, matter-of-fact way. This is an example of the ____ execution strategy.
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Informative.
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Nicholas designed a TV ad that shows the excitement in attending a football game from the tailgating before the game to the in-game action to the postgame celebration with friends. This is an example of using the ___ execution.
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Lifestyle.
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If Peyton Manning is hired to talk about a brand of cologne, it is a(n) ______ execution.
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Endorsement.
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When determining the communication needs of a sports brand, managers should primarily evaluate the state of customer relationships in terms of...:
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Exposure to the brand and the extent of customer engagement.
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Types of marketing tools that can be used to engage audiences with sports brands include the following except:
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Direct Response Marketing.
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Social media is distinguished from mass media in following ways except:
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Customized content instead of mass content.
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Marketer-controlled communication channels include the following except:
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Social media.
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An effective channel for reaching local audiences within a single city and its surrounding area is:
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Newspapers.
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Robert is concerned that using coupons to sell tickets to the games can negatively impact season ticket holders since they paid more for their tickets than the price of the discounted tickets with the coupon. To remedy this situation, Robert can do the following except:
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Offer season ticket holders a refund on the price difference on the coupons tickets.
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Limitations of personal selling include the following except:
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Minimal interaction with clients.
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During the ____ step of the personal selling process, the salesperson gathers background information on the prospect.
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Pre-call Planning
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Toby knows it is important to build a long-terms relationship with Mr. Knotts because he has the resources to upgrade his season ticket to a high-level sponsorship. In terms of personal selling, the most important step to build this relationship is the...:
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Follow-up.
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Using advertising media to stimulate an immediate behavior modification in such a way that it can be tracked, recorded, analyzed, and stores for future use is...
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Direct Response Marketing.
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Direct response marketing has the following characteristics except...:
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Offering cost-efficiency.
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Advantages of search engine advertising include the following except...:
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Minimal expertise is needed to manage search engine ad campaigns.
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Advantages of using social networking websites for sports brands include the following except:
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Brands have various metrics to measure their success.
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Advantages of a brand hosting an online community include the following except...:
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Costs are low cost because of few maintenance requirements.
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Sports account for approximately ___% of all dollars spent on sponsorships.
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68%
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The main disadvantage of sponsoring an individual is?
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Ramifications of negative behavior.
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Sponsorships should provide sponsors with the following values except...:
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Low-Cost.
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The sponsorship objective of ______ is different from other objectives because it is measured by output in terms of impressions and their dollar value and not the impact it may have on customer relationships.
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Generating media exposure.
