Deck 11: Sponsorship Programs

Question 1

The athletic platform can be divided on the basis of _____.

A) athlete
B) team
C) league
D) event
E) all of the above

Answer 1

E

Question 2

The Sports Event Pyramid is best described as a way to _____.

A) categorize the scope of the sponsorship
B) look at the sponsor's objectives
C) evaluate the sponsorship return on investment
D) build public image for the sponsorship
E) none of the above

Answer 2

A

Question 3

According to the text,the final stage of the sports sponsorship process involves _____ and _____.

A) implementation; segmentation
B) implementation; evaluation
C) evaluation; segmentation
D) implementation; processing
E) processing; marketing

Answer 3

B

Question 4

The athletic platform most commonly associated with sports marketing is _____.

A) team
B) athlete
C) event
D) league
E) level of competition

Question 5

When budgeting for sponsorship,a general rule of thumb is to be prepared to spend _____.

A) 1-2 times the amount of the sponsorship on promoting the sponsorship
B) 2-3 times the amount of the sponsorship on promoting the sponsorship
C) 3-4 times the amount of the sponsorship on promoting the sponsorship
D) 6 times the amount of the sponsorship on promoting the sponsorship
E) No extra promotional dollars are required.

Question 6

According to the text,a primary objective of sport sponsorship is to stamp out or meet any competitive threats.

Question 7

Sponsorship objectives that have a short-term impact on sales are called _____.

A) indirect
B) direct
C) implied
D) stimulant
E) both a and b

Question 8

The World Cup is considered a(n)_____ event.

A) international
B) global
C) world
D) regional
E) both a and c

Question 9

The state high school baseball championship would be best described as a _____ event.

A) regional
B) local
C) national
D) community
E) worldwide

Question 10

Relationship marketing is one of the most important issues for sports marketers in today's competitive marketing environment.

Question 11

Ambush marketing tactics _____.

A) are very ineffective for the ambusher
B) anger consumers
C) are used widely because there are no preventive measures protecting the sponsors
D) prevent consumers from correctly identifying official sponsors
E) all of the above

Question 12

According to the text,the eventual objective for nearly all organizations involved in sponsorship programs is to increase sales.

Question 13

Ambush marketing is an example of _____ in the communications process.

A) encoding
B) decoding
C) sponsorship
D) noise
E) both a and b

Question 14

Ambush marketing is a planned effort by an organization to associate itself directly with an event to gain at least some of the recognition and benefits that are associated with being an official sponsor.

Question 15

A model of how corporations select and choose sponsorship opportunities is called _____.

A) sponsorship seeking model
B) sponsorship acquisition model
C) sponsorship contact model
D) sponsorship relationship model
E) none of the above

Question 16

In 2007,sponsorship spending worldwide was projected to reach ______.

A) Almost $5 billion
B) Almost $10 billion
C) Almost $15 billion
D) Almost $25 billion
E) Over $50 billion

Question 17

According to the text,the sponsorship program plays no part of the sport promotional strategy.

Question 18

One of the basic objectives of any sport sponsor is to generate _____.

A) competition
B) awareness
C) image building
D) relationships with its product
E) none of the above

Question 19

Not unlike advertising objectives,sponsorship can be categorized as direct,indirect,or neutral.

Question 20

Investing in a sports entity to support overall organizational objectives,marketing goals,and/or promotional strategies is called _____.

A) sales promotion
B) advertising
C) sponsorship
D) personal selling
E) image building

Question 21

List and describe the sponsorship objectives.

Question 22

In the Sport Sponsorship Acquisition Model,the influencers are individuals who can impact the decision-making process.

Question 23

List and describe the five elements of indirect sponsorship objectives.

Question 24

According to the text,international events are at the apex of the Sports Event Pyramid.

Question 25

The purchase decision is at the center of the Sport Sponsorship Acquisition Model.

Question 26

At the center of the Sport Sponsorship Acquisition Model is a group of individuals that play a unique role (buying center composition)in the actual acquiring of the sponsorship.List and describe the roles of this group.

Question 27

Define the concept of ambush marketing,and give a specific example within the sports marketing industry.

Question 28

According to the text,the athletic platform most commonly associated with sports marketers is the event.

Question 29

List and describe the five levels of the Sports Event Pyramid (from top to bottom).