Unit 4 Flashcards
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When selling advertising space in sport/event programs, it is important for marketers to give their customers the A. mailing costs B. research fees C. news deadlines D. advertisement specifications
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D. advertisement specifications
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Rachel is selling program advertisements for a marching band competition that her high school is hosting. Which of the following sales prospects is most likely to purchase ad space in the program? A. Local music shop B. National piano manufacturer C.International symphony conductor D. State/Provincial museum director
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A. Local Music Shop
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3. Camille is developing a rate card for advertising space in her school's yearbook. Which of the following layouts is the most expensive for advertisers to purchase? A. 1/16 page two-color B. 1/2 page black and white C. 1/4 page black and white D. 1/2 page four-color
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D. 1/2 page four-color
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4. A primary reason that sport/event marketers sell advertising space in their programs is to A. generate revenue. B. increase fan loyalty. C. offer financial support. D. attract new markets.
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A. generate revenue
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5. To sell advertising space in an event program, the first thing Kyle should do is A. design the front cover of the program to show prospects. B. call all businesses to determine their interest. C. develop a list of local businesses to contact. D. obtain printing supplies for the program.
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C. develop a list of local businesses to contact
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6. To increase revenue, professional baseball and football teams often sell advertising that appears A. on national television. B. in local magazines. C. on the back of tickets. D. in community newspapers.
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C. on the back of tickets
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7. Which of the following is an example of a business using a celebrity's appearance to attract customers to an event: A. An actor stars in the lead role of a film that is based on a best-selling novel. B. A professional athlete announces her/his plans to retire within six months. C. An athletic-shoe company distributes a press release about a new endorsement deal. D. A rock star signs copies of his/her latest CD at a store's grand opening.
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D. a rock star signs copied of his/her latest CD at a store's grand opening.
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8. Author Randall McPeak's new thriller, Race to the End of Time, was recently released. McPeak's publisher arranged for him to do book signings and readings at several bookstores across the country. The author's appearances are beneficial to the bookstores because A. their sales will likely increase. B. most of their customers are fans of McPeak's books. C. McPeak supports literacy initiatives. D. online book sales will begin to stabilize.
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A. their sales will likely increase
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9. When making appearances at special events, a well-known rock star asks that the event organizer to pay for the air travel, lodging, and meals for his/her band and back-up singers. These requirements are examples of A. rider terms. B. financial requisitions. C. organization charters. D. non-negotiable conditions.
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A. rider terms
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10. After event organizers released information to the press that a well-known country singer will perform at an upcoming fundraiser, ticket sales for the event increased dramatically. This situation exemplifies how a celebrity appearance can A. create a sense of community. B. improve an event's television ratings. C. provide performers with supplemental income. D. stimulate interest in an event.
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D. stimulate interest in an event.
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11. A charity organization is holding a fundraising event in New York. The event will include a dinner prepared by the chef of a five-star restaurant and an upscale style show. To generate interest, the event organizers plan to have a celebrity serve as master of ceremonies for the event. Who would be the most appropriate person to fulfill this role? A. Sophia Sanchez, a Venezuelan talk-show host B. Bella Marie, a well-known international fashion model C. Richard Roberts, a Canadian theater critic D. Karl Kamden, a Chicago-based restaurant owner
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B. Bella Marie, a well known international super model
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12. What do businesses often include with a news release to attract an editor's attention: A. Promotional souvenir B. Captioned photograph C. Reference list D. Thank-you letter
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B. Captioned photograph
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13. Sport/event organizations develop and generate newsletters to A. communicate with the public B. notify the media C. obtain feedback from sponsors D. prepare for problems.
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A. communicate with the public
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14. Developing positive relationships with people who work for local television stations and newspaper publishers is a way for an advertising agency to generate _______ for its clients. A. new markets B. cash C. sales promotion D. publicity
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D. publicity
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15. Ms. Johnson did not proofread a news release before it was mailed to the media, and several errors were found later. In order to minimize the damage that may result, Ms. Johnson should A. wait for the media to contact the business B. say nothing, but proofread future releases C. ask another employee to handle the problem D. call the media to give the correct information
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D. call the media to give the correct information
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16. When sport/event marketers use ongoing, two-way communication to build trust and goodwill with the media, they are creating a(n) ____________ relationship. A. comprehensive B. interactive C. reactive D. exclusive
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B. interactive
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17. What do sport/event planners often develop to encourage television and newspaper coverage? A. Sales promotions B. Local contests C. Media guides D. Creative themes
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C. Media guides
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18. To develop positive relationships with the media, an advertising agency's public-relations director must be A. impressionable and suspicious. B. honest and professional. C. organized and distant. D. approachable and aggressive.
