Question 1

_____ is a promotional strategy nonsponsors use to capitalize on the popularity or prestige of an event or property by giving the false impression that they are also sponsors.

Accepted Answer

Ambush marketing is a promotional strategy nonsponsors use to capitalize on the popularity or prestige of an event or property by giving the false impression that they are also sponsors.

Question 2

Which of the following statements about video news releases is true?

Accepted Answer

Video news releases are developed by the company and offered for free to TV stations. They are criticized as a subtle form of commercialism. Their brevity is not an issue.

Question 3

In March 2005,Super 8 Motels renewed its associate sponsorship of the No.32 Tide Chevrolet,which will be driven by Bobby Hamilton,Jr.in this year's NASCAR Nextel Cup Series.One of the potential drawbacks to this cosponsorship is:

Accepted Answer

Its benefits are that it boosts employee morale and it is cost-efficient.

Question 4

Along with its ad campaign to improve the relationship of the Raiders and the citizens of Oakland,the football team's PR agents have issued a _____,which contains pictures and biographical data of all the players,quotes from fans,ticket prices,special promotions that would be held throughout the season,and a story about how wrong the Raiders had been to move to Los Angeles.

Accepted Answer

Media kits contain a basic fact sheet of information about the event, a program or schedule of activities, a list of the participants and their biographical data as well as photographs and a news story about the event.

Question 5

In 2006,Coors Brewing Co.expanded its involvement with the National Football League by signing a two-year deal with the New Orleans Saints.As part of the multipronged deal for which Coors made several million dollars,the brewing company will have rights to use the Saints trademarks for retail promotions and naming rights for a bar,The Coors Light Cold Zone,located inside the Louisiana Superdome.What promotional tool is Coors using in this example?

Accepted Answer

A sponsorship is a cash or in-kind fee paid to a property (which may be a sports, entertainment, or nonprofit event or organization)in return for access to the exploitable commercial potential associated with that property

Question 6

_____ is a form of sponsorship that links a sponsor to a physical site such as a stadium,arena,auditorium,or racetrack.

Accepted Answer

Venue marketing is a form of sponsorship that links a sponsor to a physical site such as a stadium, arena, auditorium, or racetrack.

Question 7

For Bassett Healthcare in Cooperstown,sponsoring the American Heart Association's Heart Run/Walk in Utica was an obvious choice.The Heart Run was a good fit for Bassett because it tied in with the hospital's opening of its cardiac surgery and heart institute.Bassett Healthcare's support of this event is an example of:

Accepted Answer

Philanthropy is the support of a cause without any commercial incentive.

Question 8

On May 1,1934,James D.Mooney,president of General Motors Overseas Corporation,climbed into his automobile and drove to attend a Nazi extravaganza.This was the annual May Day festival.General Motors World,the company's publication about happenings at the company,used Mooney's eyewitness account to cover the May Day event in a several-page cover story,stressing Hitler's boundless affinity for children.General Motors World is an example of a:

Accepted Answer

A house organ is a publication about happenings and policies at the company.

Question 9

Major League Baseball's Texas Rangers and Ameriquest Mortgage Co.have announced a 30-year agreement establishing Ameriquest Field in Arlington,Texas,as the new name for the baseball park.Ameriquest reportedly paid $75 million to have its name on the park.Ameriquest is using:

Accepted Answer

Venue marketing is a form of sponsorship that links a sponsor to a physical site such as a stadium, arena, auditorium, or racetrack.

Question 10

A company that engages in ambush marketing:

Accepted Answer

Ambush marketing is a promotional strategy nonsponsors use to capitalize on the popularity or prestige of an event by giving the false impressions that they are sponsors. Ambush marketing is legal. See the Kodak and Fuji example in the text.

Question 11

A four-page article in Pallet Enterprise,a trade journal for the pallet and container industry,about the success of Jisco,a Korean nail company,would most likely be an example of a:

Accepted Answer

Feature articles are typically written by PR professionals and contain soft news about a company.

