WorksheetsSEM II Sec 3
Total questions: 19
Worksheet time: 10mins
Why is sport/event sponsorship one of the fastest growing promotional activities today?
There is no risk involved with sport/event sponsorship.
Fans are not willing to patronize a sponsoring company.
People are receptive to companies that sponsor their teams/events.
Many teams/events would not be able to survive without sponsorship.
Which of the following statements best defines the term promotional mix:
The “magic formula” used in developing promotional plans
The way in which businesses combine promotional methods
The confusion of too many promotional techniques
The rotation technique used for promoting employees
The JB Company is one of many corporations that sponsor the Z Racing race car team. Every Z Racing car is covered with dozens of its sponsors’ logos. As a result, the JB Company may likely experience
brand recognition.
media attention.
sponsorship clutter.
ambush marketing.
Cool Cola recently developed a new flavor of soda. The company has generated customer interest in the new product via television commercials and coupons. As a result, wholesalers and retailers are buying the new soda from Cool Cola to meet customer demand. This is an example of a(n) __________ promotional strategy.
increasing
decreasing
push
pull
The Sandlot Company promotes its products to intermediaries who then promote the products to customers. The Sandlot Company is using a(n) __________ promotional strategy.
push
pull
increasing
decreasing
Which of the following risks does the sponsor of a sports team face when the team develops a negative image:
Ambush marketing
Guilt by association
Sponsorship clutter
Sponsorship exploitation
If a tire company such as Goodyear Tires is the only tire sponsor of an automobile racing event, its sponsorship is considered
exclusive.
small.
ambush marketing.
private.
Why do companies prefer a formal, written contract when they agree to sponsor a sport or an event?
An official contract is exclusive.
An official contract creates brand recognition.
An official contract is legally binding.
An official contract eliminates competition.
When the promotional mix for a product is affected by the path the product takes from the producer to the ultimate consumer, the mix is being influenced by the product’s
distribution channel.
market.
life cycle.
consumers.
In which stage of a product’s life cycle would the least money be invested in product promotion?
Growth
Introduction
Decline
Maturity
Johnson Quittles developed a new digital music platform that made them innovators in the music industry. Considering the life cycle stage of the product, the company should design a promotional mix that will
phase out the product.
compare competing products.
inform customers about the new product.
be competitive with companies making similar products.
When a company seeks to display its logo at a large sporting event, what does it hope to gain?
Exclusivity
New customers
Brand recognition
Competition
How can a business help sponsor an event without paying big sponsorship fees?
Donate items for participants to use.
Obtain an exclusive contract.
Display a large banner inside the event venue.
Use ambush marketing.
Who benefits from an effective sport/event entity sponsorship?
Sponsor, sport/event entity, and fans
Sport/Event entity, fans, and competitors
Competitors, sponsor, and fans
Sponsor, competitors, and sport/event entity
Personal selling would be a cost-effective form of promotion for which of the following products:
Newspaper
Garden rake
Laptop computer
Soft drink
Cookie’s Palace, a new boutique for children, wanted to attract more customers. To do so, the manager planned a puppet show, put up a new window display, and bought balloons to give to children. This is an example of
publicity.
sales promotion.
advertising.
personal selling.
What do sponsors want to accomplish by putting their company logos on NASCAR automobiles?
Contracts
Entertainment
New leads
Brand recognition
Why do small, local businesses typically sponsor local or regional teams and events rather than national or international events?
It is more difficult to exploit the sponsorship.
Sponsorship at a national level is too costly.
They want to reach the people who buy their products.
National teams and events are interested only in international business sponsors.
Which of the following would be a reason a business uses personal selling rather than advertising:
Immediate feedback
Less cost per contact
Less flexible
No face-to-face contact