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B. honest and professional
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19. What do businesses need to remember after they send a news release to the media? A. The business should continuously are willing to publish all the news releases they receive. B. Most magazines and newspapers are willing to publish all the news releases they receive. C. Media outlets will only use press releases for businesses that purchase advertising. D. The editor decides whether to publish or broadcast the release.
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D. the editor decides whether to publish or broadcast the release
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20. Following a rash of newspaper criticism for being overpaid, a multi million-dollar athlete signed up to be a volunteer spokesperson for Special Olympics. What was the athlete attempting to accomplish by promoting this move to the press? A. Obtain a tax deduction B. Attract a new sponsor C. Gain more income D. Overcome negative publicity
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D. Overcame negative publicity
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21. What information should a business obtain to get its news releases used? A. Advertising rates B. Publisher's name C. Media deadlines D. Network affiliation
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C. Media deadlines
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22. Which of the following is an advantage to a sport organization that develops an interactive relationship with the broadcast and print media: A. Ensures confidential information exchanges B. Decreases the need for a public-relations plan C. Builds mutually favorable relationships D. Reduces organizational crisis risks
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C. Builds mutually favorable relationships
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23. When writing news releases, businesses should avoid including their A. opinions. B. statistics C. goals. D. locations.
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A. Opinions
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24. Why is it important for professional sport organization to develop relationships with the media? A. To maximize favorable news and event coverage B. To reduce the need to obtain alternate sources of income C. To obtain endorsement deals with professional athletes D. To prevent the release of information to the public
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A. to maximize favorable news and event coverage
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25. One reason sport/event organizers often plan a day to give the media an opportunity to visit the site in advance is to encourage the media to A. set up broadcast equipment. B. pick up their credentials. C. publicize the preparations. D. hold a press conference.
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C. publicize the preparations
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27. What do professional sport teams design for use during games that often become promotional tools because fans take them home? A. Posters B. Tickets C. Programs D. Samples
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C. programs
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28. Which of the following do event organizers often include in an event to add interest and excitement to the event: NCCTE.9_12.ME.MH31.4.04 RBT: A. Dress rehearsal B. Long intermission C. Celebrity appearance D. Sponsor recognition
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C. Celebrity appearance
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29. When a sport organization employee creates a promotional script for a sport announcer to read during a pregame award ceremony, the employee should A. include a joke in the introduction to capture the audience's attention. B. number the copy pages in reverse chronological order. C. make sure the final copy is single-spaced and the typeface is bold. D. identify name pronunciations that might be difficult to read.
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D. identify name pronunciations that might be difficult to read
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30. A stadium designed with more female rest rooms than male rest rooms is responding to which of the following customer expectations. A. Adequate facilities B. Aesthetics C. Dedication usage D. Sense of safety
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A. Adequate facilities
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31. Which of the following factors is most likely to cause people to not want to return to the annual fireworks show that attracts hundreds of thousands of people to the downtown area: A. public transportation B. nearby accommodations C. Traffic D. Parking fees
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C. Traffic
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32. What is a primary consideration for fans who are attending a professional football game in a large city? A. Availability of parking space B. View of the city from stadium seats C. Accessibility to souvenir stands D. Surface of athletic field
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A. Availability of parking space
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33. When attending a sporting event, most fans expect that the facility will provide them with a(n) A. learning situation. B. winning experience. C. safety environment. D. ordinary performance.
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C. Safety environment
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34. To obtain the most exposure during a sporting event, the best logo placement opportunity for businesses is on A. race cars. B. golf balls. C. swimsuits. D. footwear.
