Question 1

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

Accepted Answer

A) True 
 B)False  False

Question 2

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

Accepted Answer

1.Global event-at the apex of the pyrami...

Question 3

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

Accepted Answer

A) True 
 B)False

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

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.

Accepted Answer

1.Gatekeepers: control the flow of infor...

Question 6

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

Accepted Answer

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 7

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

Accepted Answer

A) True 
 B)False

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

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

Accepted Answer

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

Question 10

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

Accepted Answer

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

Question 11

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

Accepted Answer

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

Question 12

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

Accepted Answer

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

Question 13

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

Accepted Answer

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

Question 14

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

Accepted Answer

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

Question 15

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

Accepted Answer

Ambush marketing is the planned effort o...

Question 16

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

Accepted Answer

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

Question 17

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

Accepted Answer

A) True 
 B)False

Question 18

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

Accepted Answer

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

Question 19

List and describe the five elements of indirect sponsorship objectives.

Accepted Answer

1.Awareness: most basic objective of the sponsor is to generate recognition of its products and services,product lines,or corporate name.
2.Competition: a primary objective of the sponsor is to meet or stamp out its competitor. Many corporations are not interested in sponsorship,but cannot afford to let their competitor get any more of an edge on sponsorship recognition.
3.Reaching Target Markets: allows corporations to reach certain people who are attracted to sports.These sports events represent a natural forum for psychographic segmentation of consumers.
4.Building Relationships: building long-term relationships with corporate and sports entities has become a prime objective in sponsorship,especially in professional and big time collegiate athletic community.This is done on an expensive level with prices exceeding the hundreds of thousands of dollars.
5.Image Building: perhaps the most important reason for sponsorship of a sports entity.This is a two-way process for both the sponsor organization and the sports entity-the organization associates itself and/or its brands with the positive image generated by the unique personality of the sporting event.

Question 20

Ambush marketing tactics _____.

Accepted Answer

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

Exam 11: Sponsorship Programs

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

Correct Answer
verified
False

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

Correct Answer
verified
1.Global event-at the apex of the pyrami...
View Answer

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

Correct Answer
verified

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

Correct Answer
verified

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.

Correct Answer
verified
1.Gatekeepers: control the flow of infor...
View Answer

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

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified
Ambush marketing is the planned effort o...
View Answer

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

Correct Answer
verified
B

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

Correct Answer
verified

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

Correct Answer
verified

List and describe the five elements of indirect sponsorship objectives.

Ambush marketing tactics _____.

Correct Answer
verified

Exam 11: Sponsorship Programs

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

Correct AnswerverifiedFalse

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

Correct Answerverified1.Global event-at the apex of the pyrami...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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.

Correct Answerverified1.Gatekeepers: control the flow of infor...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedAmbush marketing is the planned effort o...View AnswerShow Answer

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

Correct AnswerverifiedB

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

List and describe the five elements of indirect sponsorship objectives.

Ambush marketing tactics _____.

Correct AnswerverifiedShow Answer

Correct Answer
verified
False

Correct Answer
verified
1.Global event-at the apex of the pyrami...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
1.Gatekeepers: control the flow of infor...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Ambush marketing is the planned effort o...
View Answer

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

Correct Answer
verified
B

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified