978-0133866339 Chapter 13 Part 5

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173) When a firm supports a specific event, such as a local youth baseball tournament, it is

________ marketing.

A) sponsorship

B) event

C) cause-related

D) tie-in

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 13-6

174) A Hispanic fiesta held in Houston, Texas funded by a food company is an example of:

A) sponsorship marketing.

B) event marketing.

C) cause-related marketing.

D) a cross-promotion.

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 13-6

175) Conducting a health fair at a local hospital is an example of ________ marketing.

A) sponsorship

B) event

C) cause-related

D) social

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 13-6

176) A Coca-Cola booth at spring break on South Padre Island is an example of ________

marketing.

A) sponsorship

B) event

C) specialty

D) cross-promotion

Question Tag: Application

AACSB Category: Reflective thinking

Objective: 13-6

177) The first step in developing a sponsorship or event marketing program is to:

A) define the company’s target audience.

B) define the company’s customer profile.

C) determine the communication objective.

D) choose the event.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 13-6

178) When planning a sponsorship or event marketing program, after the marketing group

decides on the objective, the next step would be to:

A) plan a method of tracking the results.

B) advertise the event.

C) promote the event to the firm’s customers and employees.

D) match the event with the firm’s customers, vendors, and employees.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 13-6

179) When planning a sponsorship or event marketing program, after the marketing team

matches the event with the company’s customers, vendors, or employees, the next step would be

to:

A) promote the sponsorship or event.

B) differentiate the sponsorship or event.

C) create objectives.

D) track results.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 13-6

180) When planning a sponsorship or event marketing program, after the marketing team

establishes promotions of the event or sponsorship, the next step would be to:

A) create objectives.

B) identify key publics.

C) include the company in all brochures and advertising.

D) monitor the event.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 13-6

181) When planning a sponsorship or event marketing program, the final essential ingredient or

step is to:

A) identify the competition.

B) differentiate the sponsorship or event.

C) qualify prospects.

D) track results.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 13-6

182) In tracking results from event marketing, an Advertising Research Foundation study found

which type of events tended to yield the best results in terms of intentions to purchase and actual

purchases of the sponsor’s brand?

A) Festival and fair

B) Sports-related events

C) Entertainment-related events

D) Cause-related events

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 13-6

183) When a company advertises, develops consumer promotions, such as a contest, and

develops other marketing communications as a tie-in with an event marketing program, it is

called a(n) ________ promotion.

A) local

B) corporate

C) advertising

D) cross

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 13-6

184) Wholly Guacamole advertising a special brand alliance with Sonic restaurants is an

example of:

A) sponsorship marketing.

B) event marketing.

C) specialty marketing.

D) a cross-promotion.

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 13-6

185) Sponsorships and event-marketing have increased in popularity during the past decade due

to their potential to:

A) produce pro-active damage control mechanisms.

B) boost sales and profits.

C) reach consumers on a one-to-one basis.

D) accelerate new product development.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 13-6

186) Event marketing occurs when a company sponsors a specific event, such as the Special

Olympics, at a particular venue.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 13-6

187) Sponsoring bloggers has become a new form of product sponsorship for companies.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 13-6

188) The difference between event marketing and sponsorship marketing is the duration of the

program being featured.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 13-6

189) Event marketing is closely related to lifestyle marketing.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 13-6

190) A rodeo held in Dallas sponsored by Lee Jeans is an example of event marketing.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 13-6

191) Sponsoring a golfer in the Buick Open golf tournament is an example of event marketing.

Question Tag: Critical Thinking

AACSB Category: Application of knowledge

Objective: 13-6

192) Event marketing and sponsorship programs should begin with company leaders determining

the primary objectives of the program.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 13-6

193) In choosing an event to sponsor, the event should not only meet the firm’s objective, but it

should also be a good match with the firm’s customers, vendors, or employees.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 13-6

194) Tracking the results of an event marketing campaign and sponsorship is important in order

to evaluate the investment.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 13-6

195) A cross-promotion is a marketing event that ties together companies and activities around a

specific theme.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 13-6

196) Cross-promotions are used with event marketing to boost the impact of the event.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 13-6

197) Sponsorships and event marketing have increased in popularity during past decades due to

their ability to enhance brand equity and brand awareness.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 13-6

198) Due to cultural differences, public relations programs have become less important in

international marketing efforts.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 13-6

199) The principles that guide the development of sponsorships domestically apply equally well

to any international sponsorship.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 13-6

200) Describe event marketing.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 13-6

201) The public relations function has become increasingly valuable in the international arena for

all of the following reasons except:

A) lack of sponsorship opportunities in many countries.

B) impact of terrorism and war has heightened sensitivities of many nations.

C) differences between cultures.

D) growing number of international firms.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 13-7