Quiz 4

Question 1

Promotion is any activity designed to:

Answer 1

Increase Awareness
Attract Interest
Arouse Desire
Initiate action

Question 2

Advertising should

Answer 2

Create awareness
Communicate information
Develop or change brand image
Develope strong, unique and favorable associations

Question 3

How to measure advertising effectiveness?

Answer 3

Sales
Ratings
Awareness
Impressions
Click Throughs

Question 4

Why use an athlete endorsement?

Answer 4

Knowledge and power within certain groups

Question 5

Source attractiveness model

Answer 5

Source of the information must be familiar likable and/or similar to the consumer to be effective

Question 6

Source Credibility Model

Answer 6

Relates to consumers beliefs that a communicator is competent, and he is willing to provide the necessary information to adequately evaluate competing products

Question 7

Source Credibility Model Example

Answer 7

Tiger Woods endorsing Nike Golf

Question 8

3 Promotional Types

Answer 8

Sales
Awareness
Tune-In

Question 9

Typical sales Promotions

Answer 9

Discount offers
Multi-game packs
Premium giveaways
Meet and Greets
Theme nights

Question 10

Message of Sales promotion

Answer 10

Promote value and urgency

Question 11

Awareness Promotions

Answer 11

Inform and familiarize

Question 12

Typical Awareness Building Promotions

Answer 12

Advertisements in local media
Sweepstakes
Street teams
Product sampling
Database marketing

Question 13

Tune-In Promotions

Answer 13

Appointment viewing

Question 14

Place (Distribution)

Answer 14

Activities associated with transferring goods from producers to buyers to the end user

Question 15

Place (Distribution) Strategies

Answer 15

Effective Distribution
	Providing what the want
	Where they want it
	When they want it
	How they want it

Question 16

Exchange Theory

Answer 16

Seeking cash and/or fee paid to the property in return for access to exploitable commercial potential associated with the sport property

Question 16

Advertising in not sponsorship

Answer 16

It can be part of a sponsorship strategy

Question 17

Cost Avoidence

Answer 17

Sponsor covers costs

Question 18

Activation- Leveraging the sponsorship

Answer 18

Additional investment above and beyond the rights fee by the sponsor

Question 19

What corporations want from a sponsorship?

Answer 19

Intellectual Property
Exclusivity 
ROI
ROO
Brand Exposure
Develop a Brand Personality
Impact Sales

Question 20

Purposes of Brand exposure

Answer 20

Important for new and emerging companies
Reach a specific target market
Impact Brand equity

Question 21

Image Congruency

Answer 21

The sport property’s image should be compatible with the desired image of the brand

Question 22

Barriers to sponsorship success

Answer 22

Clutter
Noise
Ambush Marketing
Lack of activiation

Question 24

Before properties sell sponsorship

Answer 24

They must have a good control on the inventory they can offer (Naming rights, Stadium, electronic media, concessions)
Determine what levels to offer
What value they can provide
Understand what they want from sponsor

Question 25

What properties want from Sponsors

Answer 25

Revenue
Cost Avoidance
Activation- Leveraging the sponsorship

Question 26

Title Sponsor example

Answer 26

Discover Orange Bowl

Question 27

Presenting Sponsor Example

Answer 27

The Orange Bowl presented by Discover

Question 28

8 Step Sponsorship Sales Process

Answer 28

Packaging
Pricing
Potential Investors/Targets
Contacting Targets
Proposal
Deal Acceptance/Rejection
Contract
After the Sale