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Sports and Entertainment Marketing 4th edition by Kaser – Test Bank

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Sports and Entertainment Marketing 4th edition by Kaser – Test Bank

Chapter 10 – Promotional Planning

1. Technology continues to dramatically broaden the choices available for making consumers aware of products and services.

a.

True

b.

False

ANSWER:

True

POINTS:

1

LEARNING OBJECTIVES:

SEM.KO.4.LO: 10.3-2 – LO: 10.3-2

2. The promotional plan usually covers a ten-year period.

a.

True

b.

False

ANSWER:

False

POINTS:

1

LEARNING OBJECTIVES:

SEM.KO.4.LO: 10.3-1 – LO: 10.3-1

3. Data must be collected and analyzed to determine if the promotional plan has been successful.

a.

True

b.

False

ANSWER:

True

POINTS:

1

LEARNING OBJECTIVES:

SEM.KO.4.LO: 10.3-1 – LO: 10.3-1

4. A qualitative measurement provides information in terms of numbers or percentages.

a.

True

b.

False

ANSWER:

False

POINTS:

1

LEARNING OBJECTIVES:

SEM.KO.4.LO: 10.3-1 – LO: 10.3-1

5. An example of social networking is when a sales associate in a small, independent music store recommends a new recording that a customer might enjoy.

a.

True

b.

False

ANSWER:

False

POINTS:

1

LEARNING OBJECTIVES:

SEM.KO.4.LO: 10.3-2 – LO: 10.3-2

6. Sponsorship plays a minor role in professional athletics.

a.

True

b.

False

ANSWER:

False

POINTS:

1

LEARNING OBJECTIVES:

SEM.KO.4.LO: 10.2-1 – LO: 10.2-1

7. A promotional plan may involve associating a business or product with an event, such as the Olympics or a local charity event.

a.

True

b.

False

ANSWER:

True

POINTS:

1

LEARNING OBJECTIVES:

SEM.KO.4.LO: 10.2-1 – LO: 10.2-1

8. Event producers or sports teams acquire sponsors to offset the costs of providing the event.

a.

True

b.

False

ANSWER:

True

POINTS:

1

LEARNING OBJECTIVES:

SEM.KO.4.LO: 10.2-1 – LO: 10.2-1

9. The truthful opinions and beliefs of the endorser must be expressed in an endorsement.

a.

True

b.

False

ANSWER:

True

POINTS:

1

LEARNING OBJECTIVES:

SEM.KO.4.LO: 10.2-2 – LO: 10.2-2

10. Endorsers of products are not required to have real experiences with the product they are endorsing.

a.

True

b.

False

ANSWER:

False

POINTS:

1

LEARNING OBJECTIVES:

SEM.KO.4.LO: 10.2-2 – LO: 10.2-2

11. The most famous and prestigious of the entertainment awards are those given by the Academy of Motion Picture Arts and Sciences.

a.

True

b.

False

ANSWER:

True

POINTS:

1

LEARNING OBJECTIVES:

SEM.KO.4.LO: 10.1-3 – LO: 10.1-3

12. An event triangle is created by the interaction of the fans, sponsors, and the event.

a.

True

b.

False

ANSWER:

True

POINTS:

1

LEARNING OBJECTIVES:

SEM.KO.4.LO: 10.1-1 – LO: 10.1-1

13. The first step for developing a promotional plan is to

a.

set promotional goals

b.

identify the target customers

c.

select the promotional mix

d.

develop a promotional budget

ANSWER:

b

POINTS:

1

LEARNING OBJECTIVES:

SEM.KO.4.LO: 10.3-1 – LO: 10.3-1

14. A quantitative measurement

a.

provides information in terms of numbers or percentages

b.

is subjective and depends on interpretation

c.

might assess the loyalty of consumers to a brand name based on descriptions of consumers’ reactions to a promotion

d.

both b and c

ANSWER:

a

POINTS:

1

LEARNING OBJECTIVES:

SEM.KO.4.LO: 10.3-1 – LO: 10.3-1

15. The estimated total potential audience is the

a.

reach

b.

frequency

c.

cost-per-thousand

d.

gross rating points

ANSWER:

d

POINTS:

1

LEARNING OBJECTIVES:

SEM.KO.4.LO: 10.3-1 – LO: 10.3-1

16. Companies sponsor an event

a.

to increase sales and profits

b.

to enhance their image

c.

to enter new markets or a niche market

d.

all of the above

ANSWER:

d

POINTS:

1

LEARNING OBJECTIVES:

SEM.KO.4.LO: 10.2-1 – LO: 10.2-1

17. The give-and-take between an event, the sponsors, and the fans is called a(n)

a.

exchange

b.

sponsorship

c.

event triangle

d.

equilibrium point

ANSWER:

a

POINTS:

1

LEARNING OBJECTIVES:

SEM.KO.4.LO: 10.1-1 – LO: 10.1-1

18. Which of the following is not true about endorsements?

a.

The endorser must use the product he/she endorses.

b.

Endorsements must include truthful opinions and beliefs of the endorser.

c.

