Question 1

An example of a government agency most likely to sponsor an event would be:&#10;A) Tourism Western Australia&#10;B) Australian Bureau of Statistics&#10;C) Australian Tax Office&#10;D) Exhibition and Event Association Australasia

Accepted Answer

Tourism Western Australia is most likely to sponsor an event as part of its efforts to promote tourism in the region. Sponsoring events can attract visitors and generate publicity, aligning with the agency's goals of boosting tourism.

Question 2

If a sponsor is looking for exposure of their brand, which do you think would be preferable?&#10;A) 500+ social media shares for the event by their prime demographic&#10;B) An editorial story in the local newspaper&#10;C) Brand support by a celebrity&#10;D) 200 Twitter comments about the event

Accepted Answer

Social media shares by the prime demographic can lead to a wider reach and more targeted exposure, as it directly engages the audience most likely to be interested in the brand.

Question 3

If an organisation has a corporate image linked to CSR, then the organisation will be most interested in:&#10;A) ROI&#10;B) Event social impact&#10;C) Event environmental impact&#10;D) Profitability of the event

Accepted Answer

Event social impact is the most important factor for an organisation with a corporate image linked to CSR.

Question 4

Ambush marketing is best described as:&#10;A) Using damaging tactics to disrupt marketing messages&#10;B) Social media complaints and bad reputation&#10;C) Practice by which a rival company attempts to associate its products with an event that already has official sponsors&#10;D) A mix-up in the distribution channel

Accepted Answer

Ambush marketing is a strategy where a company tries to associate its products or brand with a major event without paying sponsorship fees, effectively capitalizing on the event's popularity without being an official sponsor.

Question 5

If you were seeking large-scale donations, you would be investigating the area of:&#10;A) Philanthropy&#10;B) Value in kind support&#10;C) Publicity&#10;D) VIP A-lists

Accepted Answer

Philanthropy involves the desire to promote the welfare of others, often expressed especially by the generous donation of money to good causes, which aligns with seeking large-scale donations.

Question 6

Which of the following statements is correct?&#10;A) Every event involves sponsorship&#10;B) Sponsorship is generally given only to fundraising events&#10;C) Sponsors always look for a return on investment or objectives (ROI or ROO)&#10;D) Donations are a form of sponsorship

Accepted Answer

Sponsors typically seek a return on investment (ROI) or return on objectives (ROO) when they decide to sponsor an event. This means they are looking for benefits such as brand exposure, engagement opportunities, or direct financial returns that align with their strategic goals.

Question 7

The idea of 'fit' with the sponsor brand is also known as:&#10;A) Branding&#10;B) CSR&#10;C) Matching&#10;D) Congruence

Accepted Answer

The idea of 'fit' with the sponsor brand is referred to as congruence, which means the degree to which the sponsor and the sponsee share common values, goals, or characteristics, making the partnership appear logical and well-matched to the public.

Question 8

Brand recognition statistics are an example of:&#10;A) Media investment&#10;B) A measurable sponsorship objective&#10;C) Media monitoring&#10;D) Customer loyalty

Accepted Answer

Brand recognition statistics are often used as a metric to gauge the success of sponsorship objectives, indicating how well a brand has been able to imprint its image and values in the minds of its target audience through various sponsorship activities.

Question 9

In the history of economic development, a phase has emerged that links the areas of marketing and event management. This is known as:&#10;A) The service economy&#10;B) The experience economy&#10;C) The manufacturing economy&#10;D) The agricultural economy

Accepted Answer

The experience economy is a concept where businesses create memorable events for their customers, and the memory itself becomes the product. This phase emphasizes the importance of offering unique experiences to consumers as a way to differentiate and add value beyond traditional goods and services.

Question 10

When maintaining service agreements with sponsors, one should pay attention to which of the following factors as a priority?&#10;A) Accurate documentation regarding the sponsorship agreement&#10;B) Communication/feedback regarding progress towards sponsor aims and objectives&#10;C) Analysis of ticket sales and social media responses to event promotion&#10;D) Opportunities for corporate hospitality

Accepted Answer

Accurate documentation regarding the sponsorship agreement is crucial as it ensures that all terms and conditions are clearly outlined and agreed upon, reducing the risk of misunderstandings or disputes.

Deck 20: Obtain and Manage Sponsorship