SPMT 217 Exam 3 Questions with Correct Answers Graded A+
We can trace sport sponsorship back to - Answers the ancient Greek Olympics
local businesses paid charioteers to wear their colors
What is identified as a watershed event in the evolution of sport sponsorship? - Answers 1984 Los
Angeles Olympic Games
1984 Olympic Games - Answers first to ever turn a profit
used the less is more concept- a limited number of companies for higher fees
Growth of Sponorship - Answers the increasing commercialization of sport today
media- online and traditional (better chance for publicity)
sponsorship as a way to break through clutter advertising
reaching target consumers
marketing professionals instead of CEOs- in depth customer research, financial and strategic planning
sophisticated buying
return on investment
trends- sweepstakes, social media
Sponsorship Activation? - Answers The sponsor commits financial resources in support of its sponsorship
through promotion and advertising that thematically includes the sport property's imagery
common rule of 3 to 1 (support to rights fees)
Peter Uberroth - Answers president of 1984 Games
brought a commercialized mind-set to the games
"less is more strategy"
signed a limited number of companies to exclusive official sponsorship contracts
names "man of the year"
ushered in a new era of sponsorship showing that companies could gain huge benefits from sponsorship
Sport Communications - Answers
Sales Promotion - Answers a variety of short term promotional activities that are designed to stimulate
immediate product demand
,typically over a month or two
aimed at increasing brand awareness, broadening the sales distribution channels for their product,
getting new consumers to sample their product
Premium Item - Answers when a sponsoring company provides a fan with a free item featuring the
company's logo
In Venue Promotions - Answers the trend is increase the amount of value added benefits that teams
provide their paying customers
stadium promotions
trying to think of ways to get you to the game
MLB uses this to fill all 81 home games while the NFL doesn't as much with less games
premium item
continuity promotions
success varies on time of season, teams record, opponent, day and time of game, perceived quality of
the giveaway
teams usually feature most attractive giveaways on best/most attractive opponent and time
Continuity Promotions - Answers require fans to attend multiple games to obtain giveaways thus
building attendance frequency (ex: each player card in a limited-edition trading card set)
Incremental Audience - Answers ???
In Store Promotion - Answers companies leverage their sponsorship that the retail level- in store where
their product is sold or within their own retail stores
wide variety of tactics to incentivize consumers and to communicate offers- premiums, contests,
sweepstakes, point for sale and for purchase marketing, coupons
Premiums - Answers merchandise offered free or at a reduce price as an inducement to buy a different
item or items
proof of purchase seals, in pack/on pack
Contests - Answers competitions that award prizes based on contestants skills and abilities
may require a purchase condition
smaller group of potential customers than sweepstakes
may or may not have a purchase necessary
, Sweepstakes - Answers games of luck or chance
everyone has a "chance" to win
usually special trips or opportunities
prizes that otherwise would be difficult or impossible to obtain
may or may not have a purchase necessary
Sampling - Answers one of the most effective sales promotion tools to introduce consumers to try a
product
most often used for the introduction of a new product
use this to leverage their sport sponsorship by gaining access to a major sporting event
not without hard costs
may be free to customers but planning and campaigning costs money (produce the samples, hire)
Point of Sale/Point of Purchase Marketing - Answers POS or POP
used to attract a consumers attention to their product and their promotional campaign at the retail level
include end of aisle units, shelf talkers, banners
ex: life size cardboard cutouts, may hold brochures, coupons, sweepstakes entry forms
Coupons - Answers certificates that generally offer reductions in price for a product
often appear in print advertisements (FSIs)
may also be on the product package itself or mailed
disadvantage: detract from the consumers image, used my consumers that already use the product
Freestanding Inserts - Answers the coupon sections that appear each week in the Sunday paper
Cross Promotion - Answers the joining together of two or more companies to capitalize on a sponsorship
way to tackle the need to break through the clutter, drive sales and better leverage their sport
sponsorship investments and expand the scope of their sponsorship
becoming more popular and effective
allow companies to share costs
allows promotion of several product lines within a company
