Deck 10: Promotion Mix Elements

Question 1

The _____ should answer the appeal that the advertiser is trying to target.

A) advertising execution
B) message exposure
C) emotional appeal
D) entertainment value
E) none of the above

Answer 1

A

Question 2

Advertising is one tool of the sports marketer,but it has its limitations,especially in the area of visibility.

Answer 2

False

Question 3

_____ show(s)a "common" athlete or consumer in a common,everyday situation where the consumer might be using the advertised sports or nonsports product.

A) Slice-of-life advertisements
B) Comparative advertising
C) Scientific advertisements
D) Nonspecific advertisements
E) Subjective advertising

Answer 3

A

Question 4

Which of the following types of advertising is primarily aimed at stimulating action or purchase?

A) corporate advocacy advertising
B) direct-objectives advertising
C) cooperative advertising
D) corporate image advertising
E) public service advertising

Question 5

Source credibility refers to _____.

A) power
B) expertise and trustworthiness
C) attractiveness
D) exposure rate
E) the repetition factor

Question 6

"What is said" and "how it is said" are outcomes of _____.

A) determining advertising budgets
B) competitive interference efforts
C) implicit communications
D) designing creative process
E) message exposure

Question 7

Pleasure or fun appeals are designed for those target audiences that participate in sports or watch sports for fun,social interaction,or enjoyment.

Question 8

Advertisers use advertising appeals to _____.

A) increase consumer attention
B) recount why the consumer wants to purchase the product
C) highlight the source's credibility
D) reinforce their media selection decisions
E) highlight their creative abilities

Question 9

The Tampa Bay Lightning is preparing an advertising campaign in which it will contrast its products with those of named competitors on a point-by-point basis.The team is employing _____.

A) misleading advertising
B) unethical business practices
C) comparative advertising
D) a push strategy
E) none of the above

Question 10

The following are all media scheduling alternatives EXCEPT _____ schedule.

A) continuous
B) flighting
C) pulsing
D) sporadic
E) All of the above are media scheduling alternatives.

Question 11

When the NBA uses advertising such as "I Love This Game," they are trying to enhance their image.This is an example of indirect objectives in promotional advertising.

Question 12

A one-sided message conveys both the positive and negative benefits of a sports product or service.

Question 13

Reach refers to the number of people exposed to an advertisement in a given medium.

Question 14

According to the text,the sports marketer should remember that advertising budgeting should ideally stem from the objectives the advertising is attempting to achieve.

Question 15

Today's sports marketer should be aware of emotional appeals in advertising.This type of advertising is not an effective way of conveying the benefits for health or pleasure.

Question 16

The number of times a person or household is exposed to a communication vehicle is called _____.

A) reach
B) frequency
C) exposed rate
D) the repetition factor
E) the novelty factor

Question 17

Which of the following is NOT considered a role that influences the buying process?

A) economic buying role
B) user buying role
C) professional buying role
D) technical buying role
E) coach's role

Question 18

All of the following are common sales promotion tools EXCEPT _____.

A) rebates
B) coupons
C) buy one get one free
D) contests
E) publicity releases

Question 19

The sponsored product is directly pitted against rivals on specific points under _____ advertising.

A) subjective
B) cooperative
C) comparative
D) direct
E) both a and b

Question 20

_____ addresses two basic questions about the channel (medium)of communication.

A) Comparative advertising
B) Slice-of-life advertising
C) Scientific advertising
D) Media strategy
E) Promotional strategy

Question 21

Sampling is the element of the promotional mix that identifies,establishes,and maintains mutually beneficial relationships between the sports organizations and the various publics on which its success or failure depends.

Question 22

Baseball cards,NASCAR model car replicas,water bottles,hats,refrigerator magnets,and posters are items that can be given away with the sports product or at events and are known as premiums.

Question 23

List and describe the five types of advertising appeals for sports marketing.

Question 24

When the sports marketer is considering an advertisement schedule,seasonal scheduling is the most prevalent because most sports,like running or jogging,are seasonal.

Question 25

List and describe the two categories of advertising objectives.

Question 26

According to the text,there are four guidelines for using sports celebrities as endorsers.List two of these guidelines.

Question 27

From the text,list the four benefits of personal selling (Table 10.7).

Question 28

Define the creative process,and list the three desired outcomes.