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WorksheetsSports Entertainment - Objective 3.0
Total questions: 67
Worksheet time: 1hrs 14mins
Name
Class
Date
1.
When a sports marketer considers factors such as lifestyles and interest levels in a specific sport, he or she is segmenting a market on the basis of which segment?
a)
Gender
b)
Demographics
c)
Geographics
d)
Psychographics
2.
An important part of target marketing in the sports and entertainment industry involves appealing to potential customers who have which resource?
a)
Past experience
b)
Athletic ability
c)
Leisure time
d)
Disposable income
3.
A sporting-goods store reviews its sales records to determine if it should continue carrying snowboards. How is the store using the marketing information?
a)
To schedule deliveries
b)
To monitor employee performance
c)
To make product-management decisions
d)
To evaluate vendor relationships
4.
Which is a factor that sports and event marketers consider when targeting customers for a specific event?
a)
Personalities
b)
Demographics
c)
Expectations
d)
Affiliations
5.
What should a sport or an event do in order to be successful?
a)
Earn maximum profits
b)
Generate favorable press
c)
Satisfy customer wants
d)
Promote popular causes
6.
The promoters of an extreme-sports weekend would most likely target which demographic group?
a)
Professional athletes
b)
Older men, ages 40–50
c)
Business executives
d)
Young men, ages 12–34
7.
Males between the ages of 18–35 who are sports-minded and live in Orlando, Florida is an example of which group?
a)
Niche market
b)
Demographic characteristic
c)
Sponsor
d)
Marketing mix
8.
Which is a vital promotional technique for entertainment marketing?
a)
Distribution
b)
Vertical integration
c)
Broadcast webs
d)
Trailers
9.
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?
a)
Stadium signage
b)
Opt-in e-mail
c)
Contest
d)
Newspaper
10.
What form of advertising involves a company paying an athlete to appear in a television commercial or newspaper ad?
a)
Endorsement
b)
Testimonial
c)
Promotion
d)
Broadcast
11.
After a volleyball player wins a gold medal in the Summer Olympics, a sunscreen manufacturer pays the athlete to appear in its television commercials and magazine advertisements. This is an example of which activity?
a)
An endorsement
b)
Publicity
c)
A sponsorship
d)
A loyalty marketing
12.
Repeated exposure to the largest, most diverse population of people is a benefit of which advertising?
a)
Out-of-home
b)
Newspaper
c)
Direct
d)
Radio
13.
When a performer expands into international markets, an important consideration for his or her promotional efforts should be to determine often whether which action is necessary?
a)
Assume that literal language translations are acceptable
b)
Use the same advertising strategy with all markets
c)
Develop different brands for each market
d)
Adapt promotional messages for each market
14.
Computers are complex products and have features that need to be explained. Which element would be crucial to include in an advertisement for a new computer?
a)
Slogan
b)
Headline
c)
Copy
d)
Illustration
15.
What are the basic elements of print advertisements?
a)
Artwork, illustrations, logo, and colorwork
b)
Headline, illustration, copy, and business identification
c)
Layout, arrangement, white space, and border
d)
Headline, subhead, copy, and price
16.
Which part of print advertisements is usually noticed first by readers?
a)
The business identification
b)
The illustration
c)
The white space
d)
The copy
17.
Advertising copy that states “Only 3 days left” is trying to obtain which outcome?
a)
Encourage action
b)
Describe features
c)
Identify benefits
d)
Make a claim
18.
When Arm and Hammer advertises that its baking soda gets rid of odors in refrigerators, its ad copy is pointing out which feature of the product? A. B. C. D.
a)
Uses
b)
Producer
c)
Price
d)
Location
19.
Which is a characteristic of most online banner advertisements?
a)
Productive
b)
Restrictive
c)
Selective
d)
Interactive
20.
Which statement regarding campaigns of direct mail marketing is true?
a)
They should contain detailed data.
b)
They are highly cost efficient.
c)
They are easy to track.
d)
They should include a call to action.
21.
Sports or event industries often use the electronic media to obtain which goal?
a)
Conduct worldwide research
b)
Attract advertising support
c)
Encourage athletes to participate
d)
Motivate customers to buy
22.
Which promotion option enables marketers to target specific groups of customers, so that they can focus their promotional efforts to get the best results?
a)
Advertising
b)
Direct marketing
c)
Publicity
d)
Sales promotion
23.
Currently, which mobile advertising strategies have been most successful?
a)
Rich media
b)
Text message with coupon
c)
Cross-platform campaign
d)
Banner ad campaign
24.
