Question 1

What are the promotional aims of the AIDA model?

Accepted Answer

The promotional aims of the AIDA model are to attract the consumer's attention, create an interest in and a desire to purchase the product or service, followed by the actual purchase (action).

Question 2

Using a sports organisation as an example, describe and give examples of each stage of the process for selecting and planning a promotions mix.

Accepted Answer

The process includes a situational analysis (firm direction, product strengths and weaknesses, social/legal/economic/technological climate, competition); objective development (target market, communication and/or sales); program development (media/creative strategy, sales promotion, budget) and implementation. Provide examples for each stage.

Question 3

What is the aim when implementing effective Customer Relationship Management (CRM)? Give an example of why CRM might be important for a particular sport organisation.

Accepted Answer

The aim of CRM is to create stronger connections between consumers and sport organisations. Examples of its importance are: enhancing understanding of consumer motives and behaviours; greater levels of information and data being collected and stored for future decision-making; and its ability to generate more efficient and targeted approaches to consumers.

Question 4

What are some key similarities and differences in the way 50-over Cricket was promoted as World Series Cricket (in the 1970s) and in its current form as Twenty20 cricket?

Accepted Answer

The answer of What are some key similarities and differences...

Question 5

Define what is meant by the term endorsement relevant to high profile sportspeople. Provide an example of an athlete you perceive to be a good fit as an endorser for a brand.

Accepted Answer

The answer of Define what is meant by the term...

Question 6

AIDA is an example of which type of response model?&#10;A) Alternative response&#10;B) Integrated information response&#10;C) Linear response&#10;D) Traditional response hierarchy&#10;E) Aggregate response hierarchy

Accepted Answer

AIDA stands for Attention, Interest, Desire, and Action, which is a traditional response hierarchy model.

Question 7

What is an example of direct sport consumption?&#10;A) Listening to sport on the radio&#10;B) Watching sport on television&#10;C) Reading about sport in the newspapers&#10;D) Attending sport events or matches&#10;E) Discussing sport with friends and colleagues

Accepted Answer

Attending sport events or matches is a direct sport consumption as it involves physically being present at the event and directly experiencing it. The other options involve consuming sport indirectly, either through media or social interaction.

Question 8

Which of the following is NOT an example of direct marketing?&#10;A) Email marketing&#10;B) Sales promotions&#10;C) Telemarketing&#10;D) Direct mail&#10;E) Text or short message services

Accepted Answer

Sales promotions are a type of promotion that offers incentives or special offers to encourage customers to buy a product or service, but it does not involve direct communication with individual customers. Direct marketing, on the other hand, involves targeting individual customers through various channels such as email, direct mail, telemarketing, or text message services.

Question 9

Which of the following is a price-based example of a sales promotion?&#10;A) Group or packaged offers&#10;B) Posters or sport memorabilia&#10;C) Free product trials&#10;D) Both A and C

Accepted Answer

Group or packaged offers and free product trials are price-based sales promotions as they offer discounts or the opportunity to try a product for free. Posters or sport memorabilia are not price-based sales promotions.

Question 10

____________ is defined as one-to-one communication of a personalised message to a consumer, with the purpose of eliciting a response or sale.&#10;A) Sponsorship&#10;B) Advertising&#10;C) Public Relations&#10;D) Direct Marketing

Accepted Answer

Direct marketing is the type of marketing where a personalised message is sent to a consumer with the aim of getting a response or a sale. This form of marketing is designed to target a specific set of customers with tailored messages that appeal to them individually, such as email campaigns or direct mailings. Other options, such as sponsorship and advertising, are often used to build brand awareness, but they do not necessarily create personalised messages. Public relations, on the other hand, is geared towards managing a company's reputation and establishing relationships with various stakeholders, and it is not directly focused on eliciting a response or sale from consumers.

Deck 8: Sport Promotion