Question 1

The process for a business and sports property coming together to form a partnership via sponsorship normally occurs in the following ways except

Accepted Answer

A)  sports properties solicit companies they have identified as potential sponsors
B)  league representatives identify potential sponsoring brands for a sports property
C)  sports marketing agencies act as liaisons between sponsors and sports properties
D)  companies approach sports properties to inquire about sponsorship opportunities

Question 2

In terms of league sponsorships,the narrower the sponsor categories,the less sponsorships a league can have.

Accepted Answer

A) True 
 B)False

Question 3

Identify the various types of sponsorships.

Accepted Answer

leagues,teams,events...

Question 4

Which term refers to the amount of money a sponsor spends on communicating its sponsorship?

Accepted Answer

A)  rights fees
B)  activation costs
C)  leverage ratio
D)  partner fees

Question 5

Common methods of measuring brand image include the following except

Accepted Answer

A)  attribute agreement
B)  blind recall
C)  semantic differential ratings
D)  free association

Question 6

The linking of a brand with information already stored in a person's memory is

Accepted Answer

A)  brand preference
B)  brand identity
C)  secondary brand associations
D)  image transfer

Question 7

The primary criteria used in selecting a sponsorship include the following except

Accepted Answer

A)  fit with brand objectives
B)  partner relationship
C)  duration of sponsorship
D)  competitor sponsorships

Question 8

Derek has chosen to invest in a sponsorship of NASCAR for the Las Vegas Motor Speedway for the designated March date.This is an example of which type of sponsorship event?

Accepted Answer

A)  team events
B)  single-day events
C)  off-field events
D)  multi-day events

Question 9

Sponsorship objectives include the following except

Accepted Answer

A)  creating brand awareness
B)  identifying prospects
C)  influencing brand image
D)  strengthening client relationships

Question 10

When a sponsor is the only company within its product category associated with a sponsored property,it is

Accepted Answer

A)  team exclusivity
B)  branded target reach
C)  category exclusivity
D)  brand exclusivity

Question 11

The best way for a sponsor to ensure the benefit of targeted reach is by

Accepted Answer

A)  matching the brand's target market with the sports property's audience
B)  having a branded space in the sports venue
C)  utilizing social media to engage the sports audience with the brand's target market
D)  integrating the sponsorship with mass media advertising and interactive advertising

Question 12

All of the following are reasons that sponsorships end except

Accepted Answer

A)  unclear expectations of the relationship
B)  sports properties not fulfilling sponsorship obligations
C)  inadequate budgets to activate sponsorships
D)  changes in the strategic focus of sponsoring brands

Question 13

Of the criteria used in selecting a sponsorship,which of the following is typically of low importance?

Accepted Answer

A)  type of exposure
B)  relationship with partner
C)  duration of sponsorship
D)  fit with brand objectives

Question 14

A common reason sponsorships fail is that sponsors allocate less for rights fees than for activation fees.

Accepted Answer

A) True 
 B)False

Question 15

Sports account for approximately ________ percent of all dollars spent on sponsorships.

Accepted Answer

A)  30
B)  42
C)  50
D)  68

Question 16

One of the strongest triggers for a brand ending a sponsorship is dissatisfaction with the results.In most cases,however,dissatisfaction is not the real problem.Instead,it is

Accepted Answer

A)  unclear expectations of the relationship
B)  sports properties not fulfilling sponsorship obligations
C)  inadequate budgets to activate sponsorships
D)  changes in the strategic focus of sponsoring brands

Question 17

Narrow category exclusivity limits a sponsor to rights for multiple segments or niches within a product category.

Accepted Answer

A) True 
 B)False

Question 18

The sixth step in sponsorship management is to

Accepted Answer

A)  measure effectiveness
B)  establish a budget
C)  develop an activation plan
D)  select the sports property

Question 19

Direct product trial through sponsorship occurs when a sponsor

Accepted Answer

A)  offers a price discount for samples purchased before or after a sporting event
B)  distributes samples at a sporting event
C)  distributes coupons for free samples that must be obtained at the sponsor's place of business
D)  hosts product demonstrations at off-field events

Question 20

What two characteristics of sponsorship set it apart as a distinct brand communications tactic?

Accepted Answer

1.inseparable medium...

Exam 11: Leveraging Sports Brands Through Sponsorship-Linked Marketing

Derek has chosen to invest in a sponsorship of NASCAR for the Las Vegas Motor Speedway for the designated March date.This is an example of which type of sponsorship event?

Correct AnswerverifiedShow Answer

Which term refers to the amount of money a sponsor spends on communicating its sponsorship?

Correct AnswerverifiedShow Answer

Narrow category exclusivity limits a sponsor to rights for multiple segments or niches within a product category.

Correct AnswerverifiedShow Answer

Common methods of measuring brand image include the following except

Correct AnswerverifiedShow Answer

The process for a business and sports property coming together to form a partnership via sponsorship normally occurs in the following ways except

Correct AnswerverifiedShow Answer

The primary criteria used in selecting a sponsorship include the following except

Correct AnswerverifiedShow Answer

The linking of a brand with information already stored in a person's memory is

Correct AnswerverifiedShow Answer

What two characteristics of sponsorship set it apart as a distinct brand communications tactic?

Correct Answerverified1.inseparable medium...View AnswerShow Answer

Sports account for approximately ________ percent of all dollars spent on sponsorships.

Correct AnswerverifiedShow Answer

The best way for a sponsor to ensure the benefit of targeted reach is by

Correct AnswerverifiedShow Answer

Direct product trial through sponsorship occurs when a sponsor

Correct AnswerverifiedShow Answer

When a sponsor is the only company within its product category associated with a sponsored property,it is

Correct AnswerverifiedShow Answer

In terms of league sponsorships,the narrower the sponsor categories,the less sponsorships a league can have.

Correct AnswerverifiedShow Answer

All of the following are reasons that sponsorships end except

Correct AnswerverifiedShow Answer

Identify the various types of sponsorships.

Correct Answerverifiedleagues,teams,events...View AnswerShow Answer

Of the criteria used in selecting a sponsorship,which of the following is typically of low importance?

Correct AnswerverifiedShow Answer

A common reason sponsorships fail is that sponsors allocate less for rights fees than for activation fees.

Correct AnswerverifiedShow Answer

Sponsorship objectives include the following except

Correct AnswerverifiedShow Answer

One of the strongest triggers for a brand ending a sponsorship is dissatisfaction with the results.In most cases,however,dissatisfaction is not the real problem.Instead,it is

Correct AnswerverifiedShow Answer

The sixth step in sponsorship management is to

Correct AnswerverifiedShow Answer

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1.inseparable medium...
View Answer

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leagues,teams,events...
View Answer

Correct Answer
verified

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