Deck 11: Leveraging Sports Brands Through Sponsorship-Linked Marketing

Question 1

If a particular channel has a high reach,then it will also have a high targeted reach.

Answer 1

False

Question 2

A sponsorship is a relationship that must be nurtured because sponsors expect a return for their investment.

Answer 2

True

Question 3

Companies can connect with fans' affinity for sports by linking their brands to a sports property through sponsorship.

Answer 3

True

Question 4

Associating a brand with a particular sport is often achieved by connecting with a(n)

A)team
B)league
C)venue
D)event

Question 5

Sports account for approximately ________ percent of all dollars spent on sponsorships.

A)30
B)42
C)50
D)68

Question 6

In addition to sports sponsorships,another area of sponsorships that is expected to grow is

A)causes
B)arts
C)fairs,festivals,and annual events
D)entertainment,tours,and attractions

Question 7

The most visible form of venue sponsorship is naming rights sponsorship.

Question 8

In terms of league sponsorships,the narrower the sponsor categories,the less sponsorships a league can have.

Question 9

Since the 1990s,annual growth rates for sponsorship have been greater than those of media advertising and sales promotions.

Question 10

Narrow category exclusivity limits a sponsor to rights for multiple segments or niches within a product category.

Question 11

Sponsors often aspire to either creating new brand associations or changing current brand perceptions so that image transfer from the sponsored sports property to the sponsor's brand occurs.

Question 12

Because of geographic exclusivity,the cost of a team sponsorship is just slightly lower than a league sponsorship.

Question 13

Return on objective (ROO)measures how well a sponsorship performed against the objectives set prior to execution.

Question 14

A common reason sponsorships fail is that sponsors allocate less for rights fees than for activation fees.

Question 15

Image transfer is beneficial but not necessary for effective sponsorships because natural,logical associations always exist between a company and a sports property.

Question 16

One of the strongest attractions of sponsorship is it provides an alternative to traditional media,which has a high level of message clutter.

Question 17

A relatively new and unique form of team sponsorship is the collaboration of the sponsor and the team in the development of a business.

Question 18

Typically,fees to sponsor an off-field event are less than sponsoring either a single-day event or a multi-day event.

Question 19

Sports properties with audience demographics that include a high percentage of above-average income and white-collar professionals are often considered possible properties for sponsorship by B2B companies.

Question 20

Cause sponsorships in sports take two forms: 1)sports properties supporting a cause and 2)sports properties that are the beneficiary of a corporate partner's cause sponsorship.

Question 21

With a cause sponsorship,the typical arrangement is for the sponsor to

A)donate a lump sum of money each year
B)engage the players with the nonprofit
C)donate a percentage of sales to a charity
D)solicit donations from fans

Question 22

The Chick-fil-A Bowl,which is a sponsorship of a college football bowl game,is an example of sponsorship's characteristic of

A)influence of secondary brand association
B)inseparable medium and message
C)branded space
D)engagement of fans with the brand sponsor

Question 23

Types of sponsored events include the following except

A)team events
B)single-day events
C)off-field events
D)multi-day events

Question 24

Measures of reach include the following except

A)ratings for television
B)attendance at sporting events
C)circulation of magazines
D)visits to a website

Question 25

Advantages of team sponsorships over league sponsorships include the following except

A)lower cost
B)local geographical scope
C)higher level of involvement
D)greater exposure to a national market

Question 26

The main disadvantage of sponsoring an individual is

A)the cost of exclusivity
B)ramifications of negative behavior
C)the individual having multiple sponsors
D)competition from other types of sponsorships,such as the team or league

Question 27

The linking of a brand with information already stored in a person's memory is

A)brand preference
B)brand identity
C)secondary brand associations
D)image transfer

Question 28

The growth in sponsorship expenditures over the last 20 years can be attributed to the following strengths inherent in sponsorship except

A)targeted audience reach
B)connection with the affinity of sports fans
C)avoidance of media clutter
D)engagement of social media

Question 29

The characteristics that set sponsorship apart as a distinctive brand communications tactic are

A)inseparable medium and message and influence of secondary brand associations
B)inseparable medium and message and influence of primary brand associations
C)emotional engagement of sports and branded space within sports venues
D)engagement of fans with sports and inseparable medium and message

Question 30

Targeted reach is the number of persons or the percentage of a population that is exposed to a brand message that

A)has purchased the brand
B)is aware of the brand
C)is also a part of the brand's target market
D)has positive feelings toward the brand

Question 31

Juan has been asked to sponsor autograph sessions with the members of the championship college football team being held in various locations around town over a 2-day period.This is an example of which type of sponsorship event?

A)team events
B)single-day events
C)off-field events
D)multi-day events

Question 32

What is the least likely option for venue sponsorships?

A)facility naming rights
B)branded restaurants
C)parking lots
D)branded restrooms

Question 33

Sponsorship of causes is approximately

A)50% of all sponsorships
B)32% of all sponsorships
C)15% of all sponsorships,but declining
D)9% of all sponsorships,but growing

Question 34

Women's Professional Soccer (WPS)has 5 corporate sponsors and one media partner.This is an example of which type of sponsorship?

