Question 1

The _____ should answer the appeal that the advertiser is trying to target.
A) advertising execution
B) message exposure
C) emotional appeal
D) entertainment value
E) none of the above

Accepted Answer

The advertising execution is the way an advertisement portrays its information and the method it uses to appeal to its target audience, making it the element that should answer the appeal the advertiser is trying to target.

Question 2

Advertising is one tool of the sports marketer,but it has its limitations,especially in the area of visibility.

Accepted Answer

False

Question 3

_____ show(s)a "common" athlete or consumer in a common,everyday situation where the consumer might be using the advertised sports or nonsports product.
A) Slice-of-life advertisements
B) Comparative advertising
C) Scientific advertisements
D) Nonspecific advertisements
E) Subjective advertising

Accepted Answer

Slice-of-life advertisements depict a common person in an everyday situation using the advertised product, making it relatable to the audience.

Question 4

Which of the following types of advertising is primarily aimed at stimulating action or purchase?
A) corporate advocacy advertising
B) direct-objectives advertising
C) cooperative advertising
D) corporate image advertising
E) public service advertising

Accepted Answer

Direct-objectives advertising is aimed at encouraging people to take immediate action and make a purchase. This type of advertising often includes calls-to-action and sales promotions. Corporate advocacy advertising is designed to promote a company's position on a particular issue, while corporate image advertising is focused on improving the overall image of the company. Cooperative advertising is when two or more companies share the cost of an advertisement, and public service advertising is meant to raise awareness or promote a social cause.

Question 5

Source credibility refers to _____.
A) power
B) expertise and trustworthiness
C) attractiveness
D) exposure rate
E) the repetition factor

Accepted Answer

Source credibility refers to the expertise and trustworthiness of a source, indicating that the source is knowledgeable and can be relied upon to provide accurate information. Power, attractiveness, exposure rate, and repetition factor are not necessarily related to credibility.

Question 6

"What is said" and "how it is said" are outcomes of _____.
A) determining advertising budgets
B) competitive interference efforts
C) implicit communications
D) designing creative process
E) message exposure

Accepted Answer

"What is said" refers to the message or content of the ad, while "how it is said" refers to the creative process of presenting the message. Therefore, the outcomes of determining advertising budgets, competitive interference efforts, implicit communications, and message exposure do not directly relate to the message and creative process of the ad, making D the most appropriate choice.

Question 7

Pleasure or fun appeals are designed for those target audiences that participate in sports or watch sports for fun,social interaction,or enjoyment.

Accepted Answer

Pleasure or fun appeals are specifically designed to target the audience that participates or watches sports for fun, social engagement, or entertainment purposes.

Question 8

Advertisers use advertising appeals to _____.
A) increase consumer attention
B) recount why the consumer wants to purchase the product
C) highlight the source's credibility
D) reinforce their media selection decisions
E) highlight their creative abilities

Accepted Answer

Advertising appeals are persuasive messages that are designed to capture the attention of the target audience. The ultimate goal of an advertising appeal is to influence the consumer's behavior in a way that is favorable to the advertiser. Thus, the most important function of advertising appeals is to increase consumer attention towards the product or service being advertised.

Question 9

The Tampa Bay Lightning is preparing an advertising campaign in which it will contrast its products with those of named competitors on a point-by-point basis.The team is employing _____.
A) misleading advertising
B) unethical business practices
C) comparative advertising
D) a push strategy
E) none of the above

Accepted Answer

The Tampa Bay Lightning is employing comparative advertising, which involves directly comparing its products with those of named competitors on a point-by-point basis. This is a common marketing strategy used by companies to differentiate their products from their competitors. Misleading advertising and unethical business practices would not be legal or ethical approaches to advertising. A push strategy involves promoting a product to intermediaries, such as retailers, rather than directly to consumers, which is not relevant in this scenario.

Question 10

The following are all media scheduling alternatives EXCEPT _____ schedule.
A) continuous
B) flighting
C) pulsing
D) sporadic
E) All of the above are media scheduling alternatives.

Accepted Answer

The options A, B, and C are all commonly used media scheduling alternatives. Option D, sporadic schedule, is not a viable alternative as it involves irregular and inconsistent advertising periods with long gaps in between.

