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.

Accepted Answer

The text explicitly states that a one-sided message only presents the positive features of the product, while a two-sided message presents both the benefits and weaknesses.

Question 2

Promotion planning begins with _____.

Accepted Answer

B

Question 3

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

Accepted Answer

The hierarchy of effects model explains how an advertiser's influence on consumers progresses through a series of stages, from awareness to interest to desire to action.

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.

Accepted Answer

The statement accurately describes the promotional objectives of sports marketing, emphasizing that while informing, persuading, and reminding the consumer are important, the ultimate goal is to motivate them to take 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?

Accepted Answer

The percentage of sales approach uses a set percentage of the previous year's sales to determine the advertising budget for the current year. Therefore, the previous year's sales have a strong influence on the current year's advertising budget in this approach.

Question 6

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

Accepted Answer

In sports marketing, the sender or source can be a variety of entities such as teams, brands, events, or even fans, but star athletes are often used as endorsers or ambassadors for products or services.

Question 7

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

Accepted Answer

Sales promotion is typically intended to produce immediate sales. Publicity and advertising are forms of promotion that are used to increase brand awareness and generate interest in the product or service, but may not necessarily result in immediate sales. Direct marketing can be used for both immediate sales and to build long-term customer relationships.

Question 8

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

Accepted Answer

A push strategy focuses on pushing the product through the distribution channel to reach the end consumer, usually through promotions, personal selling, and other marketing efforts directed at intermediaries. The goal is to make the product available and visible to consumers through intermediaries and increase demand for the product at the final retail level. Therefore, the emphasis of a push strategy is on convincing channel members to move the product, whereas a pull strategy focuses on creating consumer demand to pull the product through the distribution channel.

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 _____.

Accepted Answer

Integrated marketing communications (IMC) is the concept of coordinating all promotional activities such as advertising, personal selling, sales promotion, public relations, and direct marketing to provide a consistent message to customers. By emphasizing consistency between advertising, personal selling, and sales promotion efforts, Major League Baseball is demonstrating an IMC approach.

Question 10

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

Accepted Answer

A push strategy is aimed at channel intermediaries, such as distributors and retailers, to encourage them to stock and promote a product to the end consumers, rather than targeting consumers directly.

Question 11

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

Accepted Answer

"Noise" refers to any interference or obstacle that hinders communication and prevents the message from being accurately conveyed. This can include physical noise (such as loud background sounds), semantic noise (misunderstandings due to language or cultural differences), and psychological noise (distractions or biases that affect the sender or receiver). Options B, C, D are all forms of noise and therefore not distinct choices.

Question 12

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

Accepted Answer

The objective and task method is the most difficult to implement because it requires a company to define specific objectives, determine the tasks necessary to achieve these objectives, and then estimate the costs of performing these tasks, which can be complex and time-consuming.

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.

Accepted Answer

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

Question 14

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

Accepted Answer

The text states that decisions on which "medium" to choose depend largely on the overall promotional objective. Therefore, the correct answer is C. The other options, such as decoding, encoding, personal selling, and advertising, are not mentioned in relation to the decision-making process for choosing a medium.

Question 15

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

Accepted Answer

Propaganda is not a part of the promotion mix. The promotion mix includes advertising, sales promotion, public or community relations, and sponsorship.

Question 16

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

Accepted Answer

Credibility refers to the perceived expertise and trustworthiness of the source, such as athletes, teams, or leagues. Therefore, the statement is true.

Question 17

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

Accepted Answer

The intended target of any basic marketing communication is called the receiver. The other options are components of the communication process, but not the specific target audience.

Question 18

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

Accepted Answer

Communication is the process of exchanging information, ideas, or messages between a sender and a receiver. It involves the creation and transmission of meaning, which is essential for understanding, cooperation, and coordination between people or organizations. Advertising, personal selling, direct marketing, and publicity are all subcategories or forms of communication, but communication itself is a broader concept that encompasses all these activities. Therefore, B) communication is the best choice as it covers the essence of the process of establishing shared meanings and exchanging ideas.

Question 19

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

Accepted Answer

Encoding is performed by the source to convert the message into a suitable form for transmission through the channel. The receiver performs decoding or interpretation of the message.

Question 20

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

Accepted Answer

The statement is incorrect as it describes the process of establishing commonness between the sender and the encoder, while it should be between the sender and the receiver. The correct statement is "communication is the process of establishing a commonness of thought between the sender and the receiver."

Quiz 9: Promotion Concepts