3.00 Unit Test Review
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1. When a sport marketer considers factors such as lifestyles and interest levels in a specific sport, s/he is
segmenting a market on the basis of ________________________________.
Psychographics
2. The promoters of an extreme-sports weekend most likely target what demographic?
Young men, ages 12-34
3. Males between the ages of 18-35 who are sports-minded and live in Orlando, Florida is an example of a
______________________ market.
niche
4. What should a sports or entertainment event do in order to be successful?
Satisfy customer wants
5. What factors do sports and entertainment marketers consider when targeting customers for a specific
event?
demographics
6. An important part of target marketing in the sports and entertainment industry involves appealing to
potential customers who have __________________________________.
Disposable income
7. After a volleyball player wins a gold medal in the summer Olympics, a sunscreen manufacturer pays the
athlete to appear in its television commercials and magazine advertisements. This is an example of an
___________________________.
Endorsement
8. A vital promotional technique for entertainment marketing is the use of _________________.
trailers
9. Repeated exposure to the largest, most diverse population of people is a benefit of ___________________
advertising.
Out-of-home
10. When a performer expands into international markets, an important consideration for his/her promotional
efforts is that it is often necessary to adapt __________________ __________________ for each market.
Promotional message
11. A business wants to create or emphasize positive associations between a specific sport and itself. What
type of advertising media should the business consider using?
Stadium signage
12. What form of advertising involves a company paying an athlete to appear in a television commercial or
newspaper ad?
Endorsement
13. What are the 4 basic parts of a print advertisement?
Headline, illustration, copy and business identification
14. Computers are complex products and have features that need to be explained. What element of a print
advertisement would be crucial to include in an advertisement for a new computer?
Copy
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15. Advertising copy that states “only 3 days left” is trying to encourage _________________.
Action
16. When Arm and Hammer advertises that its baking soda gets rid of odors in refrigerators, its ad copy is
pointing out the product’s _______________.
uses
17. The part of a print advertisement that is noticed first by readers is the _________________________.
Illustration
18. True or False: Using a font that looks like handwriting in the envelope’s address section is an effective
technique that adds a personal touch to a direct-mail piece.
True
19. What is most likely to be visible to search engine spiders?
HTML text
20. To attract fans to their web sites, professional sports organizations, media outlets, and entrepreneurs offer
online simulations that allow fans to build their own sports teams and compete against other fans’ sport
teams. This growing industry is referred to as _______________________________.
Fantasy Sports
21. How does a professional sports team earn revenue when it permits games to appear on television?
Selling broadcast rights
22. Sport/event industries often use the electronic media to do what?
Motivate customers to buy
23. A business places a matrix on a promotional sign that potential customers can scan with their smartphones.
After scanning the matrix, potential customers have digital “coupons” in their smartphones, which they use
to obtain discounted products at the point of purchase. This form of mobile advertising involves the use of
_______________________________________________.
Quick-Response (QR) Codes
24. Currently, what mobile advertising strategy has been the most successful?
Text messaging with coupons
25. To generate excitement about its newly remodeled facilities, Wilmer’s Hotel plans to send advertising
messages to past guests via their cell phones. Each message will contain a brief video showcasing new
features and services that the hotel offers. Which type of mobile messaging service should Wilmer’s use?
Multimedia messaging services (MMS)
26. True or False: A tire producers will never advertise its products on a website that interests auto racing
enthusiasts.
False
27. What type of sport/event businesses would be most likely to place a banner advertisement on a ski resort’s
web site?
Snow board retailer
28. Sponsoring a web site is an example of _____________________________.
Online Advertising
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29. Most online banner advertisements are _____________________.
Interactive
30. What type of advertising best enables marketers to target specific groups of customers so that the
marketers can focus their promotional efforts to get the best results?
Direct marketing
31. What should all direct mail marketing campaigns include?
A call to action
32. True or False: A person can attach a .doc file to an email.
True
33. One of the disadvantages to marketers using streaming video e-mail is that it requires the recipient to have
a _________________________ internet connection.
High-speed
34. Sending customers a notice of tomorrrow’s sale is an example of a business’s using email in a
___________________ manner.
timely
35. One of advantage of using e-mail marketing is that it is _________________________________.
Cost effective
36. What is the most common use of opt-in e-mail marketing?
subscriptions
37. A business that asks customers to forward an e-mail to their friends or associates is engaged in
________________ marketing.
Viral
38. What computer program prevents email messages containing the word “free” in the subject header from
entering an inbox?
Filters
39. What are the 3 characteristics for higher response rates businesses should develop in marketing e-mail
messages?
Short, simple and understandable
40. What should businesses do to detect any problems before sending an e-mail to everyone on their list?
Conduct a test run
41. What mailing techniques do businesses often use if they do not have mailing-list software?
Blind carbon copy
42. What is a guideline for businesses to follow when creating mailing lists?
Choose individuals who want the e-mail
43. What is an advantage to a business of using an in-house system to send bulk e-mailings?
Last-minute changes are possible
44. The body of an e-mail that reads, “Dear Sue, we hope you are enjoying the newsletter,” is an example of
a/an _______________ message.
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personalized
45. A business that asks to have an advertisement presented at a specific time on the air or in a special place in
a newspaper will pay a _______________higher price for the ad.
Higher
46. One reason it is important for professional sport/event organizations to develop advance ticket sales plans
is because the generated revenue helps organizations to cover __________________________.
Pre-event expenses
47. The Fit and Lively Fitness Center wants to increase its membership, so it is planning to run a television ad
to promote lower membership fees for a limited time. If the target audience is 939,000 16 to 36 year old
females, and 313,000 of the target audience is exposed to the message, what is the percentage of reach for a
local cable television advertisement?
33
48. What type of media should a event planner use to promote an upcoming local charity event to the general
public?
Local television
49. What media vehicle might a sport/event marketer choose to promote a celebrity baseball game to many
people throughout a metropolitan area?
Movable billboard
50. What is the percentage of reach for a local radio sporting-goods advertisement if the target audience is
875,000 18 to 30 year old males and 393,750 of the target audience is exposed to the message?
45
51. A sport/event organization can determine advertising reach of a magazine by analyzing the publication’s
__________________.
circulation
52. Businesses generally pay more for newspaper advertisements when purchasing space at a ____________ rate.
Preferred position
53. 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 __________________.
Circulation
54. A business owner who wants to obtain a reduced rate for a series of local radio commercials might contract
for what type of promotion?
Package
55. Businesses that buy broadcast advertising time often ask for information about the ______________ before
purchasing the time.
Ratings for certain shows
56. 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 ____________________________.
Volume discount
57. What is the most appropriate media scheduling strategy for advertising food and other frequently
purchased items?
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Continuous
58. What is the most appropriate promotional medium for a local hardware store?
Local newspaper
59. What type of media factor is impact when making a selection of promotional media?
Qualitative
60. Your business wants to sell a shipment of goods by the end of the current work week at the lowest possible
advertising cost. What promotional media would be the best?
Radio spot commercials
61. When an advertiser wants to reach specific target markets, which type of print medium would be most
cost-effective?
Direct mail
62. An advertiser spent $117,000 for 12 television spots with a total of 240 GRPs (gross rating points). What
was the cost per GRP?
487.5
63. A radio station sells a 30 second spot for $500. If the number of listeners is 200,000, calculate the cost per
thousand (CPM).
2.5
64. An important factor in determining rates for outdoor advertising is its _________________.
Visibility
65. The cost to a business of radio sports will vary with the number of listeners being ______________.
reached
66. What decreases the costs to a business of using newspaper advertising?
Sliding scale rates