Question 1

The major sweet spot in event sponsorship comes when there is a significant overlap between the:

Accepted Answer

The major sweet spot in event sponsorship is when there is a significant overlap between the event participants and the marketer's target audience. This allows the sponsor to reach their desired audience directly and potentially convert them into customers. It is important for sponsors to choose events that attract their target audience.

Question 2

Sponsor-event congruity/fit is:

Accepted Answer

Sponsor-event congruity/fit refers to the degree of perceived match or compatibility between a sponsor and an event in the eyes of the consumer. It is an important factor in determining the success of an event sponsorship as it can influence consumer attitudes towards both the sponsor and the event.

Question 3

Which of the following components of American movies have been regularly used as a platform for launching new brands?

Accepted Answer

The car chase scenes in American movies have been regularly used as a platform for launching new car brands, products, and technologies. Many action movies feature high-speed car chases to showcase the capabilities of new vehicles and engage viewers with the excitement of the chase. Some famous examples include the iconic car chase in Bullitt (1968) that made the Ford Mustang a cultural icon, or the BMW 7 Series launch campaign based on the James Bond movie Tomorrow Never Dies (1997). While the other choices may also be featured in American movies, they are not as commonly used for product placement or brand launches as car chases.

Question 4

A manufacturer of protein powders and protein bars sponsors a grand slam tennis tournament for the first time.When it evaluates this move,it discovers that the cost per brand name exposure is much higher than it would have been by running its standard advertising.Why was the sponsorship still beneficial for the manufacturer?

Accepted Answer

While the cost per brand name exposure may be higher through event sponsorship compared to traditional advertising, sponsorships provide a unique opportunity to create a connection with consumers and foster brand loyalty. By sponsoring a grand slam tennis tournament, the manufacturer of protein powders and bars may have been able to associate its brand with the healthy and active lifestyle promoted by the tournament, which could lead to long-term benefits. Additionally, sponsorships often generate media coverage and social media buzz, providing additional exposure beyond the event itself.

Question 5

Events and sponsorship are especially important because sponsorship and events are all about _____ and ____,from a consumer psychology lens.

Accepted Answer

Sponsorship and events provide an opportunity for consumers to connect with a brand on a deeper level by aligning themselves with the brand's values and passions. This creates a sense of consumer identity and can lead to brand loyalty.

Question 6

A running shoe brand sponsors a race that is also broadcast to large audiences on the television and radio.The company measures a huge number of gross media impressions.However,this does not result in a huge rise in the sales of the shoes.Which of the following is one possible reason?

Accepted Answer

Even though the brand received a huge number of media impressions, it is possible that the ad did not effectively connect with the emotions or values of the viewers, which would ultimately impact their purchasing behavior. In other words, the brand failed to create a strong enough connection between the race and the essence of their shoes.

Question 7

A car brand decides to sponsor an online tournament for the video game World of Warcraft.This manufacturer hopes to make the tournament a branded experience.How can this event help the car brand?

Accepted Answer

By sponsoring an online tournament for a popular video game among its core customers, the car brand can create a positive association with the brand in a fun and meaningful way. This can help strengthen brand loyalty and increase brand awareness among its target audience. Additionally, the tournament can provide opportunities for the brand to showcase its products and services to an engaged audience, potentially leading to increased sales and revenue.

Question 8

One way to justify event sponsorship is via:

Accepted Answer

Exposure and media coverage is one of the main ways to justify event sponsorship. By sponsoring an event, a company can reach a large, targeted audience and generate positive media coverage for their brand. This can ultimately lead to increased brand awareness, customer loyalty, and sales. However, art direction, copywriting, keeping branding separate, and roadblocking are all tactics that could potentially be used in a sponsorship campaign, but they are not necessarily justifications for the sponsorship itself.

Question 9

A marketing VP who invested in a sponsorship of the Women's Softball World Series saw extra benefits.It provided opportunities to entertain clients,recruit new customers,motivate employees,and meet consumers.All of these were a result of:

Accepted Answer

Leveraging the sponsorship involves using it as a platform to achieve multiple marketing objectives such as entertaining clients, recruiting new customers, motivating employees, and meeting consumers.

Question 10

For some annual events,the ________is almost as compelling as the event experience itself.

