SPMT 217 Exam 3 Questions With Correct
Answers.
What has made the world much smaller as sport has moved onto the global stage -
answertechnology
where can sports sponsorship be traced back to - answerthe ancient Greek Olympics
local businesses paid charioteers to wear their colors
what is con...
What has made the world much smaller as sport has moved onto the global stage -
answer✔✔technology
where can sports sponsorship be traced back to - answer✔✔the ancient Greek Olympics
local businesses paid charioteers to wear their colors
what is considered as a turning point event in the evolution of sports sponsorship -
answer✔✔1984 Olympic Games in Los Angeles
first city to ever turn a profit in host city of Olympics
How did the 1984 L/A Olympic Games turn a profit?
what strategy did they use? what was the long term effect? - answer✔✔The Los Angeles
Olympic Organizing Committee, under the direction of its president Pete Ueberroth brought a
new commercial mind-set to the L.A. Games
employing a "less is more" sales strategy, Ueberroth signed a limited number of companies to
exclusive official sponsorship contracts -- companies paid a large amount to outbid their
competition
this ushered in a new era of sports sponsorship by showing that companies could gain
tremendous benefits from sponsorship
what factors have contributed to the growth in sports sponsorship over the last 3 decades -
answer✔✔the increased media interest in sport -- has provided companies with a highly visable
mechanism for promoting their sponsorship involvments
sponsorship is being seen as a way for companies to break through the clutter of traditional
marketing -- gives companies other platforms to market (in-venue, in-broadcast, online)
companies have begun to realize the impact that sponsorship could have in reaching their target
customers through their lifestyles
what does linking a companies message to leisure pursuits/sports convey? - answer✔✔it conveys
their messages immediately, credibly, and to a captive audience
targeted sponsorship - answer✔✔enables corporate marketers to reach specific segments, such as
heavy users, shareholders, and investors that have similar demographics or geographic
commonalities
the decision making process for sponsorship has transferred to who? - answer✔✔the decision
making process has gone from the CEO to the marketing team of a company
today sport sponsorship involves in-depth consumer research and strategic planning
return on investment (roi) - answer✔✔the expected dollar-value return on the financial cost of an
investment, usually a percenatage
the achievement of specific marketing and sales objectives from a sports sponsorship
who do sports properties prefer not to partner with? - answer✔✔with companies that simply
purchase sponsorship rights and then do nothing to utilize, or leverage it to benefit the sponsor
and the sports property itself
so more sponsorship contracts now require that the sponsor commit fincancial resources in
support of its sponsorship through promotion and advertising -- called sponsorship activation
sponsorship activation - answer✔✔the commitment of financial resources in support of a
company's sponsorship through promotion and advertising
"green" initiatives - answer✔✔the development and activation of sponsorships that support
sustainability
what is the fastest growing source of sponsorship revenue? - answer✔✔social media
sampling - answer✔✔one of the most effective sales promotion tools to induce consumers to try
a product
give free items away to try to get the consumer to buy a larger package or the product in larger
quantity
point-of-sale or point-of-purchase marketing - answer✔✔used by marketers to attract consumers
attention to their product or service and their promotional campaign at the retail level
example: large cutout of a player holding cereal
freestanding inserts (FSIs) - answer✔✔how most coupons appear
print advertisements
the coupon sections that appear each week in the Sunday newspaper
Advertising brochure, card, or leaflet inserted in a newspaper or magazine, usually to serve as a
reply coupon or discount voucher.
cross-promotion - answer✔✔a joining together of two or more companies to capitalize on a
sponsorship or expand its scope
reasons why cross-promotions are effective (5) - answer✔✔1. all companies share the total cost
of the sponsorship
2. allow promotion of several product lines within the same company, often drawing from
seperate budgets
3. enable companies to utilize existing business relationships
4. enables a weaker company to piggyback on the strength of a bigger company
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