SPMT 217 Test 3
what company is the top sport sponsor? - ANSPepsiCo, Inc.
where did sport sponsorship start? - ANSLA Olympic Games in 1984
who did AT&T sponsor in the 1984 olympic games? - ANSthe first ever cross country olympic
torch relay
other than the olympic games, what influences contributed to sport sponsorship growth? -
ANSincreased media interest in sport
what food company sponsors the SEC that was mentioned in the book? - ANSGolden Flake
Snack Food
why is sport sponsorship such effective marketing? - ANSbecause people see a brand for
longer than a 30 second commercial and they associate the brand with their favorite teams or
games
who decides what sport they cover in a company and why? - ANSa team of marketing
professionals, they do research and decide rather than the CEO making a decision based on his
likes or dislikes
what is usually the first step in measuring an ROI? - ANSconsumer surveys
why are consumer surveys not always effective in measuring ROIs? - ANSthey aren't always
100% accurate so they aren't as dependable as a more scientific way
what do companies do to measure ROI? - ANSthey hire professional research firms to perform
evaluation research
what firm did the NBA use to measure their ROI? - ANSSRi
what firm did the PGA Tour use to measure their ROI? - ANSRepucom
what is ROI? - ANSreturn on investment, this means a sponsorship company meeting a
companies specific marketing and sales objectives in a measurable way
what is sponsorship activation? - ANSsponsorship contracts now include requirements that the
sponsor commit financial resources in support of its sponsorship through promotion and
advertising that includes the sport property's images; the rule of thumb is 3 to 1
, what is sales promotion? - ANSa variety of short-term, promotional activities that are designed
to stimulate immediate product demand
what are the different type of sale promotions? - ANSin-venue, in-store, and cross promotion
what sport uses in-venue promotion the most and why? - ANSbaseball, because they have so
many homes games with many seats that need to be filled
what sport uses in-venue promotion the least and why? - ANSfootball, because the stadiums
always sell out for every game
what are continuity promotions? - ANSgetting people to attend more games and getting
something in return for doing so
what are premiums? - ANSin-store promotion, merchandise offered free or at a reduced price as
an incentive to buy a different item or items
what are the different type of in-store promotions? - ANSpremiums, contests, sweepstakes,
sampling, point-of-sale or point-of-purchase, and coupons
what is sponsorship? - ANSa variety of marketing-mix elements designed to send messages to
a targeted audience (this is a question on test)
what is the difference between a contest and a sweepstakes? - ANScontest - competitions that
award prizes based on skills and abilities, sweepstakes - games of chance or luck
when is sampling mostly used in promotion? - ANSwhen companies are promoting a new
product
what is an example of a point-of-sale or point-of-purchase promotion? - ANSend-aisle units
(large cardboard displays) "shelf-talkers" (cardboard displays that hang on aisle shelves), and
banners
what is a freestanding insert (FSI)? - ANSthe coupon sections that appear each week in Sunday
newspapers
what is cross promotion? - ANStwo or more companies coming together to capitalize on a
sponsorship
who is the got milk campaign a cross promotion with? - ANSKellogg's and NASCAR, they were
called the PB&J partners
what is a stakeholder? - ANSgroups and individuals that have a direct or indirect interest in an
organization (the one that matters)
what company is the top sport sponsor? - ANSPepsiCo, Inc.
where did sport sponsorship start? - ANSLA Olympic Games in 1984
who did AT&T sponsor in the 1984 olympic games? - ANSthe first ever cross country olympic
torch relay
other than the olympic games, what influences contributed to sport sponsorship growth? -
ANSincreased media interest in sport
what food company sponsors the SEC that was mentioned in the book? - ANSGolden Flake
Snack Food
why is sport sponsorship such effective marketing? - ANSbecause people see a brand for
longer than a 30 second commercial and they associate the brand with their favorite teams or
games
who decides what sport they cover in a company and why? - ANSa team of marketing
professionals, they do research and decide rather than the CEO making a decision based on his
likes or dislikes
what is usually the first step in measuring an ROI? - ANSconsumer surveys
why are consumer surveys not always effective in measuring ROIs? - ANSthey aren't always
100% accurate so they aren't as dependable as a more scientific way
what do companies do to measure ROI? - ANSthey hire professional research firms to perform
evaluation research
what firm did the NBA use to measure their ROI? - ANSSRi
what firm did the PGA Tour use to measure their ROI? - ANSRepucom
what is ROI? - ANSreturn on investment, this means a sponsorship company meeting a
companies specific marketing and sales objectives in a measurable way
what is sponsorship activation? - ANSsponsorship contracts now include requirements that the
sponsor commit financial resources in support of its sponsorship through promotion and
advertising that includes the sport property's images; the rule of thumb is 3 to 1
, what is sales promotion? - ANSa variety of short-term, promotional activities that are designed
to stimulate immediate product demand
what are the different type of sale promotions? - ANSin-venue, in-store, and cross promotion
what sport uses in-venue promotion the most and why? - ANSbaseball, because they have so
many homes games with many seats that need to be filled
what sport uses in-venue promotion the least and why? - ANSfootball, because the stadiums
always sell out for every game
what are continuity promotions? - ANSgetting people to attend more games and getting
something in return for doing so
what are premiums? - ANSin-store promotion, merchandise offered free or at a reduced price as
an incentive to buy a different item or items
what are the different type of in-store promotions? - ANSpremiums, contests, sweepstakes,
sampling, point-of-sale or point-of-purchase, and coupons
what is sponsorship? - ANSa variety of marketing-mix elements designed to send messages to
a targeted audience (this is a question on test)
what is the difference between a contest and a sweepstakes? - ANScontest - competitions that
award prizes based on skills and abilities, sweepstakes - games of chance or luck
when is sampling mostly used in promotion? - ANSwhen companies are promoting a new
product
what is an example of a point-of-sale or point-of-purchase promotion? - ANSend-aisle units
(large cardboard displays) "shelf-talkers" (cardboard displays that hang on aisle shelves), and
banners
what is a freestanding insert (FSI)? - ANSthe coupon sections that appear each week in Sunday
newspapers
what is cross promotion? - ANStwo or more companies coming together to capitalize on a
sponsorship
who is the got milk campaign a cross promotion with? - ANSKellogg's and NASCAR, they were
called the PB&J partners
what is a stakeholder? - ANSgroups and individuals that have a direct or indirect interest in an
organization (the one that matters)