Endorsements may not contain any deceptive or misleading statements.

d.

If the product changes in any way, the endorser can still be a spokesperson even if he/she does not use the new product.

ANSWER:

d

POINTS:

1

LEARNING OBJECTIVES:

SEM.KO.4.LO: 10.2-2 – LO: 10.2-2

19. Who controls the final selection of businesses approved as sponsors?

a.

the advertisers

b.

the venue

c.

the ticket broker

d.

the booking agent

ANSWER:

b

POINTS:

1

LEARNING OBJECTIVES:

SEM.KO.4.LO: 10.1-2 – LO: 10.1-2

20. Interactions with customers through festivals, tours, or licensed merchandise to retain satisfied customers are known as

a.

trade shows

b.

social networking

c.

experiential activations

d.

crowdsourcing

ANSWER:

c

POINTS:

1

LEARNING OBJECTIVES:

SEM.KO.4.LO: 10.3-2 – LO: 10.3-2

21. Which of the following is not considered one of the “big four” annual entertainment award shows?

a.

Screen Actors Guild Awards

b.

Grammys

c.

Emmys

d.

Tonys

ANSWER:

a

POINTS:

1

LEARNING OBJECTIVES:

SEM.KO.4.LO: 10.1-3 – LO: 10.1-3

22. Brief ads that give you a preview of the real ads in order to build up excitement are called

a.

stealth marketing

b.

pre-ads

c.

viral ads

d.

sales promotions

ANSWER:

b

POINTS:

1

LEARNING OBJECTIVES:

SEM.KO.4.LO: 10.3-2 – LO: 10.3-2

23. Entertainment awards are an important form of

a.

distribution

b.

publicity

c.

information management

d.

product/service planning

ANSWER:

b

POINTS:

1

LEARNING OBJECTIVES:

SEM.KO.4.LO: 10.1-3 – LO: 10.1-3

24. This occurs when an individual or business provides products, services, or financial support for a sports team or an event.

a.

distribution

b.

project management

c.

endorsement

d.

sponsorship

ANSWER:

d

POINTS:

1

LEARNING OBJECTIVES:

SEM.KO.4.LO: 10.2-1 – LO: 10.2-1

25. The blending of advertising, sales promotion, publicity, and personal selling is referred to as the __________.

ANSWER:

promotional mix

POINTS:

1

LEARNING OBJECTIVES:

SEM.KO.4.LO: 10.3-1 – LO: 10.3-1

26. Movies shown in theaters and on video are generally preceded by __________, which are advertisements for other movies.

ANSWER:

trailers

POINTS:

1

LEARNING OBJECTIVES:

SEM.KO.4.LO: 10.3-2 – LO: 10.3-2

27. A(n) __________ is a person’s public expression of approval or support for a product or service.

ANSWER:

endorsement

POINTS:

1

LEARNING OBJECTIVES:

SEM.KO.4.LO: 10.2-2 – LO: 10.2-2

28. Using the name of a product or business as part of the name of an event venue is a type of __________ sponsorship.

ANSWER:

corporate

POINTS:

1

LEARNING OBJECTIVES:

SEM.KO.4.LO: 10.2-1 – LO: 10.2-1

29. __________provides information in terms of numbers or percentages.

ANSWER:

Quantitative measurement

POINTS:

1

LEARNING OBJECTIVES:

SEM.KO.4.LO: 10.3-1 – LO: 10.3-1

30. __________ provides information that is subjective and depends on interpretation.

ANSWER:

Qualitative measurement

POINTS:

1

LEARNING OBJECTIVES:

SEM.KO.4.LO: 10.3-1 – LO: 10.3-1

31. A(n) __________ is a written, detailed description of how the elements of promotion will be used.

ANSWER:

promotional plan

POINTS:

1

LEARNING OBJECTIVES:

SEM.KO.4.LO: 10.3-1 – LO: 10.3-1

32. A mobile app __________ is someone who opens an app at least three times in 30 days.

ANSWER:

loyal user

POINTS:

1

LEARNING OBJECTIVES:

SEM.KO.4.LO: 10.3-1 – LO: 10.3-1

33. Game __________ involve the extensive planning and implementation of every aspect that takes place in and around the sports venue.

ANSWER:

operations

POINTS:

1

LEARNING OBJECTIVES:

SEM.KO.4.LO: 10.1-1 – LO: 10.1-1

34. A firm that contracts with the venue on behalf of the performers is called the __________.

ANSWER:

booking agent

POINTS:

1

LEARNING OBJECTIVES:

SEM.KO.4.LO: 10.1-2 – LO: 10.1-2

35. A corporate __________ is the graphic representation of a company’s name.

ANSWER:

logo

POINTS:

1

LEARNING OBJECTIVES:

SEM.KO.4.LO: 10.2-1 – LO: 10.2-1

36. The __________ are awards presented by the National Academy of Recording Arts and Sciences to musicians, producers, and other recording professionals.

