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Worksheets4.3-4.4 Test SPM
Total questions: 75
Worksheet time: 2hrs 30mins
Which individual is typically used as a celebrity endorser in marketing campaigns?
A publicist writing advertising copy
A college student posing for a print ad
A well-known person promoting a product
A business owner appearing in a commercial
How do companies like Nike or Pepsi commonly leverage celebrity influence?
Have them endorse a product.
Invite them to a corporate meeting.
Feature them in a commercial.
Ask them to design a product.
What is one reason companies sponsor college and high school sports teams to wear their branded apparel?
To attract the attention of other students
To convey positive messages
To provide endorsements
To act as brand ambassadors
Which of the following scenarios best illustrates a celebrity's influence by merely being present at an event:
Featuring in a TV commercial
Endorsing a product on social media
Showing up at a charity gala
Participating in a promotional video
A celebrity who is paid to use a product and discuss its effectiveness during a lengthy TV commercial is giving a(n)
interview.
personal observation.
testimonial.
sales presentation.
Which of the following is a true statement about using celebrity sports figures to endorse products:
Only retailers use celebrity endorsers.
Celebrities only endorse tangible products.
Service businesses do not use sport figures.
All types of businesses use well-known athletes.
A celebrity appearing in a commercial for a soft drink while wearing a certain brand of clothing and holding a certain brand of tennis racquet is an example of:
public relations
cross-promotion
team-building
personal selling
Why do large fundraisers and major sporting events often invite celebrities to participate?
To make donations
To provide entertainment
To sell concessions
To increase attendance
Athletes are often considered to be particularly effective promoting products related to their
sport
background
education
lifestyle
One of the advantages of having celebrities endorse products is that they
do it for charity
draw public interest
are experts in the field
are constantly in the spotlight
Why are people more likely to buy products that celebrities endorse?
Celebrities endorse only the best products.
People want to be associated with celebrities.
Celebrities endorse products that everyone needs.
People want to contribute to a celebrity's income.
One of the problems of using celebrity endorsers who are very well known is that they often __________ the product.
add to the cost of
lower the quality of
reinforce
overshadow
Why must businesses that use celebrity endorsers follow the rules and guidelines established by the Federal Trade Commission?
Celebrities may limit competition.
Endorsements are a form of advertising.
Federal Trade Commission regulates television.
Businesses need permission to use celebrities.
What must a celebrity endorsement always reflect?
Findings of the business
Experiences of most customers
Beliefs of other advertisers
Honest opinion of the endorser
What does the Federal Trade Commission prohibit businesses from doing with celebrity endorsements?
Rewording statements
Using exact quotations
Including photographs
Reprinting advertisements
If an endorsement features a celebrity wearing a watch, then the celebrity must be.
paid to appear
a qualified expert
an actual user
told what to say
Proper exploitation of sport/event sponsorships encourages
ambush marketing.
people to buy products.
competition.
sponsorship clutter.
Which of the following is an accurate statement about sponsorship opportunities:
Opportunities exist everywhere and in all sizes.
Only large businesses can afford sponsorship fees.
Sponsorships with major league teams/events are the most profitable.
Opportunities are only available in major cities.
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.
What do sponsors want to accomplish by putting their company logos on NASCAR automobiles?
Contracts
Entertainment
New leads
Brand recognition
The relationship between a sponsor and a sport/event entity is often described as a
merger
partnership
buyout
takeover
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
Information about sponsorship, cost, marketing opportunities, and audience demographics are examples of information
provided to ambush marketers.
included in a sponsorship proposal.
included in event programs.
provided to the city hosting the event.
Olivia is organizing a charity run and is considering a formal contract as the preferred form of written agreement with a corporate sponsor because it
can be negotiated.
spells out the terms of the agreement.
is legally binding.
requires signatures of all parties.
When a business uses sponsorship to expand its market base, its primary goal is to
increase sales.
encourage competition.
gain new customers.
keep existing customers.
An athlete, a team, or a league are examples of
sport entities.
television documentaries.
sponsorships.
private enterprises.
Priya is tasked with selecting a sport/event entity to represent her company's brand. What factor should receive the most attention in her decision-making process?
The CEO's favorite sport/event
Exploitation possibilities
Least impact on the promotional budget
The interests of the business's target market
During the annual city marathon, which of the following is an example of ambush marketing:
Paying a fee to be a sponsor
Donating goods in exchange for sponsorship privileges
Donating services in exchange for sponsorship privileges
Non-sponsoring business broadcasting commercials during the marathon
When too many sponsors are involved with an event, fans may tune out all advertising as a result of all the
sponsorship clutter.
mass-media advertising.
ambush marketing.
guilt by association.
Guilt by association, a striking team, and a team having a losing season are examples of sponsorship
goals.
exclusivity.
risks.
clutter.
What is a primary objective for companies when they participate in event sponsorship?
To limit their audience.
To lower the cost of their products.
To increase brand recognition.
To eliminate competitors.
Which of the following is a potential disadvantage of sponsorship for a company?
Increased brand loyalty.
Enhanced customer engagement.
Improved market positioning.
Association with a failing event.
How can a company measure the success of its sponsorship efforts?
By the amount of sponsorship fees paid.
Through increased sales and brand awareness.
Through the number of events sponsored.
By the number of competitors.
Which is an example of a celebrity endorser?