How does a professional sports team earn revenue when it permits games to appear on television?
a)
Participating in merchandising programs
b)
Sponsoring charitable events
c)
Selling broadcast rights
d)
Promoting the games on its website
25.
Which is most likely to be visible to search engine spiders?
a)
Flash files
b)
Java applets
c)
HTML text
d)
Images
26.
A business places a matrix on a promotional sign that potential customers can scan with their smartphones. After scanning the matrix, potential customers have digital coupons in their smartphones which they use to obtain discounted products at the point of purchase. This form of mobile advertising involves the use of which feature?
a)
Cable-network tags
b)
Reverse-messaging features
c)
Receipt verification applications
d)
Quick-response codes
27.
Which is an example of online advertising?
a)
Hosting chat rooms
b)
Providing information
c)
Sponsoring a website
d)
Giving away gifts
28.
To generate excitement about its newly remodeled facilities, the plans of Wilmer Hotel is to send advertising messages to past guests via their cell phones. Each message will contain a brief video showcasing new features and services that the hotel offers. Which type of mobile messaging service should Wilmer use?
a)
Complex messaging services (CMS)
b)
Short messaging services (SMS)
c)
Multimedia messaging services (MMS)
d)
Digitized messaging services (DMS)
29.
A tire producer is most likely to advertise its products on a website that interests which group?
a)
Fitness trainers
b)
Marathon runners
c)
Auto racing enthusiasts
d)
Tennis fans
30.
Which type of sports or event businesses would most likely place a banner advertisement on a ski resort’s website?
a)
Shoe manufacturer
b)
Snowboard retailer
c)
Cross-training equipment distributor
d)
Rock-climbing boot retailer
31.
Which is an effective design technique that adds a personal touch to direct mail?
a)
Stamping “Open Now” in neon pink on the back of the envelope
b)
Addressing the recipient as “Current Resident” on the mailing label
c)
Using a font that looks like handwriting in the address section of an envelope
d)
Placing the return address at the bottom of the envelope
32.
To attract fans to their websites, professional sports organizations, media outlets, and entrepreneurs offer online simulations that allow fans to build their own sports teams and compete against other fans. What is this growing industry?
a)
Online exchange
b)
Data interchange
c)
Game works
d)
Fantasy sports
33.
Which is the most common use of opt-in e-mail marketing?
a)
Subscriptions
b)
Announcements
c)
Attachments
d)
Confirmations
34.
Which is an example of an e-mail attachment?
a)
nike.com
b)
resume.doc
c)
smith@aol.com
d)
http://www.org
35.
One of the disadvantages to marketers using streaming video e-mail is that it requires the recipient to have which feature?
a)
Complicated operating system
b)
Sophisticated computer keyboard
c)
High-speed Internet connection
d)
Cloud computing
36.
A business that asks customers to forward an e-mail to their friends or associates is engaged in which type of activity?
a)
Suggestion-selling
b)
Direct advertising
c)
Image-building
d)
Viral marketing
37.
Which is an example of a business using e-mail in a timely manner?
a)
Describing features of expensive products
b)
Addressing messages to individual customers
c)
Sending customers a notice of sales for tomorrow
d)
Targeting groups that subscribe to newsletters
38.
One advantage of using e-mail marketing is that it has which feature?
a)
Anonymous
b)
Profit-oriented
c)
Cost-effective
d)
Impersonal
39.
Which is an advantage to a business of using an in-house system to send bulk e-mail messages? A. B. C. D.
a)
Costs are tied to volume.
b)
Last-minute changes are possible.
c)
Control of delivery is limited.
d)
Up-front costs are low.
40.
What mailing technique do businesses often use if they do not have software to process a mailing list?
a)
Autoresponder
b)
Internet Service Provider
c)
Bookmark feature
d)
Blind Carbon Copy
41.
Which computer program prevents e-mail messages containing the word “free” in the subject header from entering an inbox?
a)
Queues
b)
Gophers
c)
Filters
d)
Servers
42.
What should businesses do to detect any problems before sending an email to everyone on their list?
a)
Finalize a signature
b)
Format the message
c)
Prepare a response
d)
Conduct a test run
43.
The body of an e-mail message that reads, “Dear Sue, We hope you are enjoying the newsletter,” is an example of which type of message?
a)
Understandable
b)
Compelling
c)
Focused
d)
Personalized
44.
For higher response rates, businesses should develop marketing e-mail messages that have which features?
a)
Short, simple, and understandable
b)
Relevant, short, and complex
c)
Interesting, unique, and lengthy
d)
Appealing, complex, and relevant
45.
