Deck 10: Experiential Marketing, Events, and Sponsorships

Question 1

Cause marketing allows companies to connect with its audience on a logical level.

Answer 1

False

Question 2

The money that Air Canada paid to have its name on the Air Canada Centre in Toronto is an example of sports sponsorship.

Answer 2

False

Question 3

What separates cultural events from sports and entertainment events is the audience size. Cultural events attract a smaller, but more influential audience.

Answer 3

True

Question 4

The most important in planning an event is a timeline chart.

Question 5

Sports sponsorship occurs only at the professional level.

Question 6

At the 2012 Olympic Games in London, Adidas paid $155 million to be an official sponsor. Nike upstaged Adidas by having athletes wear chartreuse Nike Volt Flyknit shoes. This is an example of ambush marketing.

Question 7

Companies should seek events that offer exclusivity as sponsorship opportunities.

Question 8

Shopper marketing is essential since three out of four purchase decisions are made in-store.

Question 9

Honda can reach its target market more effectively than advertising with its sponsorship of the Honda Classic, a major golf event. This is one overall reason why event sponsorship works.

Question 10

Unilever's goal is to motivate consumers to select their products for consumption.

Question 11

The success of the event is not really impacted by the effectiveness of the marketing communications strategy.

Question 12

A form of marketing that allows potential customers to form an emotional connection in a personally relevant and memorable way is called experiential marketing.

Question 13

Film and other types of theatre festivals are now popular with marketing decision makers as organizers are offering customized packages better suited to sponsor's unique needs.

Question 14

Reebok is using high levels of public relations and media exposure, to accompany their sponsorship agreement with Sidney Crosby. This is called value-added sponsorship.

Question 15

Sports sponsorship is the largest in terms of dollars invested.

Question 16

When choosing the target audience for an event, the size of the audience reached is more critical than the fit.

Question 17

One of the hottest sponsorship properties in Canada is on Rogers Sportsnet channels and TSN hockey broadcasts.

Question 18

Although sales are an important measure of the success of an event, the real sales benefit may take years to see.

Question 19

A schedule of daily events that shows the various dates, times and locations of activities at an event is called a run sheet.

Question 20

The Toronto International Film Festival (TIFF) is marketing to reach a "class" audience with its glamorous appeal and worldwide exposure. As a festival sponsorship opportunity it has developed a waiting list for platinum sponsors offering a strong value proposition.

Question 21

Identify the various levels of sports event marketing, citing an example of each.

Question 22

The process, planned by a sponsoring organization, of integrating a variety of communications elements with a single theme is called

A) public relations.
B) event planning.
C) advertising.
D) event sponsorship.
E) event marketing.

Question 23

Molson's coordination of public relations, advertising, and sales promotion of the Molson Indy car race is an example of

A) public relations.
B) publicity.
C) event marketing.
D) event sponsorship.
E) event planning.

Question 24

List the five principles when considering participation in event marketing. Why is it important to have these principles determined prior to looking for an event?

Question 25

Identify the six indicators that are used to measure the benefits of sponsorship.

Question 26

Identify the main steps in the event marketing planning process.

Question 27

Why are brands looking more towards cause-related marketing? Provide an example of a brand that uses this form of sponsorship.

Question 28

The Mountain Dew Free Flow skateboarding tour, the Philips Groom U tour, and Hershey's Kissmobile are all examples of

A) ambush marketing.
B) venue marketing.
C) cause marketing.
D) experiential marketing.
E) buzz marketing.

Question 29

In terms of events, what does "bump-in" and "bump-out" mean? Why are they important?

Question 30

List and describe the key elements of an event marketing strategy.

Question 31

What is the difference between event marketing and event sponsorship?

Question 32

Why is shopper marketing considered a component of experiential marketing? Give an example of experiential marketing you experienced that illustrates this?

Question 33

Red Bull wants to create an emotional connection with their consumers in personally relevant and memorable ways. It uses a uniquely decorated vehicle and sends it out to venues with very upbeat people to generate fun and offer samples. This is called

A) buzz marketing.
B) personal marketing.
C) entertainment marketing.
D) ambush marketing.
E) experiential marketing.

Question 34

Describe what is meant by experiential marketing. Cite an example to support your description.

Question 35

Investment in event marketing and sponsorship is divided into five main areas. List and describe the areas.

Question 36

What is a run sheet? Why is it important?

Question 37

What benefit is not an immediate one when it comes to event marketing and sponsorship? Why?

Question 38

Describe ambush marketing, citing an example to illustrate.

