Question 1

What is the key difference between sponsorship and advertising?

Accepted Answer

Advertisers can choose the message that is communicated, while sponsors have less control over this.

Question 2

What are some of the disadvantages of sport sponsorship? Provide examples to support your answer.

Accepted Answer

Some disadvantages of sport sponsorship are: ambush marketing; lack of control over media coverage; media can be reluctant to recognise sponsors' names when reporting/broadcasting; achievement of team/organisation is uncontrollable (i.e. a bad team could reflect poorly on sponsor by association). Provide relevant examples.

Question 3

Using an example to illustrate your response, explain what is meant by sponsorship support activities.

Accepted Answer

Sponsorship support activities are those that run additional to sponsorship of an event or organisation. They complement the sponsor's goals and enhance the value of the sponsorship. Provide a relevant example.

Question 4

Describe some of the measures that a sponsor/sponsee could take to combat ambush marketing.

Accepted Answer

The answer of Describe some of the measures that a...

Question 5

Sponsorship is part of the promotion mix.

Accepted Answer

Sponsorship is a way of promoting a product or service and is therefore part of the promotion mix, along with advertising, personal selling, sales promotion, and public relations.

Question 6

Which of the following is most important in sending powerful and high impact messages to the receiver (consumer)?&#10;A) Exposure&#10;B) Credibility&#10;C) Popularity&#10;D) Sporting success&#10;E) Recognisability

Accepted Answer

Credibility is important in sending powerful and high impact messages to the receiver. If the sender is seen as credible and trustworthy, the receiver is more likely to believe and act upon the message being sent. The other options (exposure, popularity, sporting success, recognisability) may have some impact on the receiver, but they do not necessarily result in a powerful and high impact message.

Question 7

Which of the following is both a sponsor and sponsee goal?&#10;A) Obtaining funds&#10;B) Business development&#10;C) Community relationship marketing&#10;D) Raising credibility&#10;E) Image creation or improvement

Accepted Answer

Image creation or improvement is a goal for both sponsors and sponsees. Sponsors aim to enhance their brand image by associating with events or organizations that reflect positively on them. Sponsees seek to improve their image by partnering with reputable sponsors.

Question 8

Sports organisations are not viewed in the same way as corporate entities, and thus are not bound by the same standards of corporate social responsibility.

Accepted Answer

Sports organisations, like all businesses, have a responsibility to act ethically and responsibly. While they may have different goals and objectives than traditional corporations, they are still accountable to their stakeholders and must consider the social and environmental impact of their actions.

Question 9

Which of the following options represents the most effective measure of sponsorship effectiveness?&#10;A) The SPONSEFFECT model&#10;B) The AIDA model&#10;C) Consumer brand perceptions&#10;D) Purchase behaviour&#10;E) Total advertising and exposure time during a broadcast

Accepted Answer

Purchase behaviour is the most effective measure of sponsorship effectiveness because it directly reflects the impact of the sponsorship on the target audience's buying decision. It can provide a clear indication of the success of the sponsorship in terms of driving sales and revenue for the sponsor. Other measures such as brand perceptions, advertising exposure time, and models like SPONSEFFECT and AIDA may provide some insight into the effectiveness of the sponsorship, but they do not directly measure its impact on purchase behaviour.

Deck 10: Sport Sponsorship