SEM II Obj 2.06 & (1.09, 1.10 & 1.11)

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 viral marketing strategy:

• A blimp displaying a sporting-goods retail chain logo flies over a football stadium

• A stadium banner shows a graphic of an ice-cold glass of a favorite soft drink.

• An e-mail sender asks the message receiver to forward the message to 10 friends

• A local restaurant places a poster of a supplier's product near the building entrance

Which of the following is an example of using a special event as a sales-promotion strategy to increase ticket sales:

• Advertising prices in a community publication

• Holding a contest during a game or performance

• Using telemarketers to contact a target audience

• Planning an interview with a popular columnist

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 trend in the sport/event industry:

• Premium seating options are yielding less revenue for sport/event facilities than other types of seating.

• Relationship marketing is becoming less important to sport/event organizations as technology evolves

• Due to the high level of media clutter, fewer businesses are participating in sport/event sponsorships

• Sport/Event facilities are evolving into complete entertainment centers with interactive activities

The NHL, the NFL, and the CFL are becoming more interested in investing in the development of recreational sports for youths in order to

• appeal to low-income individuals.

• encourage sedentary lifestyles

• comply with local regulations.

• attract more fans

One reason that seat licenses and premium seating are growing trends in sport/event marketing is because these practices are

• sales policies

• pricing strategies

• advertising methods

• revenue sources

One of the main portions of a marketing report describes the research methods and the

• industry review standards

• data collection procedures

• technical terminology

• consulting expenses

Which of the following is a characteristic of an effective marketing report:

• Explains role of executive management

• Contains names of contributing editors

• Provides industry review information

• Answers specific research questions