Module 3

Question 1

What are the steps to the communication process?(6)
What is it surrounded by?

Answer 1

Sender->encoding->medium->decoding->receiver->feedback,
Surrounded by noise

Question 2

What are the 4 stages of promotion (AIDA)?

Answer 2

Awareness, interest, Desire, action

Question 3

5 step approach to developing an advertising campaign?

Answer 3

Developing clear objectives for the campaign,
The amount of money available,
Messaging and creative content,
The media strategy,
Evaluation and measurement of the campaign.

Question 4

What is the direct objective of advertising?

Answer 4

Elicit a behavioural response from the target audience.

Question 5

What are indirect objectives of advertising?

Answer 5

Increasing awareness, enhancing image, improving attitudes, and educating consumers.

Question 6

What are the 3 factors of determining effectiveness of sport celebrities message sources?

Answer 6

Credibility,
Expertise,
Attractiveness.

Question 7

What are different types of sales promotion? (4)

Answer 7

Premiums (giveaways),
Contests,
Sampling,
Point of purchase (retail promotion)

Question 8

What are the 3 types of linkages between sponsors and sponsee?

Answer 8

Self-evident (subculture),
Strategic (similar target market),
Product use in competition.

Question 9

What are the 3 major stakeholders in sponsorships?

Answer 9

The sponsor,
Sponsee,
Agencies who may work for either sponsor and sponsee.

Question 10

What is the difference between sponsorship and advertising?

Answer 10

Sponsors are viewed as part of the program,
Communication process is done in collaboration with sponsee,
Sponsorship believed to benefit wider audience.

Question 11

What are the 3 types of corporate objectives in sponsorship?

Answer 11

Broad corporate objectives (image based),
Marketing objectives (sales increases),
Media objectives (reaching target markets)

Question 12

What are the different ways communicate marketing to a target? (3)

Answer 12

Diffusion(advertising),
Personalization (direct marketing),
Social bonding (Events, PR)

Question 13

What are the 3 fundamental aspects to sponsorship management?

Answer 13

Effective activation,
Attentive servicing by the property,
Evaluation of the sponsorship.

Question 14

What are the 4 steps to sports sponsorship success?

Answer 14

Pre-sponsorship practices,
Negotiation,
Sponsorship life,
Sponsorship termination.

Question 15

What is the purpose of brand protection?

Answer 15

Protect intellectual property,
Protect sponsor rights,
Protect revenue base,
Contain commercialism.

Question 16

What is ambush marketing?

Answer 16

Form of associative marketing designed to capitalize on awareness, attention and goodwill generated by the targeted event or organization.