SPMT 217 Hudson Tamu exam 3 Questions Answered Correctly Graded A+
1: The oft-cited rule for activating a sponsorship is 3 to 1 ($3 in advertising/promotion support for every
$1 spent in rights fees).
TRUE
FALSE - Answers TRUE
2: The usage of coupons as a sales promotional strategy may be detrimental as continual use of coupons
can detract from the product's image in the mind of consumers.
TRUE
FALSE - Answers TRUE
3: Athletes in individual sports typically tend to attract more sponsor interest than athletes in team
sports.
TRUE
FALSE - Answers TRUE
4: When measuring the return-on-investment (ROI) of a sponsorship package, companies often use the
QScores scale.
TRUE
FALSE - Answers FALSE
-the Sponsorship Research Institute (SRi) is used to measure the effectiveness of sponsorship
5: Although government endorsement and public acceptance of gambling have increased, sport
organizations continue to shun affiliations with legalized gambling establishments (LGEs).
TRUE
FALSE - Answers FALSE
______ has been defined as "a cash and/or in-kind fee paid to a property...in return for access to the
exploitable commercial potential associated with that property." - Answers Sponsorship
What are the 5 typical benefits of a sponsorship package? - Answers 1. Exclusivity
2. "Official" designations- tie sport to sponsor's product or service category
3. Rights to utilize org's intellectual property in advertising/promo campaigns
,4. Title naming rights
5. In-stadium signage and promotional announcements
The potential _______ of sporting events raises interesting questions as to whether sport consumers
may have an emotional threshold or tolerance level for accepting a constant bombardment of corporate
names, logos, and messages. - Answers Over-commercialization
The increasing _______ of sport is compelling more and more corporations to direct a portion of their
sport sponsorship spending to ethnic marketing. - Answers Globalization
Athlete Sponsorship - Answers Serves as a platform for companies to develop a sponsorship based on
support of individual athletes.
-riskier than sponsoring league or team
-QScore used to determine which athletes to sponsor; measures celebrities' familiarity and appeal
among the general public.
-Top 2 QScores of 2010:
Michael Jordan
Apolo Anton Ohno
Governing Body Sponsorship - Answers Entails securing the official sponsor status with a national or
international sport league or governing association.
-typically larger, international companies (bc of the weight of this large financial investment)
Event Sponsorship - Answers Enables companies to tie directly into the event atmosphere over a
relatively short time period, typically a few days or a weekend.
-typically locally based/annual events
ex: marathons, college fb games
,Team Sponsorship - Answers Typically include the right to be the "official sponsor" of the team, the
opportunity to conduct in-venue promotions, and access to team tickets and hospitality.
-better for local/regional companies, or companies w/ smaller marketing budgets
Sport-Specific Sponsorship - Answers Enables company to direct is sponsorship efforts to a specific sport
that best appeals to the company and its targeted consumers and provides a strong fit for generating
brand identity.
Media Sponsorship - Answers Occurs most often in the form of broadcast sponsors; that is, companies
that purchase advertising or programming during sport-related broadcast.
Includes:
-commercial spots
-on-site signage
-game tickets for hospitality and entertainment purposes
Facility Sponsorship - Answers One of the fast-growing sponsorship platforms, most notably in the form
of naming rights agreements.
Activation - Answers The commitment of financial resources in support of a company's sponsorship
through promotion and advertising that thematically includes the sport property's imagery.
Contests - Answers Competitions that award prizes based on contestants' skills and abilities; a purchase
may be required as a condition of entering the contest.
-everyone has a CHANCE to win
-targets smaller universe of potential customers
Coupons - Answers Certificates that generally offer a reduction in price for a product or service.
-most often appear in FSIs
-induce short-term sales
-continual use of coupons can detract from the product's image in the mind of consumers
, Cross-Promotion - Answers A joining together of two or more companies to capitalize on a sponsorship
or expand its scope.
-becoming increasingly popular and effective
Ethnic Marketing - Answers Advertising that targets an ethnic group, such as Hispanics or African
Americans.
-Hispanic market is fastest-growing ethnic pop in US
-there is an influx of Asian athletes into major US pro leagues
Freestanding Inserts (FSIs) - Answers Separately printed advertising or coupon sections that are inserted
into a newspaper.
Point-of-Sale or Point-of-Purchase Marketing - Answers Display materials used by marketers to attract
consumers' attention to their product or service and their promotional campaign at the retail level.
ex: end aisle units, shelf-talkers
Premiums - Answers Merchandise offered free or at a reduced price as an inducement to buy a different
item or items.
ex: a sales promotion is when a sponsoring company provides fans with a free PREMIUM ITEM with a
company logo as they enter the stadium
-ex: offer premiums to customers who redeem a certain # of UPCs
Return on Investment (ROI) - Answers (1) The expected dollar-value return on the financial cost of an
investment, usually stated as a percentage.
(2) The achievement of specific marketing and sales objectives from a sport sponsorship.