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A. race cars
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35. A stadium deciding to place messages and team logos on electronic boards is an example of selecting A. event signage. B. media usage. C. sponsorship. D. network support.
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A. event signage
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36. A soft-drink manufacturer is a sponsor for a professional baseball team. Which of the following signage placement options would provide the most exposure to the manufacturer's products: A. Rear entrance of stadium B. Interior wall of the outfield C. Next to concession stands D. Backside of the scoreboard
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B.Interior wall of the outfield
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37. How do sponsors typically use signage at sports events? A. As promotional tools B. As safety reminders C. To provide directions D. To prohibit behavior
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A. As promotional tools
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38. What is the advantage to a business of placing signage on the outfield stadium wall during a televised professional baseball game? A. Ensures higher sales B. Lowers promotional expenses C. Provides free publicity D. Increases brand awareness
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D. Increases brand awareness
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39. Why might a sport/event organization price entry fees for a marathon below the normal rate? A. To establish their event as "luxury" B. To encourage maximum participation C. To create profits D. To meet competitors prices
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B. to encourage maximum participation
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40. In sports and entertainment marketing, the concept of price includes not only the cost of a ticket to an event but also the A. value of the overall experience. B. quality of the media advertising. C. elements of the marketing plan. D. location of the facility.
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A. value the overall appearance
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41. Yield management is a way that sport/event marketers address product pricing issues when they want to maximize revenue but have A. below-market stock value. B. unallocated resources. C. limited capacity. D. few distribution intermediaries
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C. limited capacity
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42. To attract visitors at times of the year when the demand is typically low, an amusement park charges less money for admission. What pricing strategy does this situation exemplify? A. Scaling the house B. Ticket bundling C. Seasonal pricing D. Price skimming
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C. Seasonal pricing
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43. The additional cost of paying for parking and buying refreshments and programs is part of the overall ____________ of attending a concert. A. benefit B. price C. goal D. value
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B. price
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44. When prices go up or down, the change can affect how much of the sport/event product customers purchase. This is a general of A. elasticity B. market segmentation. C. smoothing. D. total cost.
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A. elasticity
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45. Which of the following is a tangible benefit of purchasing a surfboard: A. It is the most popular brand on the market. B. It gives you the opportunity to join a surfing club. C. It allows you to spend time with your friends at the beach. D. It has a wrist strap to keep it connected to you in the water.
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D. it has a wrist strap to keep it connected to you when in water
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46. Wintergreen Ski Area knows that the area will be most successful if it bases its pricing structure on A. costs associated with renovations. B. what the market will bear. C. total cost of the experience. D. inelastic demand for skiing.
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B. what the market will bear
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47. Which of the following is a company-focused pricing objective for sport/event products: A. Offering the most discounts to customers B. Offering the lowest prices C. Enhancing image D. Achieving a price customers feel is "fair"
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C. Enhancing image
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48. Which pricing strategy sets prices lower than those of the competition? A. Smoothing B. Stretching C. Penetration D. Skimming
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C. Penetration
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49. 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 __________ demand. A. inelastic B. unitary C. smoothing D. elastic
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A. inelastic
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50. When you ask, "How will my customers receive this sales promotion?" which step in the process of generating "out-of-the-box" sales promotion ideas are you completing? A. Determine how to get the news out. B. Determine creativity. C. Determine incentive. D. Determine delivery.
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D. Determine delivery
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51. When you ask, "What does this sales promotion offer to customers?" which step in the process of generating "out-of-the-box" sales promotion ideas are you completing? A. Determine how to get the news out. B. Determine creativity. C. Determine delivery. D. Determine incentive.
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D. Determine incentive
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52. Sales promotion is a major part of sport/event marketing because A. the most important task in sport/event marketing is ticket sales. B. there aren't very many sport/event customers. C. the industry is so highly competitive. D. the industry can get very boring.
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C. the industry is so high competitive
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53. Brian needs to generate some "out-of-the-box" sales promotion ideas for an upcoming tennis tournament.He's not sure how to start, but he does know that the tournament's marketers want to reach the 18-to-35-year-old crowd. How is Brian prepared for inspiration? A. He knows his target market. B. He knows his competition. C. He's putting a new twist on an old idea. D. He's brainstorming.
