Event Management Final Exam (Chapters 10 - 18) || Already
Graded A+.
Ch 10: Integrated Marketing Communications (IMC) is: correct answers All the above (A
process of presenting a unified and consistent message in all forms of marketing communications
/ A planning process designed to assure that all brand contacts received by a customer are
relevant to that person and consistent over time / The coordination of various promotional
elements and other marketing activities that communicate with an organization's customers)
Ch 10: Integrated Marketing Communications (IMC) seeks to create a consistent and cohesive
message from: correct answers All channels of communication between the event and its
customers
Ch 10: Brand messages come from four sources. An e-newsletter is an example of a: correct
answers Planned message
Ch 10: In terms of an event's Integrated Marketing Communications, creating an awareness of
the events venue and line up is: correct answers An informal objective
Ch 10: In terms of establishing a budget for Integrated Marketing Communications, which of the
following methods is not described as "top down"? correct answers Objective and task method
Ch 10: The marketing team deducing what budget will be needed in order to achieve a 10 percent
increase in ticket sales is an example of establishing the IMC budget by: correct answers
Objective and task method
Ch 10: When considering the various tools in an IMC mix, an effective strategy is one that:
correct answers Achieves the desired objectives, with the least amount of resources
Ch 10: An advertising method's reach is defined as: correct answers The number of people in the
target market that the promotional message has reached
, Ch 10: Which of the following correctly lists the possible functions of a website, in order from
cheapest and least interactive to most expensive and interactive? correct answers Brochureware,
Interact, Transact, Integration
Ch 10: In terms of Integrated Marketing Communications, a representative of a community
festival addressing a high school assembly in order to encourage participation is an example of:
correct answers Personal selling
Ch 11: Which of the following describes the way contemporary marketers relate to their target
audience? correct answers Connecting with
Ch 11: Sponsors see their sponsorship as: correct answers A strategic marketing investment
Ch 11: An energy drinks sponsorship of a music festival is an example of using sponsorship to:
correct answers Access a niche market
Ch 11: In the context of sponsorship benefits, sponsorship leveraging refers to: correct answers
Developing a range of marketing activities that capitalize on the initial sponsorship investment
Ch 11: The first step in developing a sponsorship strategy is to: correct answers Construct a
reliable picture of who the event audience is
Ch 11: Many events and festivals adopt a tiered approach to developing sponsors because:
correct answers If there was only one large sponsor, the future of the event would be threatened
if the sponsor pulled out
Ch 11: Which of the following is a pitfall that successful sponsorship proposals avoid? correct
answers Focus on the event's needs and resource short-falls
Graded A+.
Ch 10: Integrated Marketing Communications (IMC) is: correct answers All the above (A
process of presenting a unified and consistent message in all forms of marketing communications
/ A planning process designed to assure that all brand contacts received by a customer are
relevant to that person and consistent over time / The coordination of various promotional
elements and other marketing activities that communicate with an organization's customers)
Ch 10: Integrated Marketing Communications (IMC) seeks to create a consistent and cohesive
message from: correct answers All channels of communication between the event and its
customers
Ch 10: Brand messages come from four sources. An e-newsletter is an example of a: correct
answers Planned message
Ch 10: In terms of an event's Integrated Marketing Communications, creating an awareness of
the events venue and line up is: correct answers An informal objective
Ch 10: In terms of establishing a budget for Integrated Marketing Communications, which of the
following methods is not described as "top down"? correct answers Objective and task method
Ch 10: The marketing team deducing what budget will be needed in order to achieve a 10 percent
increase in ticket sales is an example of establishing the IMC budget by: correct answers
Objective and task method
Ch 10: When considering the various tools in an IMC mix, an effective strategy is one that:
correct answers Achieves the desired objectives, with the least amount of resources
Ch 10: An advertising method's reach is defined as: correct answers The number of people in the
target market that the promotional message has reached
, Ch 10: Which of the following correctly lists the possible functions of a website, in order from
cheapest and least interactive to most expensive and interactive? correct answers Brochureware,
Interact, Transact, Integration
Ch 10: In terms of Integrated Marketing Communications, a representative of a community
festival addressing a high school assembly in order to encourage participation is an example of:
correct answers Personal selling
Ch 11: Which of the following describes the way contemporary marketers relate to their target
audience? correct answers Connecting with
Ch 11: Sponsors see their sponsorship as: correct answers A strategic marketing investment
Ch 11: An energy drinks sponsorship of a music festival is an example of using sponsorship to:
correct answers Access a niche market
Ch 11: In the context of sponsorship benefits, sponsorship leveraging refers to: correct answers
Developing a range of marketing activities that capitalize on the initial sponsorship investment
Ch 11: The first step in developing a sponsorship strategy is to: correct answers Construct a
reliable picture of who the event audience is
Ch 11: Many events and festivals adopt a tiered approach to developing sponsors because:
correct answers If there was only one large sponsor, the future of the event would be threatened
if the sponsor pulled out
Ch 11: Which of the following is a pitfall that successful sponsorship proposals avoid? correct
answers Focus on the event's needs and resource short-falls
