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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
39
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
40
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
41
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
42
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
43
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
44
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
45
