Chapter 8 Review Sheet
Name_______________________________________
True/False
Indicate whether the statement is true or false.
____ 1.
The purpose for sports promotion is to generate sales, attract a targeted audience, and help
create a positive image.
____
2.
Companies who use a promotional mix use the same formula.
____ 3.
Sports organizations may use a set percentage, or portion, of last year’s sales or the coming
year’s sales to decide on the amount of the promotional budget.
____ 4.
The problem with using competitive parity for forming a promotional budget is that each
company’s objectives may not be the same.
____ 5.
Advertising rates usually depend on the circulation, or size, of the audience that will be
exposed to the ad.
____ 6.
advertising.
Print and broadcast media offer many advantages over direct marketing and online
____
7.
Sales promotions are usually part of an advertisement or personal sales pitch.
____
8.
Many companies avoid using publicity in their promotional mix because it is so costly.
____ 9.
A press kit consists of promotional materials that can be used by the media, such as fact
sheets, background information, press releases, and videotapes.
____ 10.
Before the sales process begins, a salesperson can prepare with prospecting and pre-approach
strategies.
Multiple Choice
Identify the choice that best completes the statement or answers the question.
____ 11.
Which of the following activities are associated with event marketing?
a. sales
c. promotion
b. distribution
d. all of the above
____ 12.
Which of the following could be part of a promotional mix?
a. promotion
c. personal selling
b. advertising
d. all of the above
____ 13.
Which of the following is a way to determine a promotional budget?
a. percentage of sales
c. objective-and-task method
b. competitive parity
d. all of the above
____ 14.
Which type of advertising is used to generate goodwill rather than used for direct sales?
a. sales promotion
c. institutional advertising
b. promotional advertising
d. promotional mix
____ 15.
Which of the following is a form of print media?
a. direct mail
c. magazines
b. outdoor advertising
d. all of the above
____ 16.
A company purchases banner ads when adding this type of advertising to its promotional mix.
a. online advertising
c. print advertising
b. broadcast advertising
d. direct marketing
____ 17.
These forms of sales promotion offer some type of price reduction or free merchandise.
a. coupons and rebates
c. samples and premiums
b. contests and sweepstakes
d. none of the above
____ 18.
Companies send these items out when they want news coverage for something they have
done.
a. publicity sheets
c. public relations information kits
b. press releases
d. advertising rates information sheets
____ 19.
Which of the steps in selling involves learning about the products and the potential
customers?
a. Prospecting
c. Step 1: approach
b. pre-approach
d. Step 3: product presentation
____ 20.
Which of the following is the last of the steps in the selling process?
a. closing the sale
c. follow-up
b. suggestion selling
d. prospecting
Matching
Match each item with the correct term below.
a. public relations
b. Parity
c. objective-and-task method
d. press release
e. promotional advertising
f.
g.
h.
i.
j.
publicity
promotional mix
institutional advertising
product presentation
advertising
____ 21.
any combination of advertising, sales promotion, publicity, direct marketing, and personal
selling
____ 22.
having equality or similarity
____ 23.
companies set these objectives for their promotional budgets and deciding what promotional
activities are necessary to reach those objectives
____ 24.
any paid promotion of an idea, good, or service by an identified sponsor
____ 25.
advertising with a goal of selling an item
____ 26.
advertising with a goal of developing goodwill or a positive image
____ 27.
activities that promote the image and communications a company has with its employees,
customers, investors, and public
____ 28.
the free mention of a product or company in the media
____ 29.
a newsworthy article that provides the basic information to answer questions such as who,
what, where, when, and why
____ 30.
step in the selling process that should be developed around the customer’s needs and wants
Short Answer
31.
You are in charge of the promotional budget for a minor league hockey team. Choose one
promotional budget method. Justify why you chose this method by explaining the advantages and
disadvantages of this method for your team.
32.
Explain why publicity might hurt a company as well as help it.