A)team
B)event
C)league
D)venue

Question 35

Angela is going to invest in being one of the title sponsors at the 3-day Little League regional tournament being held in her town this year.This is an example of which type of sponsorship event?

A)team events
B)single-day events
C)off-field events
D)multi-day events

Question 36

Naming rights for sports venues are typically for

A)2 to 5 years
B)6 to 10 years
C)10 years or more
D)20 years or more

Question 37

In which of the following sports is it least likely to have sponsorships at the individual level?

A)hockey
B)golf
C)auto racing
D)tennis

Question 38

The total number of persons or percentage of a population that is exposed to a message within a specified time period is

A)reach
B)frequency
C)targeted reach
D)total reach

Question 39

Derek has chosen to invest in a sponsorship of NASCAR for the Las Vegas Motor Speedway for the designated March date.This is an example of which type of sponsorship event?

A)team events
B)single-day events
C)off-field events
D)multi-day events

Question 40

In watching NASCAR,Juan transfers the thoughts of excitement and danger of racing to the corporate sponsors,like Coca-Cola,Burger King,and Interstate Batteries.This is an example of

A)brand preference
B)brand identity
C)secondary brand associations
D)image transfer

Question 41

The third step in sponsorship management is to

A)set objectives
B)establish a budget
C)develop an activation plan
D)select the sports property

Question 42

Sponsorship should provide sponsors with the following values except

A)targeted reach
B)image transfer
C)exclusivity
D)low cost

Question 43

Tactics commonly used by ambush marketers include the following except

A)purchasing commercial time/space during the event in which it is not a sponsor
B)paying a lower rights fee to be an official sponsor
C)having a physical presence at or near the event
D)sponsoring individuals that are involved with the event

Question 44

Sponsorship should provide sponsors with the following values except

A)marketing opportunities
B)image transfer
C)protection of investment
D)customer engagement

Question 45

Marketing opportunities for sponsors from sponsorship include the following except

A)branding campaigns
B)interactive marketing
C)on-site marketing
D)cross-marketing

Question 46

The first step in sponsorship management is to

A)set objectives
B)establish a budget
C)define the target audience
D)select the sports property

Question 47

Broad category exclusivity adds value for a

A)brand by receiving exclusive rights within its product category
B)brand by reducing the costs of the sponsorship over a narrow category exclusivity
C)sponsor by granting exclusive rights within a single product category
D)sponsor by granting exclusive rights across multiple related categories

Question 48

When a sponsor is the only company within its product category associated with a sponsored property,it is

A)team exclusivity
B)branded target reach
C)category exclusivity
D)brand exclusivity

Question 49

Cameron is in the process of selecting a sponsorship for the clothing retailer where he works.He has identified the target audience of his retail operation.The next step is to

A)establish a budget
B)set objectives
C)define the target audience
D)select the sports property

Question 50

A local fitness center is one of the sponsors of the hockey team.Olivia has designed a TV ad that promotes both the hockey team and the fitness center by showing some of the hockey players using the center.This is an example of

A)branding campaigns
B)interactive marketing
C)on-site marketing
D)cross-marketing

Question 51

Which term refers to a strategy to communicate or promote an association with a sports property by a sponsor to its target market?

A)branding campaign
B)interactive marketing
C)on-site marketing
D)cross-marketing

Question 52

The second step in sponsorship management is to

A)establish a budget
B)set objectives
C)define the target audience
D)select the sports property

Question 53

Broad category exclusivity adds value for a

A)sports property because it can command higher rights fees
B)sports property because it can receive higher activation fees
C)sponsor by granting exclusive rights within a single product category
D)sponsor because the total fees are lower than a single product category exclusive contract

Question 54

In terms of marketing opportunities,branding campaigns are an appropriate strategy when the objective of a sponsorship is to

A)build brand associations and brand preference
B)create brand awareness or build a desired image for the sponsoring brand
C)persuade the sponsor's target market to purchase the brand
D)engage the target audience of the sports property with the sponsoring brand

Question 55

As part of the sponsorship with the local hockey team,Bryan negotiated pouring rights that allow his company to furnish all of the non-alcoholic beverages.This is an example of

A)branding campaigns
B)interactive marketing
C)on-site marketing
D)cross-marketing

Question 56

The best way for a sponsor to ensure the benefit of targeted reach is by

A)matching the brand's target market with the sports property's audience
B)having a branded space in the sports venue
C)utilizing social media to engage the sports audience with the brand's target market
D)integrating the sponsorship with mass media advertising and interactive advertising

Question 57

________ occurs in sponsorship when the meaning consumers hold for a sports property is assigned to a brand that is linked to the property.

