Festivals and Events Core Knowledge Quiz

Which of the following statements CANNOT be made about modern-day events?

• Modern-day events take on new meanings and evolve over time.

• Modern-day events are universally loved and without any critics.

• Modern-day events are a central part of the marketing mix.

• Modern-day events are often not associated with any community or country.

“Events and experiential marketing are exactly the same.”

• True

• False

Which of the following can be linked to the growing popularity of event marketing?

• Increased media fragmentation

• Decreased effectiveness of traditional advertising

• Increased competition amongst firms

• All of the above

Which of the following phrases best describes an ‘eventful’ city?

• … a booming industrial town

• … a place inhabited by ‘eventful’ people

• … a vast stage on which festivals, sports activities and other events are organized

• All of the above

Why should ethnic festival development be approached cautiously?

• Ethnic festivals attract immigrants to a city

• Ethnic festivals confer a ‘cosmopolitan’ character to a city

• Ethnic festivals can potentially unite citizens

• Ethnic festivals can potentially reinforce ethnic and cultural stereotypes

Which of the following was identified by Kotler (1993) as characteristic of contemporary place-marketing strategies?

• '... serial 'me-too' replication ...'

• '... universal as opposed to place-specific references ...'

• '...tendency to emulate successful formulae...'

• '... more sophisticated 'product development and competitive niche thinking ...'

'Festivalisation' is ...

• '...the temporary transformation of a place into symbolic space in which the public domain is claimed for particular forms of consumption ...'

• '...a simplification that commercial sponsors may tend to reinforce to promote products such as exotic food and drink...'

• '...a means of improving the image of cities, adding life to city streets and giving citizens renewed pride in their city ...''

• All of the above

Which of the following is NOT a benefit of ethnic events?

• Disneyfying of community landscapes

• Providing a 'cosmopolitan' image for cities

• Connecting immigrants with their countries of origin

• Bringing together of cultural and ethnic minorities

What do the Notting Hill Carnival and the Edinburgh International Festival have in common?

• They are international trade expositions.

• They bring together members of ethnic and cultural minorities.

• Critics have observed that their local communities feel a loss of 'ownership' and control.

• Bidding to host these events is very expensive.

10. Which of the following is an example of a social benefit of event marketing?

• Increased brand awareness

• Improved community relationships

• Higher sales revenue

• Reduced marketing costs