ANSWER:

Grammys

POINTS:

1

LEARNING OBJECTIVES:

SEM.KO.4.LO: 10.1-3 – LO: 10.1-3

37. List the five steps involved in the development of a promotional plan.

ANSWER:

(1) Identify the target customers. (2) Set promotional goals. (3) Develop a promotional budget. (4) Select the promotional mix. (5) Measure the results.

POINTS:

1

LEARNING OBJECTIVES:

SEM.KO.4.LO: 10.3-1 – LO: 10.3-1

38. What do sponsors expect in return for their investments?

ANSWER:

The sponsor wants public recognition and increased sales.

POINTS:

1

LEARNING OBJECTIVES:

SEM.KO.4.LO: 10.2-1 – LO: 10.2-1

39. What is an advantage of using a celebrity endorser?

ANSWER:

The celebrity is popular and has name recognition.

POINTS:

1

LEARNING OBJECTIVES:

SEM.KO.4.LO: 10.2-2 – LO: 10.2-2

40. What must marketers do to stay current?

ANSWER:

They need to be aware of changes taking place in the world, regularly read multiple information sources, be open to others’ ideas, and attend conferences or training opportunities with other professionals.

POINTS:

1

LEARNING OBJECTIVES:

SEM.KO.4.LO: 10.3-2 – LO: 10.3-2

41. Briefly explain the concept of game attractiveness.

ANSWER:

Game attractiveness influences attendance and is related to the current success of the team, star players, promotional activities, and venue amenities.

POINTS:

1

LEARNING OBJECTIVES:

SEM.KO.4.LO: 10.1-1 – LO: 10.1-1

42. What kind of person does a business look for when searching for a celebrity endorser?

ANSWER:

Businesses seek someone who is positive and charismatic, is familiar, has a career in process, presents few risks, and has a believable relationship with the product.

POINTS:

1

LEARNING OBJECTIVES:

SEM.KO.4.LO: 10.2-2 – LO: 10.2-2

43. Explain how to develop a promotional budget.

ANSWER:

The promotional budget must be tied to the promotional goals. A common method of determining an overall promotional budget is to define the tasks needed to achieve the goals, estimate the costs of the tasks, and compare the costs to available funds.

POINTS:

1

LEARNING OBJECTIVES:

SEM.KO.4.LO: 10.3-1 – LO: 10.3-1

44. Explain the merits and risks of a company using a controversial athlete to endorse its products. How could the company’s promotional plan succeed? How could it fail? Give an example to support your answer.

ANSWER:

The controversial athlete will most likely gain a lot of attention. Future negative actions may prove detrimental for the company using the controversial athlete as an endorser. Students should use examples of athletes in their answers.

POINTS:

1

LEARNING OBJECTIVES:

SEM.KO.4.LO: 10.2-2 – LO: 10.2-2

45. Give at least seven good reasons for a company to be a sponsor for amateur sports. Describe each reason in detail.

ANSWER:

Answers will vary and may include the following:

To increase sales and profits

To introduce a new product or service to a large audience

To be identified with an event in which the target market is interested

To earn the goodwill of the audience by showing a commitment to the event

To entertain clients or potential customers

To serve as employee incentives

To enhance the company’s image and improve community relations

To enter new markets or a niche market

POINTS:

1

LEARNING OBJECTIVES:

SEM.KO.4.LO: 10.2-1 – LO: 10.2-1

46. Identify the three groups in an event triangle and describe the exchanges that take place between each.

ANSWER:

The three groups of the event triangle are fans, the event, and the sponsors.

Fans pay money for tickets to the event and are rewarded with entertainment from the event. In return, the fans pay money to the sponsors and receive the sponsors’ products or services during and/or after the event. The event receives money from the fans to provide the entertainment. It also receives money from the sponsors to provide access to the fans. The sponsors provide money to the event to receive access to the fans. The sponsors provide products and services and in return receive money from the fans during and/or after the event.

POINTS:

1

LEARNING OBJECTIVES:

SEM.KO.4.LO: 10.1-1 – LO: 10.1-1

47. An event is considered successful if at least​ two of the three members of the event triangle benefit from and are satisfied with the exchanges.

a.

True

b.

False

ANSWER:

False

POINTS:

1

LEARNING OBJECTIVES:

SEM.KO.4.LO: 10.1-1 – LO: 10.1-1

48. A firm that contracts with the venue on behalf ​of the performers is referred to as the sponsor.

a.

True

b.

False

ANSWER:

False

POINTS:

1

LEARNING OBJECTIVES:

SEM.KO.4.LO: 10.1-2 – LO: 10.1-2

49. Sponsors of an event determine the types of advertising they want to use before, during, and after an event.​

a.

True

b.

False

ANSWER:

True

POINTS:

1

LEARNING OBJECTIVES:

SEM.KO.4.LO: 10.1-2 – LO: 10.1-2

50. Social media is expected to be an important part of the development of advertising on mobile devices.​

a.

True

b.

False

ANSWER:

True

POINTS:

1

LEARNING OBJECTIVES:

SEM.KO.4.LO: 10.3-2 – LO: 10.3-2

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