We can trace sport sponsorship back to - Answers the ancient Greek Olympics
local businesses paid charioteers to wear their colors
What is identified as a watershed event in the evolution of sport sponsorship? - Answers 1984 Los
Angeles Olympic Games
1984 Olympic Games - Answers first to ever turn a profit
used the less is more concept- a limited number of companies for higher fees
Growth of Sponorship - Answers the increasing commercialization of sport today
media- online and traditional (better chance for publicity)
sponsorship as a way to break through clutter advertising
reaching target consumers
marketing professionals instead of CEOs- in depth customer research, financial and strategic planning
sophisticated buying
return on investment
trends- sweepstakes, social media
Sponsorship Activation? - Answers The sponsor commits financial resources in support of its sponsorship
through promotion and advertising that thematically includes the sport property's imagery
common rule of 3 to 1 (support to rights fees)
Peter Uberroth - Answers president of 1984 Games
brought a commercialized mind-set to the games
"less is more strategy"
signed a limited number of companies to exclusive official sponsorship contracts
names "man of the year"
ushered in a new era of sponsorship showing that companies could gain huge benefits from sponsorship
Sport Communications - Answers
Sales Promotion - Answers a variety of short term promotional activities that are designed to stimulate
immediate product demand
,typically over a month or two
aimed at increasing brand awareness, broadening the sales distribution channels for their product,
getting new consumers to sample their product
Premium Item - Answers when a sponsoring company provides a fan with a free item featuring the
company's logo
In Venue Promotions - Answers the trend is increase the amount of value added benefits that teams
provide their paying customers
stadium promotions
trying to think of ways to get you to the game
MLB uses this to fill all 81 home games while the NFL doesn't as much with less games
premium item
continuity promotions
success varies on time of season, teams record, opponent, day and time of game, perceived quality of
the giveaway
teams usually feature most attractive giveaways on best/most attractive opponent and time
Continuity Promotions - Answers require fans to attend multiple games to obtain giveaways thus
building attendance frequency (ex: each player card in a limited-edition trading card set)
Incremental Audience - Answers ???
In Store Promotion - Answers companies leverage their sponsorship that the retail level- in store where
their product is sold or within their own retail stores
wide variety of tactics to incentivize consumers and to communicate offers- premiums, contests,
sweepstakes, point for sale and for purchase marketing, coupons
Premiums - Answers merchandise offered free or at a reduce price as an inducement to buy a different
item or items
proof of purchase seals, in pack/on pack
Contests - Answers competitions that award prizes based on contestants skills and abilities
may require a purchase condition
smaller group of potential customers than sweepstakes
may or may not have a purchase necessary
, Sweepstakes - Answers games of luck or chance
everyone has a "chance" to win
usually special trips or opportunities
prizes that otherwise would be difficult or impossible to obtain
may or may not have a purchase necessary
Sampling - Answers one of the most effective sales promotion tools to introduce consumers to try a
product
most often used for the introduction of a new product
use this to leverage their sport sponsorship by gaining access to a major sporting event
not without hard costs
may be free to customers but planning and campaigning costs money (produce the samples, hire)
Point of Sale/Point of Purchase Marketing - Answers POS or POP
used to attract a consumers attention to their product and their promotional campaign at the retail level
include end of aisle units, shelf talkers, banners
ex: life size cardboard cutouts, may hold brochures, coupons, sweepstakes entry forms
Coupons - Answers certificates that generally offer reductions in price for a product
often appear in print advertisements (FSIs)
may also be on the product package itself or mailed
disadvantage: detract from the consumers image, used my consumers that already use the product
Freestanding Inserts - Answers the coupon sections that appear each week in the Sunday paper
Cross Promotion - Answers the joining together of two or more companies to capitalize on a sponsorship
way to tackle the need to break through the clutter, drive sales and better leverage their sport
sponsorship investments and expand the scope of their sponsorship
becoming more popular and effective
allow companies to share costs
allows promotion of several product lines within a company