Question 12

Ansett Airlines sued Qantas Airways,a rival Australian carrier,claiming that it engaged in _____ that was detrimental to Ansett's image as an official sponsor of the Olympic Games.Qantas ran ads in The Sydney Morning Herald and The Age newspapers featuring Australian runner Cathy Freeman and the words 'Sydney 2000,Olympic Games and the new millennium' and 'The Spirit of Australia Qantas.' Located in close proximity to these slogans was the Olympic logo.

Accepted Answer

Ambush marketing is a promotional strategy nonsponsors use to capitalize on the popularity or prestige of an event or property by giving the false impression that they are also sponsors.

Question 13

Qualcomm Inc.,a wireless technology company,benefited from _____ when it helped pay for renovations to the stadium where the San Diego Chargers play football.

Accepted Answer

Venue marketing is a form of sponsorship that links a sponsor to a physical site such as a stadium, arena, auditorium, or racetrack.

Question 14

A _____ is a company publication that can be used to promote goodwill,increase sales,or mold public opinion.

Accepted Answer

A house organ is a publication about happenings and policies at the company. Their purpose is to promote goodwill, increase sales, or mold public opinion.

Question 15

While writing a news release,you should:

Accepted Answer

The answer of While writing a news release,you should: 
...

Question 16

Which of the following describes one method that can be used to effectively measure the results from sponsoring a golf tournament?

Accepted Answer

Also used are the measurement of changes in awareness or image and changes in sales revenues when a tracking device such as a coupon is used.

Question 17

A (n)_____ is a cash or in-kind fee paid to a property in return for access to the exploitable commercial potential associated with that property.

Accepted Answer

A sponsorship is a cash or in-kind fee paid to a property (which may be a sports, entertainment, or nonprofit event or organization)in return for access to the exploitable commercial potential associated with that property.

Question 18

Several Rotary clubs across the nation hold golf tournaments as fundraisers.Sponsors are asked to provide not only cash but also prizes,as well as beverages and snacks for the golfers.In other words,sponsors of these fundraising events provide money and:

Accepted Answer

In-kind refers to the donation of goods and services.

Question 19

Which of the following CANNOT be used to explain the recent growth of sponsorship?

Accepted Answer

The growth in the over-50 segment of the population is not a significant factor in the recent growth of sponsorship. The other options are all valid reasons for the increase in sponsorship.

Question 20

Which of the following statements describes a benefit of sponsorship?

Accepted Answer

Clutter that is produced by ambush marketing is common with sponsorships. Sponsorship is expensive, and its results and/or effectiveness are hard to gauge.

Quiz 18: Relationship Building

_____ is a promotional strategy nonsponsors use to capitalize on the popularity or prestige of an event or property by giving the false impression that they are also sponsors.

Which of the following statements about video news releases is true?

In March 2005,Super 8 Motels renewed its associate sponsorship of the No.32 Tide Chevrolet,which will be driven by Bobby Hamilton,Jr.in this year's NASCAR Nextel Cup Series.One of the potential drawbacks to this cosponsorship is:

_____ is a form of sponsorship that links a sponsor to a physical site such as a stadium,arena,auditorium,or racetrack.

Major League Baseball's Texas Rangers and Ameriquest Mortgage Co.have announced a 30-year agreement establishing Ameriquest Field in Arlington,Texas,as the new name for the baseball park.Ameriquest reportedly paid $75 million to have its name on the park.Ameriquest is using:

A company that engages in ambush marketing:

A four-page article in Pallet Enterprise,a trade journal for the pallet and container industry,about the success of Jisco,a Korean nail company,would most likely be an example of a:

Qualcomm Inc.,a wireless technology company,benefited from _____ when it helped pay for renovations to the stadium where the San Diego Chargers play football.

A _____ is a company publication that can be used to promote goodwill,increase sales,or mold public opinion.

While writing a news release,you should:

Which of the following describes one method that can be used to effectively measure the results from sponsoring a golf tournament?

A (n) _____ is a cash or in-kind fee paid to a property in return for access to the exploitable commercial potential associated with that property.

Several Rotary clubs across the nation hold golf tournaments as fundraisers.Sponsors are asked to provide not only cash but also prizes,as well as beverages and snacks for the golfers.In other words,sponsors of these fundraising events provide money and:

Which of the following CANNOT be used to explain the recent growth of sponsorship?

Which of the following statements describes a benefit of sponsorship?