Deck 10: Telling the Brand Storycommunications Channels

Question 1

During the closing of a sales call,Scott reminds the prospect that there are a limited number of ticket packages available.The prospective client will need to make a decision soon or risk losing out on the deal.This is an example of an "incentive close."

Answer 1

False

Question 2

To run a national advertising campaign on cable TV,it is necessary to make multiple purchases of media time with a number of different companies throughout the United States.

Answer 2

False

Question 3

Media advertising is ideal for customer engagement and delivering information that will add to the recipients' brand knowledge.

Answer 3

False

Question 4

Corey purchased the subscription list of Golf magazine to use for a direct mail campaign.This is an example of an external list.

Question 5

The primary limitations of personal selling are costs and inefficiency.

Question 6

Two types of sales promotion tactics are sampling and premiums.

Question 7

Public relations is an effective communication tool for shaping a favorable brand image.

Question 8

In personal selling the prospecting step involves two tasks: 1)generating leads and 2)gathering background information on the leads for sales calls.

Question 9

Traditional media advertising is one of the best IMC tools for creating brand exposure and also very good for brand engagement.

Question 10

Consumers buy the benefits and experiences that products and services produce.

Question 11

For direct mail,an in-house list is generated from a firm's marketing database and therefore contains only names of individuals who have made purchases.

Question 12

Cable TV channels tend to draw audiences with similar demographic profiles and interests while network TV tends to have a diverse audience.

Question 13

A primary goal of brand communications is to strengthen relationships with target audiences.

Question 14

A trend in sponsorship has been for sponsors to become more integrated into the physical environment of a venue so that patrons are exposed to a sponsor's products.

Question 15

Due to its short exposure time,outdoor advertising is ideal for engaging consumers with a message.

Question 16

Personal selling and customer relations are tools that can be used to build exposure to a sports brand.

Question 17

Two approaches to using sales promotions are 1)offering incentives that reduce consumers' risk to take action and 2)offering incentives that add value to a product or service.

Question 18

Value-added promotions are advantageous primarily because of their potential to motivate consumers to engage with the brand and take action.

Question 19

Sales promotions are excellent for achieving IMC objectives designed to engage consumers.

Question 20

Personal selling and customer relations are excellent engagement tools because they offer two-way communication.

Question 21

Telemarketing is less expensive than using outside salespeople.

Question 22

The approach of sending email offers only to individuals who grant permission is called

A)digital advertising
B)interactive advertising
C)engagement marketing
D)permission marketing

Question 23

The main disadvantage of using email marketing is message clutter,specifically spam.

Question 24

Types of marketing tools that can be used to engage audiences with sports brands include the following except

A)interactive advertising
B)podcasts
C)sponsorships
D)media advertising

Question 25

In terms of the hierarchy-of-effects model,exposure would be associated with

A)brand knowledge and brand preference
B)brand attitude and brand preference
C)brand awareness and brand association
D)trial,purchase,and brand loyalty

Question 26

The two primary consumer-controlled channels are social networks and online communities.

Question 27

In terms of the hierarchy sports model,engagement should develop

A)affinity
B)knowledge
C)action
D)thinking

Question 28

A low-level outcome that can be achieved through mass communication channels and mass distribution is

A)engagement
B)exposure
C)awareness
D)brand associations

Question 29

A form of online advertising that can be used to achieve audience engagement through clicking on the ad is

A)digital marketing
B)interactive advertising
C)social media advertising
D)permission marketing

Question 30

________ creates a link between a consumer's experience with a sport and his or her self-concept.

A)Engagement
B)Exposure
C)Awareness
D)Brand associations

Question 31

Types of marketing tools that can be used to engage audiences with sports brands include the following except

A)permission email
B)blogs
C)social media
D)direct response marketing

Question 32

Types of marketing tools that can be used to gain exposure for sports brands include the following except

A)websites
B)podcasts
C)sponsorships
D)customer relations

Question 33

A study found that 85% of sports business executives surveyed believed that sponsor development of ________ in new venues will be a benefit of top-tier sponsorships in coming years.

