Deck 20: Obtain and Manage Sponsorship

Question 1

An example of a government agency most likely to sponsor an event would be:

A) Tourism Western Australia
B) Australian Bureau of Statistics
C) Australian Tax Office
D) Exhibition and Event Association Australasia

Answer 1

A

Question 2

If a sponsor is looking for exposure of their brand, which do you think would be preferable?

A) 500+ social media shares for the event by their prime demographic
B) An editorial story in the local newspaper
C) Brand support by a celebrity
D) 200 Twitter comments about the event

Answer 2

A

Question 3

If an organisation has a corporate image linked to CSR, then the organisation will be most interested in:

A) ROI
B) Event social impact
C) Event environmental impact
D) Profitability of the event

Answer 3

B

Question 4

Ambush marketing is best described as:

A) Using damaging tactics to disrupt marketing messages
B) Social media complaints and bad reputation
C) Practice by which a rival company attempts to associate its products with an event that already has official sponsors
D) A mix-up in the distribution channel

Question 5

If you were seeking large-scale donations, you would be investigating the area of:

A) Philanthropy
B) Value in kind support
C) Publicity
D) VIP A-lists

Question 6

Which of the following statements is correct?

A) Every event involves sponsorship
B) Sponsorship is generally given only to fundraising events
C) Sponsors always look for a return on investment or objectives (ROI or ROO)
D) Donations are a form of sponsorship

Question 7

The idea of 'fit' with the sponsor brand is also known as:

A) Branding
B) CSR
C) Matching
D) Congruence

Question 8

Brand recognition statistics are an example of:

A) Media investment
B) A measurable sponsorship objective
C) Media monitoring
D) Customer loyalty

Question 9

In the history of economic development, a phase has emerged that links the areas of marketing and event management. This is known as:

A) The service economy
B) The experience economy
C) The manufacturing economy
D) The agricultural economy

Question 10

When maintaining service agreements with sponsors, one should pay attention to which of the following factors as a priority?

A) Accurate documentation regarding the sponsorship agreement
B) Communication/feedback regarding progress towards sponsor aims and objectives
C) Analysis of ticket sales and social media responses to event promotion
D) Opportunities for corporate hospitality