©THEBRIGHTSTARS 2024
SPMT 217 Test 3 Exam Questions With
Correct Answers.
What company is the top sport sponsor? - answer✔✔PepsiCo, Inc.
where did sport sponsorship start? - answer✔✔LA Olympic Games in 1984
who did AT&T sponsor in the 1984 olympic games? - answer✔✔the first ever cross country
olympic torch relay
other than the olympic games, what influences contributed to sport sponsorship growth? -
answer✔✔increased media interest in sport
what food company sponsors the SEC that was mentioned in the book? - answer✔✔Golden
Flake Snack Food
why is sport sponsorship such effective marketing? - answer✔✔because 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? - answer✔✔a 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? - answer✔✔consumer surveys
why are consumer surveys not always effective in measuring ROIs? - answer✔✔they aren't
always 100% accurate so they aren't as dependable as a more scientific way
what do companies do to measure ROI? - answer✔✔they hire professional research firms to
perform evaluation research
what firm did the NBA use to measure their ROI? - answer✔✔SRi
what firm did the PGA Tour use to measure their ROI? - answer✔✔Repucom
what is ROI? - answer✔✔return on investment, this means a sponsorship company meeting a
companies specific marketing and sales objectives in a measurable way
, ©THEBRIGHTSTARS 2024
what is sponsorship activation? - answer✔✔sponsorship 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? - answer✔✔a variety of short-term, promotional activities that are
designed to stimulate immediate product demand
what are the different type of sale promotions? - answer✔✔in-venue, in-store, and cross
promotion
what sport uses in-venue promotion the most and why? - answer✔✔baseball, 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? - answer✔✔football, because the
stadiums always sell out for every game
what are continuity promotions? - answer✔✔getting people to attend more games and getting
something in return for doing so
what are premiums? - answer✔✔in-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? - answer✔✔premiums, contests, sweepstakes,
sampling, point-of-sale or point-of-purchase, and coupons
what is sponsorship? - answer✔✔a 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? - answer✔✔contest - competitions
that award prizes based on skills and abilities, sweepstakes - games of chance or luck
when is sampling mostly used in promotion? - answer✔✔when companies are promoting a new
product
what is an example of a point-of-sale or point-of-purchase promotion? - answer✔✔end-aisle
units (large cardboard displays) "shelf-talkers" (cardboard displays that hang on aisle shelves),
and banners
what is a freestanding insert (FSI)? - answer✔✔the coupon sections that appear each week in
Sunday newspapers
what is cross promotion? - answer✔✔two or more companies coming together to capitalize on a
sponsorship
who is the got milk campaign a cross promotion with? - answer✔✔Kellogg's and NASCAR,
they were called the PB&J partners
SPMT 217 Test 3 Exam Questions With
Correct Answers.
What company is the top sport sponsor? - answer✔✔PepsiCo, Inc.
where did sport sponsorship start? - answer✔✔LA Olympic Games in 1984
who did AT&T sponsor in the 1984 olympic games? - answer✔✔the first ever cross country
olympic torch relay
other than the olympic games, what influences contributed to sport sponsorship growth? -
answer✔✔increased media interest in sport
what food company sponsors the SEC that was mentioned in the book? - answer✔✔Golden
Flake Snack Food
why is sport sponsorship such effective marketing? - answer✔✔because 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? - answer✔✔a 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? - answer✔✔consumer surveys
why are consumer surveys not always effective in measuring ROIs? - answer✔✔they aren't
always 100% accurate so they aren't as dependable as a more scientific way
what do companies do to measure ROI? - answer✔✔they hire professional research firms to
perform evaluation research
what firm did the NBA use to measure their ROI? - answer✔✔SRi
what firm did the PGA Tour use to measure their ROI? - answer✔✔Repucom
what is ROI? - answer✔✔return on investment, this means a sponsorship company meeting a
companies specific marketing and sales objectives in a measurable way
, ©THEBRIGHTSTARS 2024
what is sponsorship activation? - answer✔✔sponsorship 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? - answer✔✔a variety of short-term, promotional activities that are
designed to stimulate immediate product demand
what are the different type of sale promotions? - answer✔✔in-venue, in-store, and cross
promotion
what sport uses in-venue promotion the most and why? - answer✔✔baseball, 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? - answer✔✔football, because the
stadiums always sell out for every game
what are continuity promotions? - answer✔✔getting people to attend more games and getting
something in return for doing so
what are premiums? - answer✔✔in-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? - answer✔✔premiums, contests, sweepstakes,
sampling, point-of-sale or point-of-purchase, and coupons
what is sponsorship? - answer✔✔a 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? - answer✔✔contest - competitions
that award prizes based on skills and abilities, sweepstakes - games of chance or luck
when is sampling mostly used in promotion? - answer✔✔when companies are promoting a new
product
what is an example of a point-of-sale or point-of-purchase promotion? - answer✔✔end-aisle
units (large cardboard displays) "shelf-talkers" (cardboard displays that hang on aisle shelves),
and banners
what is a freestanding insert (FSI)? - answer✔✔the coupon sections that appear each week in
Sunday newspapers
what is cross promotion? - answer✔✔two or more companies coming together to capitalize on a
sponsorship
who is the got milk campaign a cross promotion with? - answer✔✔Kellogg's and NASCAR,
they were called the PB&J partners