A)customer engagement areas
B)high-definition stadium signage
C)venue naming rights
D)required mentions during game broadcasts

Question 34

________ is concerned with quality of brand communications in terms of the target audience processing brand stimuli.

A)Engagement
B)Exposure
C)Awareness
D)Brand associations

Question 35

Search engine advertising is advantageous because the ads are reaching consumers who are already in a buying decision mode.

Question 36

Marketing tools that can be used for both exposure and engagement include the following except

A)sponsorships
B)podcasts
C)websites
D)customer relations

Question 37

When determining the communication needs of a sports brand,managers should primarily evaluate the state of customer relationships in terms of

A)exposure to the brand and the extent of customer engagement
B)brand awareness and customer purchase history
C)brand attitude and brand preference
D)brand associations and industry competitors

Question 38

Types of marketing tools that can be used to gain exposure for sports brands include the following except

A)media advertising
B)direct response marketing
C)sponsorships
D)personal selling

Question 39

In terms of the hierarchy sports model,exposure would be associated with the ________ stage.

A)affinity
B)knowledge
C)action
D)thinking

Question 40

Two primary channels for placing interactive advertisements are social media sites and search engines.

Question 41

The best medium for creating awareness with extremely short messages is

A)television
B)radio
C)newspapers
D)outdoor

Question 42

Which of the following characteristics is least likely associated with most newspaper readers?

A)college educated
B)professionals
C)long-term renters
D)middle-aged

Question 43

Marketer-controlled communication channels include the following except

A)media advertising
B)social media
C)sales promotions
D)direct response marketing

Question 44

Caitlin wants to reach youth and adults ages 15 to 30 using radio.The best format is

A)classic rock
B)country
C)oldies
D)contemporary hits

Question 45

Selection of the appropriate media channels depends on the following criteria except

A)position of the brand relative to the competition
B)message strategy used to create the message
C)communication channels used by the target audience
D)IMC objectives being pursued (communication or behavioral)

Question 46

Ken ran a series of ads on the Golf Channel in the Austin,Texas area.This is an example of using

A)major networks
B)national satellite channels
C)network affiliate stations
D)local cable channels

Question 47

Perhaps the greatest change in how marketers engage customers and fans is the emergence of

A)social media
B)digital advertising
C)interactive marketing
D)text messaging

Question 48

Mass media channels that are useful for reaching sports consumers are the following except

A)television
B)radio
C)B2B magazines
D)outdoor

Question 49

Relative advantages of radio include the following except

A)low costs
B)narrow geographic area
C)ability to target demographic groups
D)each station has a relatively large audience in its geographic area

Question 50

The most efficient means for reaching consumers is

A)media advertising
B)social media
C)sales promotions
D)direct response marketing

Question 51

The most recent count found ________ blogs now on the web.

A)1)5 million
B)14 million
C)45 million
D)145 million

Question 52

Greg wants to reach both men and women 25 and up using radio.The best format is

A)classic rock
B)country
C)oldies
D)contemporary hits

Question 53

Which term refers to Web pages that contain information,commentary,photos,videos,and links to other information sources on the Web?

A)podcast
B)video stream
C)blog
D)spam

Question 54

Social media is distinguished from mass media in the following ways except

A)community of people
B)customized content instead of mass content
C)participants instead of recipients
D)collaborative content and dialogue

Question 55

If Katie wanted to run a television ad in the Cincinnati geographic area,the best options would be provided through

A)major networks
B)national cable channels
C)local network affiliate stations and local cable
D)ESPN and other sports-related stations

Question 56

A mass medium ideal for reaching large yet highly targeted audiences is

A)magazines
B)radio
C)newspapers
D)outdoor

Question 57

In using radio,one of the limitations is that most radio stations reach less than ________ percent of the individuals in their audience area.

A)3
B)8
C)12
D)15

Question 58

For B2B marketers serving the sports industry,advertising in ________ can be an effective channel for reaching decision makers.

