Sport Media and Communication
Exam Bank
Course Introduction
Sport Media and Communication explores the dynamic relationship between sports, media, and society, examining how sporting events, personalities, and organizations are represented and communicated through traditional and digital media platforms. The course covers essential concepts such as media production, public relations, marketing, and journalism within the context of sports, while analyzing the impact of media narratives on public perception, fan engagement, and the commercial aspects of sport. Students will develop practical skills in content creation, media management, and strategic communication, preparing them for careers in sport media industries and related fields.
Recommended Textbook
Sports Marketing 1st Edition by Michael J. Fetchko
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14 Chapters
1396 Verified Questions
1396 Flashcards
Source URL: https://quizplus.com/study-set/2947
Page 2
Chapter 1: Sports Meet Marketing
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100 Verified Questions
100 Flashcards
Source URL: https://quizplus.com/quiz/58665
Sample Questions
Q1) The growth in television stations dedicated to sports led the way for an increased interest in radio stations to adopt 24-hour sports programming.
A)True
B)False
Answer: True
Q2) The following are marketing mix issues that a sports marketer faces except
A)positioning
B)promotion
C)target markets
D)public policy
Answer: D
Q3) In terms of strategic marketing planning,examining current marketing mix issues is a crucial starting point.
A)True
B)False
Answer: False
Q4) Identify the components of the sports product.
Answer: Leagues,teams,events,experiential products,athletes,sponsorships,merchandise,support products,venues,and sporting goods
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Chapter 2: Examining Sports Entertainment Consumption
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106 Verified Questions
106 Flashcards
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Sample Questions
Q1) Consumption motives can be divided into two categories: utilitarian consumption motives and passion-filled consumption motives.
A)True
B)False
Answer: False
Q2) After taking two exams at college yesterday,Daniel has decided he is going to spend all of today watching football games on television,no school work at all.This is an example of the social motive of escape for sports consumption.
A)True
B)False Answer: False
Q3) Ryan is trying to decide whether he should purchase a 5-game ticket package for the Tampa Bay Rays or purchase a new pair of shoes.This is an example of opportunity costs.
A)True
B)False Answer: True
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Chapter 3: Understanding the Marketing Environment
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109 Verified Questions
109 Flashcards
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Sample Questions
Q1) In a SWOT analysis,the ________ are internal characteristics or issues in the sports property.
A)strengths and weaknesses
B)opportunities and threats
C)strengths and opportunities
D)weaknesses and threats
Answer: A
Q2) Discuss the various ways technology has modified how sports are consumed.
Answer: Technologies adapted by sports properties include cashless systems to pay for concessions,paperless tickets,wireless communications for replays,stats,and ordering concessions,and media technologies for smartphone use.
Q3) Of the following areas of green marketing and environmental concern,the one of most interest to sports properties is
A)recycling materials
B)green construction materials
C)green cleaning supplies
D)energy consumption
Answer: D
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Chapter 4: Segmenting Audiences for Sports
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103 Verified Questions
103 Flashcards
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Sample Questions
Q1) Demographic characteristics of a market segment include the following except A)gender
B)ethnicity
C)social class
D)family life cycle stage
Q2) Alex is marketing sponsorships that begin at $20 million for a 4-year period.Because of the cost he wants to target firms with at least 10,000 employees.This type of B2B segmentation is based on
A)industry or category membership
B)organizational size
C)sponsorship type
D)geographic location
Q3) Kevin enjoys playing tennis and racquetball.He also has an interest in camping and hiking.These characteristics of Kevin are classified as
A)demographic data
B)geographic variables
C)socioeconomic data
D)psychographic variables
Q4) Describe the ways segmentation can be applied to licensed merchandise.
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Chapter 5: Building a Relevant Brand
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102 Verified Questions
102 Flashcards
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Sample Questions
Q1) Brand equity consists of the following elements except
A)brand position
B)brand marks
C)brand extensions
D)licensing
Q2) Which of the following is a brand element that serves as a mental shortcut to associate a product with its owner?
A)promise
B)website
C)logo
D)print ad
Q3) A set of assets linked to a brand's name and symbol that adds to the value provided by the product or service to a firm or a firm's customers is
A)brand image
B)brand identity
C)a brand's position
D)brand equity
Q4) Identify the elements of a brand position.
Q5) What is the difference between brand building and brand leveraging?
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Chapter 6: Defining the Product Offering
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100 Verified Questions
100 Flashcards
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Sample Questions
Q1) Alexis has been charged with the responsibility of marketing a product innovation.The logical starting place is
A)expanding existing customer relationships
B)locating former customers
C)breaking into new markets
D)attracting new customers in existing markets
Q2) For innovation adoption,stimulating product trial,or first-time use,is a major task facing marketers.
A)True
B)False
Q3) In the case of sports teams,the service that is delivered is sports entertainment.
A)True
B)False
Q4) The following would be classified as services except
A)sports leagues
B)sports teams
C)sports facilities
D)sports organizations
Q5) Identify the levels of a product and explain each level.
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Chapter 7: Tapping Into Passion Through Experiential Marketing
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102 Verified Questions
102 Flashcards
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Sample Questions
Q1) The situation in which consumers see no or few differences among competing brands is known as
A)brand parity
B)brand loyalty
C)brand indifference
D)brand awareness
Q2) What experiential marketing tactics do sponsors and sports brands use to generate additional revenue?
Q3) Media clutter is present in all of the traditional media,but not among social networking sites and with digital media.
A)True
B)False
Q4) A trend in using ________ by sponsors is premium seating areas and club areas at sports stadiums.
A)servicescapes
B)branded spaces
C)sportscapes
D)fantasy activations
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Q5) What factors go into the evaluation of seating comfort at a sports facility?
