eDynamic Learning - S & E Marketing UNIT 3

A century ago, sports fans viewed sporting events from

• Their backyards

• Primitive stadiums

• Televisions

• Desktop computers

The process of tracking competitor advertising methods in an attempt to foresee the potential success of their own marketing campaigns is one type of

• Media strategy

• Advertising strategy

• Marginal analysis

• Competitor analysis

All of the following are common results of an increase in consumers’ goodwill toward a brand EXCEPT

• Increased loyalty

• Increased referrals

• Decreased customer complaints

• Decreased advertising costs

All of the following could be considered product enhancements at a sporting or entertainment event EXCEPT

• Backstage passes

• Front-row seats

• Discounted drinks

• Autographed jerseys with ticket purchase

When it comes to social media, the ultimate goal for sports and entertainment marketers is to create

• Brand awareness

• A viral campaign

• Fan engagement

• Consumer goodwill

What is driving down the prices of multimedia?

• The Internet

• E-books

• Smartphones

• Free content

As they embrace the new advertising opportunities technology affords them, sports and entertainment marketers must be careful not to

• Ignore print advertising as part of their marketing mix

• Forget the fundamental principles of marketing

• Turn away fans by over-advertising

• Allow technology to replace the human element of their brand

Researching how their target market views sports and entertainment related content can help them determine

• How to price a commodity

• The reach of an advertisement or promotion

• The likelihood of wear-out

• The likely response to a marketing campaign

Low-budget sports and entertainment marketers who want to use 21st-century advertising wisely can benefit from

• An accountant

• A media strategy

• Product enhancements

• A credit card loan

Quality control is more important in the sports and entertainment marketing industry today more than ever before because of

• Increased competition and consumer expectations

• The likelihood of technical glitches

• The fast-paced nature of most people’s lives

• The increased price of sports and entertainment commodities