Sports Marketing II Objective 2 (Part 2)

An athletic shoe company that has no association with the Olympic games runs a television commercial congratulating a track star for winning two gold medals. This is an example of

• sales promotion.
• copyright infringement.
• ambush marketing.
• nondesignated sponsorship.

Which of the following is an example of a sales promotion that uses a special event to increase high attendance rates at a professional baseball game:

• Baseball statistics and articles are printed in the team's program.
• Free autographed baseballs are given to the first 100 attendees on little-league day.
• The team's logo merchandise is sold in the retail store located in the stadium.
• Concession stands offer bundled food and beverage items for a low price.

What variable might increase attendance at a professional soccer game?

• A postgame dinner for team players and their families
• Mass distribution of the team's sports program to the fans and media
• Offering a wide variety of food and beverages at the concession stands
• A pregame autograph and photo session for fans with the team's players

Which of the following is a true statement about ambush marketing?

• It relies on celebrity endorsements to become an official event sponsor.
• A business pays a sponsorship fee to be associated with an event.
• Most businesses believe that ambush marketing is an ethical practice.
• It uses questionable tactics to connect a non-sponsoring business with an event.

What does trade dress protect?

• The distinctive logo/graphics of a good or service
• The distinctive slogan of a good or service
• The distinctive appearance/image of a good or service
• The distinctive name of a good or service

What does the license grant portion of the license agreement specify?

• The exact begin and end dates of the contract and processes for contract renewal
• Procedures to review the licensee's work
• Which properties are being licensed and what types of merchandise will be produced
• Details regarding payments

What portion of the license agreement specifies the exact begin and end dates of the contract?

• License grant
• Term
• Warranties and obligations
• Restrictions and requirements

The selection of a particular entertainer to endorse a new product should be directly linked to the company's

• distribution.
• image.
• profitability.
• personality.

When an event planner seeks celebrity endorsements for an upcoming event, s/he should make sure they are credible and

• resourceful.
• innovative.
• neutral.
• trustworthy.

Professional sport franchises' marks are considered service marks because of

• the food and souvenir stands at sporting events.
• the agility of professional athletes.
• ticket sales.
• the entertainment value of sporting events.