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Chapter 8: Planning the Brand Storycommunications Strategy
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100 Verified Questions
100 Flashcards
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Sample Questions
Q1) For the hierarchy model of sports brands,affinity corresponds to the ________ stage of the thinking,feeling,and doing concept.
A)thinking
B)feeling
C)doing
Q2) The premise of the hierarchy of effects model is that consumers move through a sequence of steps in the process of making a purchase decision."Thinking" corresponds to the stages of
A)awareness and knowledge
B)knowledge and liking
C)liking and preference
D)preference and conviction
Q3) The fifth step in the hierarchy of effects model is
A)preference
B)liking
C)conviction
D)purchase
Q4) Compare the hierarchy model of sports to the hierarchy of effects model.
Page 10
Q5) Explain why integrated marketing communications is important.
Q6) What are the criteria for IMC objectives? Give an example.
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Chapter 9: Creating the Brand Storycommunications Campaigns
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106 Verified Questions
106 Flashcards
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Sample Questions
Q1) Strategy is the general game plan or direction that an organization plans to follow in pursuit of objectives.
A)True
B)False
Q2) Sports products are ideal candidates for the ________ scheduling method of marketing tactics because of playing seasons that last only part of the year.
A)continuous
B)flighting
C)pulsating
D)diverse
Q3) Based on the multiple risks involved in building IMC campaigns around individual star players,it is best to build campaigns exclusively around the team brand.
A)True
B)False
Q4) Identify the three creative decisions that must be made as part of the creative strategy.
Q5) How can a team that has years of poor on-field performance be marketed?
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Q6) Outline the steps in brand communications campaign planning.
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Chapter 10: Telling the Brand Storycommunications
Channels
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112 Verified Questions
112 Flashcards
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Sample Questions
Q1) Giving away tickets to pre-season games to introduce fans to the team and the sport is an example of
A)couponing
B)a premium
C)interactive marketing
D)sampling
Q2) Advantages of a brand hosting an online community include the following except
A)costs are low cost because of few maintenance requirements
B)consumers can spread the word on behalf of the sports brand
C)brands can provide information and also engage fans with unique content
D)consumers can interact with the brand
Q3) Relative advantages of radio include the following except A)low costs
B)narrow geographic area
C)ability to target demographic groups
D)each station has a relatively large audience in its geographic area
Q4) Personal selling and customer relations are tools that can be used to build exposure to a sports brand.
A)True
B)False
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Chapter 11: Leveraging Sports Brands Through
Sponsorship-Linked Marketing
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107 Verified Questions
107 Flashcards
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Sample Questions
Q1) What two characteristics of sponsorship set it apart as a distinct brand communications tactic?
Q2) Brooke asks individuals to identify positive and negative words or thoughts that best describe a brand.This method of measuring brand image is
A)attribute agreement
B)blind recall
C)semantic differential ratings
D)free association
Q3) As people enter the stadium for a football game,Jared gives individuals a product category,such as cologne or automobile tires,and asks them to name the first brand that comes to mind.This is an example of measuring
A)top-of-mind
B)brand recall
C)top choice
D)recognition
Q4) Discuss the value of sponsorships to sponsors.
Q5) Identify the various types of sponsorships.
Q6) Outline the steps in managing a sponsorship.
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Q7) Describe the various sponsorship objectives.
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Chapter 12: Measuring Sports Brands Through
Sponsorship-Linked Marketing
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100 Verified Questions
100 Flashcards
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Sample Questions
Q1) The secondary ticket market is best defined as
A)buying and selling tickets after the sporting event or game has started
B)buying group tickets at a discount and selling them as individual game tickets
C)selling tickets purchased from a sports property to someone else
D)selling tickets to an independent company,such as StubHub
Q2) The formula for calculating return on investment (ROI)is
A)(revenue - marketing investment)/ marketing investment
B)(revenue - expenses)- marketing investment / marketing investment
C)(revenue - expenses - marketing investment)
D)(revenue - expenses - marketing investment)/ revenue
Q3) Marketers have shown more creativity in selling multiple-game tickets.Tactics used include the following except to offer
A)smaller multiple-game tickets,such as 5- or 10-game packages
B)flexibility in the selection of games to be part of the package
C)weekend only packages for working individuals
D)flex plans that allow fans to choose a game that is not sold out
Q4) Metrics used to measure marketing performance should focus on activities,not results.
A)True
B)False
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Chapter 13: Living the Brand Promise: Delivery of Sports Experiences
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) Research has consistently found that ________ is the most influential factor in determining consumers' perceptions of service quality.
A)reliability
B)empathy
C)responsiveness
D)assurance
Q2) Some of the intangible elements of a sports venue include the following except
A)thrill of watching the game
B)socializing with friends during the game
C)escape from rigors of daily life
D)sportscape features
Q3) As Mariah watches the cook prepare her food at the open air concession at the sports stadium,she has confidence that it will be good and prepared just like she likes it.This is an example of the service quality factor of
A)reliability
B)empathy
C)responsiveness
D)assurance
Q4) What operation functions can be outsourced?
Page 16
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Chapter 14: Preparing Future Sports Marketers
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59 Verified Questions
59 Flashcards
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Sample Questions
Q1) The social networking site that holds the greatest potential for networking is
A)Facebook
B)Twitter
C)Sportsworld
D)LinkedIn
Q2) Under the category of brand communications are jobs related to the following except
A)advertising
B)public relations
C)customer service
D)community relations
Q3) To be effective,networking should be done face-to-face.
A)True
B)False
Q4) Which of the following statements is most likely true about a valid internship?
A)The internship takes the place of a paid position at the organization.
B)The sports organization receives immediate benefits from the intern's work.
C)The work assigned to the intern is unfamiliar and unlike the student's coursework.
D)The focus of the internship is on training the student.
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