Question 39

Samsung Canada has benefited from ___________ marketing by ensuring their televisions are displayed in key big box electronic stores and that the store sales people are appropriately trained to move the product.

A) shopper
B) sales
C) experience
D) buyer
E) retail

Question 40

What are the key considerations that take place in designing the event?

Question 41

Linking a brand name or company name to a physical site such as a stadium, arena, or theatre is called

A) sports sponsorship.
B) venue marketing.
C) ambush marketing.
D) national sponsorship.
E) event marketing.

Question 42

Companies like General Motors, Bell Canada, and RBC invest so much into sports marketing because of their need for the two key indicators of success in this area: brand awareness and

A) guaranteed value-added sponsorships.
B) coach or player appearances.
C) regular seat tickets.
D) brand association with the event.
E) a luxury box.

Question 43

The financial support of an event in exchange for advertising privileges associated with that event is called

A) event marketing.
B) advertising expense.
C) event sponsorship.
D) a charitable donation.
E) sales promotion.

Question 44

Total investment in event marketing and sponsorship in Canada amounted to

A) $18.1 million annually.
B) $1.75 million annually.
C) $2.85 billion annually.
D) $2 billion annually.
E) $1.81 million annually.

Question 45

Degree deodorant's sponsorship association with TSN and the Degree Poker Championship allowed for a strong brand linkage of a deodorant for a man who takes calculated risks. This type of sponsorship is called

A) event.
B) sports.
C) culture.
D) television.
E) cause.

Question 46

Sponsorship of the Canadian curling championships falls under this level of sports event marketing.

A) national
B) international
C) local
D) global
E) regional

Question 47

Budweiser pays to financially support the FIFA World Cup, a major soccer event. This is an example of

A) event sponsorship.
B) public relations.
C) event marketing.
D) sales promotion.
E) a charitable donation.

Question 48

Sony paid $10 million to put their name on a concert hall in Toronto. This is an example of

A) ambush marketing.
B) venue sponsorship.
C) event marketing.
D) sports sponsorship.
E) event sponsorship.

Question 49

JC Penny participates in ____________ by participating with the Academy Awards, in other words, the "Super Bowl for Women."

A) culture and the arts sponsorship
B) cause marketing sponsorship
C) sports sponsorship
D) ambush marketing
E) entertainment sponsorship

Question 50

Investment in event marketing is divided among five main areas. Which of the following is NOT one of the five main areas?

A) causes
B) casinos
C) entertainment
D) sports
E) the arts

Question 51

Motorola sponsors the Toronto International Film Festival because this type of sponsorship reaches a "__________" audience rather than a "mass" audience.

A) younger
B) low-income
C) diverse
D) sizeable
E) upscale

Question 52

Sports sponsorship in Canada is dominated by the automobile industry, the brewing industry, and the __________ industry.

A) publishing
B) petroleum
C) packaged goods
D) education
E) financial services

Question 53

What separates cultural events from sports and entertainment events?

A) the timing of the events
B) the cost of the events
C) the average income of the audience
D) the size of the audience
E) the venue for the event

Question 54

During a recent Winter Olympics, Scotiabank ran a "Show Your Colours" campaign. Scotiabank, however, was not an official sponsor of the Winter Olympics. This is a classic example of

A) false marketing.
B) ambush marketing.
C) aggressive marketing.
D) venue marketing.
E) buzz marketing.

Question 55

Among the various categories of sponsorships, the largest in terms of dollars invested by marketing organizations is

A) sponsorship of the arts.
B) cause sponsorship.
C) sponsorship of international events.
D) sponsorship of local sports leagues.
E) sports sponsorship.

Question 56

The concept of value-added sponsorships is thriving in sports marketing. If SportChek was looking to take advantage of value-added sponsorships, the key would be

A) a lucrative player endorsement.
B) selecting the right building obtain the rights to.
C) selecting the right target market.
D) setting the appropriate objectives.
E) the marketing communications plan.

Question 57

CIBC's sponsorship of the Canadian Breast Cancer Foundation CIBC "Run for the Cure," where the overall goals is to raise funds to help find a cure for cancer, is an example of

A) cause-related marketing.
B) culture and arts sponsorship.
C) entertainment sponsorship.
D) television sponsorship.
E) sports sponsorship.

Question 58

A strategy used by non-sponsors of an event to capitalize on the prestige and popularity of the event by giving the false impression they are sponsors is also called

A) buzz marketing.
B) false marketing.
C) ambush marketing.
D) venue marketing.
E) aggressive marketing.

