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SPMT 217 Exam 3 Questions With Correct Answers.

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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...

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  • September 8, 2024
  • 54
  • 2024/2025
  • Exam (elaborations)
  • Questions & answers
  • SPMT 217
  • SPMT 217
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SPMT 217 Exam 3 Questions With Correct
Answers.


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

, ©THEBRIGHTSTARS 2024


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

, ©THEBRIGHTSTARS 2024
leader -- on Foursquare

sales promotion - answer✔✔a variety of short-term, promotional activities that are designed to
stimulate immediate product demand


increasing brand awareness, broadening the sales distribution channels, and getting new
customers to try their product




how sponsorship programs are often built


example -- sponsoring company provides all fans with a free item with the company's logo

what sport has utilized in-venue promotions the best - answer✔✔MLB

continuity promotions - answer✔✔require fans to attend multiple games to obtain a certain item

factors of the success of in-venue promotions (5) - answer✔✔time of season


win-loss record


day of promotion (weekday/weekend)


opponent


perceived value or promotion

in-store promotion - answer✔✔encompasses a wide variety of tactics to incentivize consumers --
premiums, contests, sampling, point-of-sale marketing, coupons

premiums - answer✔✔merchandise offered free or at a reduced price as an inducement to buy a
different item

contests and sweepstakes - answer✔✔contests -- competitions that award prizes based on a
contestant's skill and ability

, ©THEBRIGHTSTARS 2024
sweepstakes -- games of luck or chance

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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