A)consumer magazines
B)radio
C)newspapers
D)trade magazines

Question 59

If Cassie wanted to reach young men ages 30 and up,the best radio format to do so would be

A)classic rock
B)modern rock
C)oldies
D)urban contemporary

Question 60

An effective channel for reaching local audiences within a single city and its surrounding area is

A)magazines
B)radio
C)newspapers
D)outdoor

Question 61

During the ________ step of the personal selling process,the salesperson gathers background information on the prospect.

A)pre-call planning
B)prospecting
C)closing
D)sales presentation

Question 62

Dustin is concerned that using coupons to sell tickets to the games can negatively impact season ticket holders since they paid more for their tickets than the price of the discounted tickets with the coupon.To remedy this situation,Dustin can do the following except

A)use coupons only for games with a high number of unsold tickets
B)offer season ticket holders a benefit,such as a beverage voucher
C)offer season ticket holders a privilege,such as free parking
D)offer season ticket holders a refund on the price difference on the couponed tickets

Question 63

The advantages of public relations include the following except that it

A)is seen as credible
B)enables control over message placement
C)can be used to enhance a brand's image
D)has lower costs than advertising

Question 64

During the ________ step of the personal selling process,the salesperson identifies potential buyers and their interest and ability to buy.

A)pre-call planning
B)prospecting
C)closing
D)sales presentation

Question 65

Offering a price discount or other cost reduction as an incentive for consumer to take action is

A)a coupon
B)a premium
C)interactive marketing
D)sampling

Question 66

A sales promotion tactic that allows a consumer to try a product or service with no cost or obligation is

A)a coupon
B)a premium
C)interactive marketing
D)sampling

Question 67

Which term refers to the use of an incentive or something of value to influence a target audience to respond in a desired way?

A)interactive marketing
B)direct response marketing
C)sales promotion
D)permission marketing

Question 68

An event held in conjunction with a game or event that does not involve a tangible giveaway but adds value to the consumption experience in some way is called a

A)promotion
B)premium
C)bonus pack
D)sample

Question 69

Which premium generated the highest change in MLB attendance?

A)college night
B)autograph session
C)pet day
D)team history tribute

Question 70

The marketer-controlled communication tool with the highest credibility is

A)sales promotions
B)direct response marketing
C)public relations
D)social media

Question 71

Sports marketers have the following concerns about using coupons to sell tickets except

A)damaging brand equity
B)training customers to wait for discounts
C)increasing ticket demand
D)adversely affecting season ticket holders

Question 72

Limitations of personal selling include the following except

A)minimal interaction with clients
B)high costs per contact
C)negative image by most people
D)inefficient way to reach large audiences

Question 73

Vanessa received a t-shirt for attending a Colorado Rockies baseball game.This is an example of a

A)promotion
B)premium
C)bonus pack
D)sample

Question 74

Which of the following is the most likely benefit of using coupons in sports marketing?

A)risk reduction
B)brand equity development
C)targeted messages
D)measurable results

Question 75

A tangible item given to consumers when they attend a sporting event is called a

A)promotion
B)premium
C)bonus pack
D)sample

Question 76

Giving away tickets to pre-season games to introduce fans to the team and the sport is an example of

A)couponing
B)a premium
C)interactive marketing
D)sampling

Question 77

The primary disadvantage of advertising in trade magazines is

A)overly targeted audiences
B)high costs
C)limited circulations
D)specialized titles

Question 78

Advantages of value-added premiums and promotions include the following except that they

A)provide a significant return on investment for national teams
B)motivate individuals to engage with the brand and take action
C)can be underwritten by corporate sponsors
D)attract individuals who may not have planned to attend

Question 79

The most effective way to put a product in the hands of consumers with little or no risk to them is

A)a coupon
B)a premium
C)interactive marketing
D)sampling

Question 80

Which premium generated the highest change in MLB attendance?

A)blankets
B)t-shirts
C)Webkinz toys
D)baseball cards