A)Targeted reach
B)Image transfer
C)Brand association
D)Exclusivity

Question 58

Allowing a sponsor's partners to enhance the sponsor's association with a sports property through themed-promotions that can benefit consumers is called

A)on-site marketing
B)cross-marketing
C)co-branded marketing
D)pass-through rights

Question 59

A planned marketing effort by a company or brand that is not an official sponsor of a team or event to create the impression that it is associated with the property in some way is ________ marketing.

A)ambush
B)pass-through
C)targeted
D)cross

Question 60

Jamie is developing a campaign that will associate her brand of cowboy boots as a sponsor of the Professional Bull Riders (PBR).This is an example of a(n)

A)branding campaign
B)interactive marketing campaign
C)on-site marketing method
D)cross-marketing approach

Question 61

The primary criteria used in selecting a sponsorship include the following except

A)fit with brand objectives
B)partner relationship
C)duration of sponsorship
D)competitor sponsorships

Question 62

In cross-marketing of a sponsorship,active involvement occurs when marketing tactics

A)are limited to media advertising and off-field events
B)involve on-site signage and marketing efforts
C)are a planned joint effort for both the sports property and sponsoring brand
D)are limited to just using the sports property's name,logo,or brand mark

Question 63

In addition to measuring the number of impressions a sponsorship creates,sponsors that set ________ objectives usually are also interested in the amount of time the brand is mentioned or shown in the media and the value of those mentions if it were paid advertising.

A)media exposure
B)future sales
C)brand image
D)product trial

Question 64

Creating brand awareness for a sponsor can be achieved in the following ways except

A)repetition of name and logo
B)title sponsorship
C)signage at sports venue
D)personal selling

Question 65

In cross-marketing of a sponsorship,passive involvement occurs when marketing tactics

A)are limited to media advertising and off-field events
B)involve on-site signage and marketing efforts
C)are a planned joint effort for both the sports property and sponsoring brand
D)are limited to just using the sports property's name,logo,or brand mark

Question 66

The fifth step in sponsorship management is to

A)measure effectiveness
B)establish a budget
C)develop an activation plan
D)select the sports property

Question 67

Sponsorship objectives include the following except

A)generating media exposure
B)increasing sales
C)combating competitor pressures
D)stimulating product trial

Question 68

For B2B marketers,one of the greatest attractions of sponsorship is the

A)potential to engage clients and prospects through client hospitality at the sports venue
B)obtain signage at the sports venue
C)potential to reach the sports property's audience through uniform logos
D)ability to create awareness through title mentions

Question 69

Which term refers to the costs a company pays,either in dollars or in-kind,to be recognized as an official sponsor of a sports property?

A)rights fees
B)activation costs
C)leverage ratio
D)partner fees

Question 70

The sixth step in sponsorship management is to

A)measure effectiveness
B)establish a budget
C)develop an activation plan
D)select the sports property

Question 71

When the objective of sponsorship is to ________,then the sponsoring brand wants to achieve a certain number of impressions through the channels used to deliver the sponsor's messages,such as signage at the venue and television broadcasts of events.

A)generate media exposure
B)increase sales
C)influence brand image
D)stimulate product trial

Question 72

Of the criteria used in selecting a sponsorship,which of the following is typically of low importance?

A)type of exposure
B)relationship with partner
C)duration of sponsorship
D)fit with brand objectives

Question 73

The sponsorship objective of ________ is different from other objectives because it is measured by output in terms of impressions and their dollar value and not the impact it may have on customer relationships.

A)generating media exposure
B)increasing sales
C)influencing brand image
D)stimulating product trial

Question 74

A sponsorship proposal will contain the following information except

A)an overview of the sports property
B)information on the sports property's audience
C)the cost of different levels of sponsorship
D)the benefits of partnering via sponsorship

Question 75

In order for the sponsor objective of increasing sales to be successful,fans must

A)already be familiar with the brand
B)have tried the brand
C)already have an affinity for the brand
D)have seen the brand advertised in mass media

Question 76

The media term impressions refers to the total number of

A)brand mentions during sports broadcast
B)exposures of an audience to a brand message
C)exposures of a brand's targeted audience to a brand message
D)locations within a sports property where a sponsoring brand's name is visible

Question 77

The process for a business and sports property coming together to form a partnership via sponsorship normally occurs in the following ways except

A)sports properties solicit companies they have identified as potential sponsors
B)league representatives identify potential sponsoring brands for a sports property
C)sports marketing agencies act as liaisons between sponsors and sports properties
D)companies approach sports properties to inquire about sponsorship opportunities

Question 78

Direct product trial through sponsorship occurs when a sponsor

A)offers a price discount for samples purchased before or after a sporting event
B)distributes samples at a sporting event
C)distributes coupons for free samples that must be obtained at the sponsor's place of business
D)hosts product demonstrations at off-field events

Question 79

Sponsorship objectives include the following except

A)creating brand awareness
B)identifying prospects
C)influencing brand image
D)strengthening client relationships

Question 80

The fourth step in sponsorship management is to

A)measure effectiveness
B)establish a budget
C)develop an activation plan
D)select the sports property