Question 59

The primary benefit that companies such as BMW and Nissan gain by sponsoring the arts is

A) goodwill.
B) an increase in sales.
C) brand loyalty.
D) brand insistence.
E) an increase in profit.

Question 60

Tim Hortons sponsors children's soccer leagues across Canada. This is an example of this level of sports event marketing.

A) global
B) international
C) local
D) national
E) regional

Question 61

If a company was looking at establishing a pricing strategy for an event, it would need to ensure the __________ relationship was congruent for the target audience.

A) safety-risk
B) external supplier
C) price-value
D) timing
E) bump-in

Question 62

The industry benchmark for sports sponsorship in Canada is that for every $1 spent on sponsorship, the sponsor enjoys $__________ in exposure.

A) 5
B) 2
C) 1
D) 3
E) 4

Question 63

Pepsi-Cola and Frito Lay sponsor the Super Bowl because it allows them to leverage the affiliation consumer and trade promotions. This is an example of

A) choosing the target carefully.
B) using sponsorships to complement promotional activities.
C) exclusivity.
D) formalizing selection criteria.
E) ambush marketing.

Question 64

According to the textbook, key influences on theme development for an event are

A) mission statement and marketing objectives.
B) time of year and target market
C) one's imagination and money.
D) history of the firm and management.
E) time and money.

Question 65

When designing the event it is key that the ___________ is in keeping with the positioning of the event, the sponsoring company, and the product.

A) suppliers
B) speakers
C) meals
D) venue
E) All of the above

Question 66

Companies conduct research to determine the impact of the sponsorship association. Which is NOT one of the indicators that would be looked at?

A) awareness
B) image
C) sales
D) new clients
E) financial resources

Question 67

The final stage in the event marketing planning process is usually

A) IMC strategy.
B) financial resources.
C) measurement and evaluation.
D) event execution.
E) event strategy.

Question 68

If Visa wanted to measure the benefits of its involvement with the Toronto International Film Festival (TIFF), which of the following would NOT be measured?

A) awareness
B) sales
C) new clients
D) timeliness
E) image

Question 69

Pricing strategy for an event involves deciding how much to charge for the event and

A) how much profit will be made.
B) how many tickets will be sold.
C) when the event will take place.
D) where the event will take place.
E) a plan for purchasing tickets.

Question 70

Which of the following would NOT be a common event and sponsorship objective?

A) quality of the audience reached
B) sales of sponsor products
C) frequency
D) size of audience reached
E) profit

Question 71

One of the critical elements of event marketing strategy involves identifying the essential features and benefits of the event that can be used in messages to the target audience. This falls under the __________ heading in an event marketing strategy.

A) pricing strategy
B) product strategy
C) sales strategy
D) promotion strategy
E) advertising strategy

Question 72

Once the event concept and design has been established, the next step in the event marketing planning process is to determine the

A) situation analysis.
B) event execution.
C) event objectives.
D) measurement and evaluation.
E) event strategy.

Question 73

When CN was initially deciding on its CN Canadian Women's Open, initial marketing communication decisions for an event were __________ decisions.

A) branding
B) short term
C) easy
D) positioning
E) cost

Question 74

Which of the following is NOT a key principle that companies should follow to ensure effective event marketing.

A) Use sponsorships to complement other promotional activity.
B) Formalize selection criteria.
C) The size of the target audience reached by the event is most critical.
D) Select an event with an image that sells.
E) Select events offering exclusivity.

Question 75

A general rule is that for every dollar spent on securing the rights for the event, $__________ should be spent to promote the relationship to the event.

A) 5
B) 4
C) 2
D) 1
E) 3

Question 76

The need for companies to be differentiated within events they sponsor calls for

A) more lower level competitor sponsors.
B) more companies to share the cost.
C) exclusivity.
D) a wider target audience.
E) more advertising.

Question 77

A critical event planning tool is a schedule of daily events, which is also called a

A) bump-in.
B) to do list.
C) run sheet.
D) daily sheet.
E) strategy.

Question 78

The first stage in the event marketing planning process is

A) event measurement.
B) event objectives.
C) event concept and design.
D) event strategy.
E) IMC planning.

Question 79

The planner of the event must identify the essential features and benefits of the event. They include all but

A) purpose to entertain.
B) a learning experience.
C) have fun with friends.
D) marketing.
E) expertise of others.

Question 80

_____________ of an event needs to be carefully linked with the target audience. For example, business trade shows are usually scheduled on weekdays where consumer shows happened during evenings or weekends.

A) Costing
B) Suppliers
C) Layout
D) Location
E) Timing