2019 Sports & Event Marketing Midterm Review A

What form of advertising involves a company paying an athlete to appear in a television commercial or newspaper ad?

• Endorsement

• Testimonial

• Promotion

• Broadcast

A business wants to create or emphasize positive associations between a specific sport and itself. What type of advertising media should the business consider using?

• Stadium signage

• Opt-in e-mail

• Contest

• Newspaper

When a performer expands into international markets, an important consideration for his/her promotional efforts is that it is often necessary to

• assume that literal language translations are acceptable.

• use the same advertising strategies with all markets.

• develop different brands for each market.

• adapt promotional messages for each market.

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

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.

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

Which of the following are characteristics of a sporting event:

• Intangible and perishable

• Inexpensive and regional

• Unlimited and costly

• Unchanging and scarce

Who must be present for a sporting event to take place?

• Amateurs

• Professionals

• Athletes

• Spectators

The businesses that make the sporting events available to those who cannot attend in person are

• radio announcers.

• corporate consumers

• team owners.

• stadium managers.