What is a guideline for businesses to follow when creating mailing lists?
a)
Obtain names from local competitors
b)
Identify all people in a certain area
c)
Choose individuals who want the e-mail
d)
Ask employees for names of relatives
46.
Since generated revenue helps organizations, it is important for professional sports or event organizations to develop advance ticket sales plans to accomplish which goal?
a)
Increase general admission ticket sales
b)
Decrease operational costs
c)
Cover pre-event expenses
d)
Reduce the risk of ticket scalping activities
47.
An advertiser spent $117,000 for 12 television spots with a total of 240 GRPs (gross rating points). What was the cost per GRP?
a)
$975.50
b)
$585.50
c)
$712.50
d)
$487.50
48.
Businesses that buy broadcast advertising time often ask for information about which information before purchasing the time?
a)
Qualifications of management
b)
Ownership of the stations
c)
Popularity of newscasters
d)
Ratings for certain shows
49.
A business that asks to have an advertisement presented at a specific time on the air or in a special place in a newspaper will most likely have which experience?
a)
Need to be a regular advertiser
b)
Not have its request granted
c)
Pay the standard fee for the ad
d)
Pay a higher price for the ad
50.
What is the most appropriate media-scheduling strategy for advertising food and other frequently purchased items?
a)
Continuous
b)
Fighting
c)
Pulsing
d)
Intermittent
51.
A business owner saved money by contracting with the local newspaper to purchase a series of ads over a period of time. The business is entitled to which return?
a)
Flat rate
b)
Volume discount
c)
Free insert
d)
Preferred position
52.
When a business places print advertisements in a magazine that has a specific readership reach, it is basing its buying decisions on which feature of the publication?
a)
Motivation
b)
Reputation
c)
Circulation
d)
Participation
53.
A business wants to sell a shipment of goods by the end of the current workweek at the lowest possible advertising cost. Which form of promotional media would be best to use?
a)
An ad in next paper
b)
A direct mail campaign
c)
Point-of-purchase displays
d)
Radio spot commercials
54.
A business owner who wants to obtain a reduced rate for a series of local radio commercials might contract for what type of promotion?
a)
Package
b)
Display
c)
Transit
d)
Contingent
55.
A sports or an event organization can determine advertising reach of a magazine by analyzing which component of the publication?
a)
Billing cycle
b)
Circulation
c)
Finances
d)
Response mode
56.
The cost to a business of radio spots will vary depending on which feature?
a)
Basic production costs
b)
Size of the business
c)
Number of listeners being reached
d)
Type of information being aired
57.
Businesses generally pay more for newspaper advertisements when purchasing space at which rate?
a)
Preferred position
b)
Run-of-page
c)
Contract
d)
Frequency
58.
Which is the most appropriate promotional medium for a local hardware store?
a)
Local newspaper
b)
Network television
c)
Local rock station
d)
National news magazine
59.
Which is a qualitative media factor used in the selection of promotional media?
a)
Reach
b)
Frequency
c)
Impact
d)
Cost per thousand
60.
What is the percentage of reach for a local radio sporting-goods advertisement if the target audience is 875,000 18- to 30-year-old males and 393,750 of the target audience is exposed to the message?
a)
45
b)
40
c)
35
d)
30
61.
Which type of media should an event planner use to promote an upcoming local charity event to the general public?
a)
Direct mail
b)
Local television
c)
National newspaper
d)
Consumer magazine
62.
Which media vehicle might a sports or an event marketer choose to promote a celebrity baseball game to many people throughout a metropolitan area?
a)
Internet advertising
b)
Airplane banners
c)
Movable billboard
d)
Stadium posters
63.
When an advertiser wants to reach specific target markets, which type of print medium would be most cost-effective?
a)
Newspapers
b)
Billboards
c)
Direct mail
d)
Yellow pages
64.
Which decreases the costs to a business of using newspaper advertising?
a)
Color requirements
b)
Sliding-scale rates
c)
Preferred position
d)
Split-runs
65.
What is an important factor in determining rates for outdoor advertising?
a)
Short life
b)
Ease of replacement
c)
Visibility
d)
Artistic appeal
66.
The Fit and Lively Fitness Center wants to increase its membership, so it is planning to run a television ad to promote lower membership fees for a limited time. If the target audience is 939,000 16- to 36-year-old females, and 313,000 of the target audience is exposed to the message, what is the percentage of reach for a local cable-television advertisement?
a)
36
b)
33
c)
39
d)
30
67.
A radio station sells a 30-second spot for $500. If the number of listeners is 200,000, what is the cost per thousand (CPM)?
a)
$50
b)
$5
c)
$25
d)
$2.5 0
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