(3) A sponsorship program will meet the company's specific marketing and sales objectives in some
measurable way.
1: The oft-cited rule for activating a sponsorship is 3 to 1 ($3 in advertising/promotion support for every
$1 spent in rights fees).
TRUE
FALSE - Answers TRUE
2: The usage of coupons as a sales promotional strategy may be detrimental as continual use of coupons
can detract from the product's image in the mind of consumers.
TRUE
FALSE - Answers TRUE
3: Athletes in individual sports typically tend to attract more sponsor interest than athletes in team
sports.
TRUE
FALSE - Answers TRUE
4: When measuring the return-on-investment (ROI) of a sponsorship package, companies often use the
QScores scale.
TRUE
FALSE - Answers FALSE
-the Sponsorship Research Institute (SRi) is used to measure the effectiveness of sponsorship
5: Although government endorsement and public acceptance of gambling have increased, sport
organizations continue to shun affiliations with legalized gambling establishments (LGEs).
TRUE
FALSE - Answers FALSE
______ has been defined as "a cash and/or in-kind fee paid to a property...in return for access to the
exploitable commercial potential associated with that property." - Answers Sponsorship
What are the 5 typical benefits of a sponsorship package? - Answers 1. Exclusivity
2. "Official" designations- tie sport to sponsor's product or service category
3. Rights to utilize org's intellectual property in advertising/promo campaigns
,4. Title naming rights
5. In-stadium signage and promotional announcements
The potential _______ of sporting events raises interesting questions as to whether sport consumers
may have an emotional threshold or tolerance level for accepting a constant bombardment of corporate
names, logos, and messages. - Answers Over-commercialization
The increasing _______ of sport is compelling more and more corporations to direct a portion of their
sport sponsorship spending to ethnic marketing. - Answers Globalization
Athlete Sponsorship - Answers Serves as a platform for companies to develop a sponsorship based on
support of individual athletes.
-riskier than sponsoring league or team
-QScore used to determine which athletes to sponsor; measures celebrities' familiarity and appeal
among the general public.
-Top 2 QScores of 2010:
Michael Jordan
Apolo Anton Ohno
Governing Body Sponsorship - Answers Entails securing the official sponsor status with a national or
international sport league or governing association.
-typically larger, international companies (bc of the weight of this large financial investment)
Event Sponsorship - Answers Enables companies to tie directly into the event atmosphere over a
relatively short time period, typically a few days or a weekend.
-typically locally based/annual events
ex: marathons, college fb games
,Team Sponsorship - Answers Typically include the right to be the "official sponsor" of the team, the
opportunity to conduct in-venue promotions, and access to team tickets and hospitality.
-better for local/regional companies, or companies w/ smaller marketing budgets
Sport-Specific Sponsorship - Answers Enables company to direct is sponsorship efforts to a specific sport
that best appeals to the company and its targeted consumers and provides a strong fit for generating
brand identity.
Media Sponsorship - Answers Occurs most often in the form of broadcast sponsors; that is, companies
that purchase advertising or programming during sport-related broadcast.
Includes:
-commercial spots
-on-site signage
-game tickets for hospitality and entertainment purposes
Facility Sponsorship - Answers One of the fast-growing sponsorship platforms, most notably in the form
of naming rights agreements.
Activation - Answers The commitment of financial resources in support of a company's sponsorship
through promotion and advertising that thematically includes the sport property's imagery.
Contests - Answers Competitions that award prizes based on contestants' skills and abilities; a purchase
may be required as a condition of entering the contest.
-everyone has a CHANCE to win
-targets smaller universe of potential customers
Coupons - Answers Certificates that generally offer a reduction in price for a product or service.
-most often appear in FSIs
-induce short-term sales
-continual use of coupons can detract from the product's image in the mind of consumers
, Cross-Promotion - Answers A joining together of two or more companies to capitalize on a sponsorship
or expand its scope.
-becoming increasingly popular and effective
Ethnic Marketing - Answers Advertising that targets an ethnic group, such as Hispanics or African
Americans.
-Hispanic market is fastest-growing ethnic pop in US
-there is an influx of Asian athletes into major US pro leagues
Freestanding Inserts (FSIs) - Answers Separately printed advertising or coupon sections that are inserted
into a newspaper.
Point-of-Sale or Point-of-Purchase Marketing - Answers Display materials used by marketers to attract
consumers' attention to their product or service and their promotional campaign at the retail level.
ex: end aisle units, shelf-talkers
Premiums - Answers Merchandise offered free or at a reduced price as an inducement to buy a different
item or items.
ex: a sales promotion is when a sponsoring company provides fans with a free PREMIUM ITEM with a
company logo as they enter the stadium
-ex: offer premiums to customers who redeem a certain # of UPCs
Return on Investment (ROI) - Answers (1) The expected dollar-value return on the financial cost of an
investment, usually stated as a percentage.
(2) The achievement of specific marketing and sales objectives from a sport sponsorship.
(3) A sponsorship program will meet the company's specific marketing and sales objectives in some
measurable way.
