Sports and Entertainment Marketing 1

1. Sports and Entertainment Marketing 1 Objective 3.08

2. One reason it is important for professional sport/event organizations to develop advance ticket sales plans is because the generated revenue helps organizations to A. increase general admission ticket sales. B. decrease operational costs. C. cover pre-event expenses. D. reduce the risk of ticket scalping activities.

3. C. cover pre-event expenses.

4. Which of the following types of media should an event planner use to promote an upcoming local charity event to the general public: A. Direct mail B. Local television C. National newspaper D. Consumer magazine

5. B. Local television

6. Which of the following media vehicles might a sport/event marketer choose to promote a celebrity baseball game to many people throughout a metropolitan area: A. Internet advertising B. Airplane banners C. Movable billboard D. Stadium posters

7. C. Movable billboard

8. A sport/event organization can determine advertising reach of a magazine by analyzing the publication's A. billing cycle. B. circulation. C. finances. D. response mode.

9. B. circulation.

10. Businesses generally pay more for newspaper advertisements when purchasing space at a _________ rate. A. preferred-position B. run-of-page C. contract D. frequency

11. A. preferred-position

12. When a business places print advertisements in a magazine that has a specific readership reach, it is basing its buying decisions on the publication's A. motivation B. reputation C. circulation D. participation

13. C. circulation

14. A business owner who wants to obtain a reduced rate for a series of local radio commercials might contract for what type of promotion? A. Package B. Display C. Transit D. Contingent

15. A. Package

16. Businesses that buy broadcast advertising time often ask for information about the _______ before purchasing the time. A. qualifications of management B. ownership of the stations C. popularity of newscasters D. ratings for certain shows

17. D. ratings for certain shows

18. A business owner saved money by contracting with the local newspaper to purchase a series of ads over a period of time which entitled the business to a A. flat rate. B. volume discount. C. free insert. D. preferred position.

19. B. volume discount.

20. What is the most appropriate media-scheduling strategy for advertising food and other frequently purchased items? A. Continuous B. Flighting C. Pulsing D. Intermittent

21. A. Continuous

22. Which of the following is the most appropriate promotional medium for a local hardware store: A. Local newspaper B. Network television C. Local rock station D. National news magazine

23. A. Local newspaper

24. Which of the following is a qualitative media factor used in the selection of promotional media: A. Reach B. Frequency C. Impact D. Cost per thousand

25. C. Impact

26. Your business wants to sell a shipment of goods by the end of the current work week at the lowest possible advertising cost. Which of the following promotional media would be best: A. An ad in next Sunday's paper B. A direct mail campaign C. Point-of-purchase displays D. Radio spot commercials

27. D. Radio spot commercials

28. When an advertiser wants to reach specific target markets, which type of print medium would be most cost-effective? A. Newspapers B. Billboards C. Direct mail D. Yellow pages

29. C. Direct mail

30. An important factor in determining rates for outdoor advertising is its A. short life. B. ease of replacement. C. visibility. D. artistic appeal

31. C. visibility.

32. The cost to a business of radio spots will vary with the A. basic production costs B. size of the business. C. number of listeners being reached. D. type of information being aired.

33. C. number of listeners being reached.

34. Which of the following decreases the costs to a business of using newspaper advertising: A. Color requirements B. Sliding-scale rates C. Preferred position D. Split-runs

35. B. Sliding-scale rates