Deck 9: Promotion Concepts

Question 1

According to the text,a one-sided message only states the positive features of the sports product,whereas a two-sided message includes both the benefits and weaknesses of the product.

Answer 1

True

Question 2

Promotion planning begins with _____.

A) a situation analysis
B) target market considerations
C) communication process analysis
D) budget development
E) financial acquirement

Answer 2

B

Question 3

An advertiser's influence on consumers is typically explained through use of the _____ model.

A) basic communication
B) advertising alert
C) hierarchy of effects
D) message percentage
E) none of the above

Answer 3

C

Question 4

The broad sports promotional objectives are to inform,persuade,and remind the consumer,but the ultimate promotional objective is to induce the consumer to action.

Question 5

In which of the following budgeting approaches can the previous year's sales most strongly influence the current year's advertising budget?

A) all-you-can-afford
B) percentage of sales
C) competitive parity
D) zero-base budgeting
E) none of the above

Question 6

According to the text,in sports marketing the sender or source is usually a star athlete.

Question 7

Which of the following forms of promotion is typically intended to produce immediate sales?

A) publicity
B) advertising
C) sales promotion
D) direct marketing
E) both a and b

Question 8

The emphasis is on convincing channel members to move the product through the channel to the ultimate consumer in a(n)_____ strategy.

A) pull
B) implicit
C) push
D) explicit
E) both b and d

Question 9

Major League Baseball seeks to ensure that its advertising message is consistent with the message of its personal selling and sales promotional efforts.This emphasis upon consistency is most consistent with the concept of _____.

A) integrated marketing communications
B) target advertising
C) direct market communications
D) sales promotion targeting
E) mega-marketing communications

Question 10

The target audience for a push strategy is not channel intermediaries but the ultimate consumer.

Question 11

Distractions or distortions during the communications process that prevents the message from being effectively communicated are called _____.

A) noise
B) interruptions
C) "glitches"
D) static
E) none of the above

Question 12

Which of the following promotional budgeting approaches is the most difficult to implement?

A) objective and task
B) competitive parity
C) percentage of sales
D) all-you-can-afford
E) percentage of forecasted sales

Question 13

The element in the sports communication process that develops the exact content of words and symbols to be transmitted to the receiver is the message.

Question 14

According to the text,decisions on which _____ to choose depend largely on the overall promotional objective.

A) decoding
B) encoding
C) medium
D) personal selling
E) advertising

Question 15

The promotion mix is composed of all the following EXCEPT _____.

A) advertising
B) sales promotion
C) propaganda
D) public or community relations
E) sponsorship

Question 16

Credibility is the source's (athletes,teams,leagues)perceived expertise and trustworthiness.

Question 17

The intended target of any basic marketing communication is called the _____.

A) sender
B) channel
C) medium
D) receiver
E) encoder

Question 18

The process of establishing shared meanings,exchanging ideas,or passing information between a source and a sender is at the heart of _____.

A) advertising
B) communication
C) personal selling
D) direct marketing
E) publicity

Question 19

Encoding,performed by the receiver,is the interpretation of the message sent by the source through the channel.

Question 20

According to the text,communication is the process of establishing a commonness of thought between the sender and the encoder.

Question 21

List and describe the promotion mix elements.

Question 22

List and discuss the elements of the communication process.

Question 23

List and describe the two basic strategies of the target market consideration step in promotional planning.

Question 24

List in order the seven steps of the hierarchy of effects process.