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A. He knows his target market
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54. One of the features of sports events such as football games is that they are A. impulsive. B. consistent. C. unpredictable. D. tangible.
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C. unpredictable
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55. What is the first thing you should understand when setting out to develop "out-of-the-box" sales promotion ideas for your game/event? A. You need a certain amount of experience to do so. B. There is no way to be prepared for inspiration. C. You need a certain amount of education to do so. D. There is no particular source or technique.
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D. There is no particular source or technique
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56. Which of the following is a consideration when implementing a ticket sales campaign: A. Name recognition B. Seating arrangement C. Immediate accessibility D. Organized hospitality
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C. Immediate accessibility
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57. Which of the following is one of the main features of a sport product: A. Franchises B. Athletes C. Tickets D. Extensions
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B. Athletes
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58. When customizing a presentation, the salesperson determines a prospect's needs by developing a A. business proposition. B. professional outline. C. sales quota. D. customer profile.
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C. customer profile
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59. A sports marketer has developed a sales packet that contains a team brochure, schedule, and a season ticket application. Why should all of the materials have the same basic appearance? A. To customize the materials to specific groups B. To motivate the recipients to open the sales packet C. To indicate that the materials are all from one organization D. To provide information that is relevant to the upcoming season
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C. To indicate that the materials are all from one organization
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60. When preparing handout for a sales presentation, it is important for a salesperson to know the __________of the audience. A. gender B. size C. income D. personality
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B. size
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61. What is a step in the sales presentation process that salespeople should prepare for in advance? A. Referral B. Feedback C. Approach D. Follow-up
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C. approach
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62. In precall planning, the salesperson focuses on learning more about the A. business. B. territory. C. product. D. customer.
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D. customer
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63. When planning for a presentation, salespeople should develop scripts to A. impress upper management. B. hand out to audience members. C. jog their memory during a presentation. D. read verbatim so they don't miss main points.
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C. jog their memory during a presentation
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64. Which of the following selling options is one that sport/event marketers are most likely to use to reach individual season ticket holders: A. Personal selling B. Product demonstration C. Direct mail D. Distribution outlets
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C. Direct Mail
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65. When writing a script for a sales presentation, a salesperson should use language that is A. complex, intricate, and intense. B. conceptual, intellectual, and difficult. C. positive, precise, and pertinent. D. childish, humorous, and spontaneous.
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C. positive, precise, and pertinent
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66. Why should salespeople create favorable impressions during the initial contact with sport/event customers? A. Customer rapport is unimportant. B. Customers want to ask for assistance. C. First impressions seldom last very long. D. First impressions are difficult to change.
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D. First impressions are difficult to change.
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67. When preparing for a sales presentation, a salesperson decides to greet a prospective customer by asking if she would like to save money on office supplies. This is often called the _______________ approach. A. customer-benefit B. meet-and-greet C. introductory D. question-and-answer
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A. customer benefits
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68. What is a benefit of establishing good relationships with sport/event customers and fans? A. Long-term loyalty B. Flexible marketing C. High-level pricing D. Consistent quality
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A. Long- term loyalty
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69. How can sport/event marketers establish positive relationships with their customers/clients? A. Ask close-ended questions B. Use generic sales presentations C. Prepare a product demonstration D. Communicate specific benefits
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D. Communicate specific benefits
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70. A lottery system is an equitable way of selling tickets to school alumni when the demand for college football tickets A. fluctuates every season. B. is lower than originally anticipated. C. remains consistent over time. D. is higher than the available supply.
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D. is higher than the available supply
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71. To develop long-term relationships with fans, professional sport teams should A. have inflexible ticket sales policies. B. build emotional connections with them. C. increase licensing fees to ensure profitability. D. redesign branding elements.
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B. build emotional connections with them
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16. When sport/event marketers use ongoing, two-way communication to build trust and goodwill with the media, they are creating a(n) ____________ relationship. A. comprehensive B. interactive C. reactive D. exclusive
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B. interactive
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16. When sport/event marketers use ongoing, two-way communication to build trust and goodwill with the media, they are creating a(n) ____________ relationship. A. comprehensive B. interactive C. reactive D. exclusive
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B. interactive