Mr. Folk showing up on Morning Announcements
Stephen showing off his new Balenciaga slides
Nash (an App State Student) posing for an ad in the freshman paper
Elon Musk promoting Park Road Soda Shoppe's new flavor
Lebron James was hired to use a hair-growth product to fix his hairline. He was paid to use the product and discuss its effectiveness during a lengthy infomercial. LBJ is giving a:
testimonial
fact
speech
haircut
Why would a business pay college/high school sports teams to wear a certain manufacturer's clothing?
to influence other students to wear the products
to make positive statements
to give testimonials
to serve as a spokesperson
Zack Attack Enterprises pays Kevin Durant to post an IG picture wearing the company's new t-shirt design and appear in a commercial for their new hoodies. KD has been hired as a:
celebrity endorser
actor
manufacturer
salesperson
What is a common goal for businesses when engaging in sponsorship deals?
To decrease product prices.
To limit market competition.
To enhance brand visibility.
To reduce production costs.
Which of the following is a risk associated with celebrity endorsements?
Increased product sales.
Negative publicity from the celebrity.
Higher brand recognition.
Improved customer loyalty.
Why might a company choose to sponsor a local sports team?
To reach a national audience.
To support local community engagement.
To avoid competition.
To reduce advertising costs.
What is one reason companies use celebrity endorsers in their marketing campaigns?
To attract attention to their products.
To avoid advertising regulations.
To reduce manufacturing expenses.
To limit product availability.
Which of the following best describes a sponsorship proposal?
A report on product defects.
A list of event attendees.
A document outlining sponsorship benefits and costs.
A summary of competitor activities.
What is a possible risk for a company when choosing a celebrity endorser?
The celebrity may overshadow the brand.
Lower advertising reach.
Increased product quality.
Guaranteed sales growth.
This term is used to describe all potential customers who have the desire and ability to purchase a business’s products
market
sales zone
consumer
industry
Sports Marketing is a new concept
True
False
A growing division of the marketing field that focuses on the business of sports and the use of sports as a marketing tool.
Selling
Industrial Marketing
Sports Marketing
Advertising
This term is used to describe all potential customers who have the desire and ability to purchase a business’s products
market
sales zone
consumer
industry
This is the process of developing, promoting, and distributing products or services to satisfy customers’ needs and wants
Selling
Marketing
Advertising
Globalization
Involves determining the best way to get products or services to customers
Distribution
Pricing
Marketing-information Management
Product/Service Management
Uses advertising and other forms of communication to distribute information about products or services
Promotion
Financing
Selling
Marketing
This is the process of establishing and communicating to customers the value of goods and services
Distribution
Pricing
Marketing-information management
Product/Service Management
This is any direct and personal communication with customers to assess and satisfy their needs and wants
Promotion
Financing
Selling
Marketing
This is a specific group of consumers an organization selects as the focus of its marketing plan
Customer mark
industrial target
target market
financial goals
The NFL generates more than $13 billion in sales each year. This money comes from ticket sales only.
True
False
Which of the following statements best describes the target market for a Taylor Swift concert?
Pre-teen and teenage Caucasian females
Mid-to-late 20’s Caucasian males and females.
50-60 year old Hispanic males & females
30-45 year old Asian American females
The marketing mix, also known as the elements of marketing, consists of
production, selling, distribution, & merchandising
product, selling, distribution, & advertising
producing, transporting, displaying, & selling
product, price, place, & promotion
A product can be a good or ______________.
need
want
service
product
Sports and entertainment largely satisfies the __________ of customers.
wants
needs
wishes
thoughts
The ___________ is the amount that customers pay for products.
Disposable Amount
Value
Price
Discretionary Amount
This element of the marketing mix involves the locations and methods used to make products available to customers
Promotion
Place/Distribution
Price
Production
This element of the marketing mix describes the ways to make customers aware of products and encourage them to buy
Promotion
Price
Production
Place/Distribution
The iTunes Store allows consumers to purchase music and download it directly to their device. This is an example of which element of the marketing mix?
Promotion
Place/Distribution
Price
Product
Personal training and sports instruction are good examples of _________ a service in the area of sports.
Promoting
selling
Price
Product
Patrick makes $1,000 a week. He just paid his bills and has about $300 left still. This money can be referred to as his
Disposable Income
Income Reserves
Marketing Money
Desired Income
Madison Square Garden in New York City is one of the most famous arenas in the world that many people want to go to. Which part of the marketing mix is this an example of?
The product
People
Public relations
Place
Take a look at this picture. It identifies the 4P's of marketing. What do we call these 4P's?
The Marketing Matrix
The Marketing Mix
The Sports Marketing 4Ps
All of these answers are correct
The distribution is...
Involves the locations and methods used to make products available to customers
What a company offers to meet needs
Some kind of show that people are willing to spend their money and free time watching
The creation and maintenance of satisfactory exchange relationships
Discretionary income is...
The amount customers pay for products
Influencing how people choose to spend their time and money on entertainment
The amount of money people have available to spend after paying for life's necessities and other fixed expenses
The number of viewers a program attracts
What is the primary focus of market planning in marketing?
Developing marketing objectives and strategies to compete.
Creating advertisements for products.
Setting prices for new products.
Designing product packaging.
Personal training and sports instruction are good examples of _________ a service in the area of sports.
Promoting
selling
Price
Product
The iTunes Store allows consumers to purchase music and download it directly to their device. This is an example of which element of the marketing mix?
Promotion
Place/Distribution
Price
Product