Accepted Answer

Anticipation can be a powerful force leading up to an annual event. The excitement and buzz created can be almost as compelling as the event itself. People often look forward to annual events for months in advance, building up their expectations and feeding off the anticipation of others. This can make the event experience even more enjoyable once it finally arrives.

Question 11

Which of the following is an example of product placement?

Accepted Answer

Product placement involves incorporating branded products or services into another form of media, like movies or TV shows. In this case, the appearance of an Apple phone in Mission Impossible: Ghost Protocol is an example of product placement. The other options mention branding, but they are not examples of product placement.

Question 12

Which of the following is a reason for brand builders to participate in various forms of event sponsorships?

Accepted Answer

Event sponsorships provide brand builders with the opportunity to display their brand and advertising messages on-site at the event. It is a way of getting exposure for their brand in a unique and engaging way. Option A is incorrect because event sponsorships do not aim to replace traditional media, but rather complement it. Option C is incorrect because most event sponsorships are designed to integrate advertising and entertainment. Option D is incorrect because quirky or edgy branded entertainment may not necessarily build a negative attitude in customers, but it could be a matter of personal preference.

Question 13

In order to make the most of event sponsorships,marketers should not only establish media impressions,but also:

Accepted Answer

Establishing a link between the brand and a positive feeling that will last beyond the event is critical for ROI on event sponsorships. A successful sponsorship should create a long-lasting positive reputation for the brand. While options A, B, and C may be beneficial for increasing exposure, they do not necessarily lead to a lasting positive impression.

Question 14

Which of the following is an important aspect of sponsorship assessment?

Accepted Answer

The answer of Which of the following is an important...

Question 15

Which of the following types of programs on television usually have product placements in them more so than other types of shows?

Accepted Answer

Soap operas and reality shows are known for having high levels of product placements as they provide opportunities for brands to showcase their products in a more natural setting.

Question 16

A firm has decided to sponsor a PGA golf tournament.Its marketing director knows it is critical to find unique ways to leverage the sponsorship.One way to leverage the sponsorship beyond traditional methods would be to:

Accepted Answer

Using the tournament to entertain important clients and recruit new ones is a unique way to leverage the sponsorship. It allows the firm to build and strengthen relationships with key clients and potential new ones in a more relaxed and enjoyable setting. It also helps to create a positive association with the brand in the minds of those who attend the tournament with the firm. The other options are more traditional ways of measuring exposure and do not necessarily offer a unique way to leverage the sponsorship.

Question 17

Marketing of and with the consumer experience is a form of IBP,often entailing__________.

Accepted Answer

Marketing of and with the consumer experience often entails sponsored events, where the brand creates an experience or opportunity for the consumer to interact with the product or service in an engaging way. Ad allowances, cash back rebates, and push money are more commonly associated with other forms of IBP such as trade promotions and sales force incentives.

Question 18

Market research indicates that among people who watch movies,the people that are most likely to notice product placements and also most willing to try products in movies and films are:

Accepted Answer

Market research indicates that people under 25 years old are the most likely to notice product placements and are also more willing to try products in movies and films. This is because they are the most active viewers and have a higher level of immersion in the media environment due to their familiarity with modern technology and the internet.

Question 19

One way that companies assess the benefits of event sponsorship is by:

Accepted Answer

Examining event social responsibility allows companies to see if the event aligns with their values and if sponsoring it will enhance their brand image. It also helps them evaluate if the event will attract their target audience and if the potential market reach justifies the investment. B, C, and D are not effective ways to assess the benefits of event sponsorship.

Question 20

What is event social responsibility?

Accepted Answer

Event social responsibility refers to the actions taken by events to give back to the community and demonstrate good corporate citizenship. This includes initiatives such as charitable donations, volunteer work, and environmentally sustainable practices. It is important for sports sponsors to engage in event social responsibility as it can help generate positive word of mouth, as well as increase patronage and purchase intent.

Option B is incorrect as it describes a legal contract, not a concept. Option C is partially correct as CSR and event social responsibility are related, but they are not the same thing. Option D is incorrect as it refers to the memory of the previous sponsor, not the current sponsor's actions.

Quiz 16: Event Sponsorship, product Placements, and Branded Entertainment