Question 11

When the NBA uses advertising such as "I Love This Game," they are trying to enhance their image.This is an example of indirect objectives in promotional advertising.

Accepted Answer

Indirect objectives in promotional advertising aim to improve the overall image of the brand or product and not necessarily to generate immediate sales. The NBA's "I Love This Game" campaign is a classic example of this type of advertising.

Question 12

A one-sided message conveys both the positive and negative benefits of a sports product or service.

Accepted Answer

A one-sided message only highlights the positive benefits of a sports product or service and does not mention any negative aspects.

Question 13

Reach refers to the number of people exposed to an advertisement in a given medium.

Accepted Answer

This is the correct definition of reach in advertising.

Question 14

According to the text,the sports marketer should remember that advertising budgeting should ideally stem from the objectives the advertising is attempting to achieve.

Accepted Answer

The text states that "budgeting should ideally stem from the objectives the advertising is attempting to achieve" which means that the statement is true.

Question 15

Today's sports marketer should be aware of emotional appeals in advertising.This type of advertising is not an effective way of conveying the benefits for health or pleasure.

Accepted Answer

Emotional appeals in advertising can be a very effective way of connecting with consumers and creating a desire to purchase a product or service. While health and pleasure benefits should still be included in marketing strategies, using emotional appeals can help tap into deeper desires and motivations that drive purchasing behavior.

Question 16

The number of times a person or household is exposed to a communication vehicle is called _____.
A) reach
B) frequency
C) exposed rate
D) the repetition factor
E) the novelty factor

Accepted Answer

The number of times a person or household is exposed to a communication vehicle is referred to as frequency. Reach refers to the number of people or households that are exposed to a communication vehicle. Exposed rate, repetition factor, and novelty factor are not commonly used terms in media planning or advertising.

Question 17

Which of the following is NOT considered a role that influences the buying process?
A) economic buying role
B) user buying role
C) professional buying role
D) technical buying role
E) coach's role

Accepted Answer

The professional buying role is not typically recognized as a distinct role in the buying process, unlike the economic, user, technical, and coach's roles.

Question 18

All of the following are common sales promotion tools EXCEPT _____.
A) rebates
B) coupons
C) buy one get one free
D) contests
E) publicity releases

Accepted Answer

Publicity releases are not considered a sales promotion tool as they are a form of publicity or public relations. The other options (rebates, coupons, buy one get one free, and contests) are all commonly used tactics in sales promotion.

Question 19

The sponsored product is directly pitted against rivals on specific points under _____ advertising.
A) subjective
B) cooperative
C) comparative
D) direct
E) both a and b

Accepted Answer

Comparative advertising is a type of advertising in which a product is directly compared to its competitors on specific points. This is often done to highlight the superiority of the sponsored product and sway potential customers to choose it over its rivals. Subjective advertising, on the other hand, is more focused on appealing to the emotions and feelings of consumers, while cooperative advertising involves collaboration between two or more brands. Direct advertising refers to any form of advertising that communicates a message directly to the target audience.

Question 20

_____ addresses two basic questions about the channel (medium)of communication.
A) Comparative advertising
B) Slice-of-life advertising
C) Scientific advertising
D) Media strategy
E) Promotional strategy

Accepted Answer

Media strategy addresses two basic questions about the channel (medium)of communication: (1) which media should be used, and (2) what specific vehicles within the media should be employed.

Quiz 10: Promotion Mix Elements

The _____ should answer the appeal that the advertiser is trying to target.

Advertising is one tool of the sports marketer,but it has its limitations,especially in the area of visibility.

_____ show(s) a "common" athlete or consumer in a common,everyday situation where the consumer might be using the advertised sports or nonsports product.

Which of the following types of advertising is primarily aimed at stimulating action or purchase?

Source credibility refers to _____.

"What is said" and "how it is said" are outcomes of _____.

Pleasure or fun appeals are designed for those target audiences that participate in sports or watch sports for fun,social interaction,or enjoyment.

Advertisers use advertising appeals to _____.

The Tampa Bay Lightning is preparing an advertising campaign in which it will contrast its products with those of named competitors on a point-by-point basis.The team is employing _____.

The following are all media scheduling alternatives EXCEPT _____ schedule.

When the NBA uses advertising such as "I Love This Game," they are trying to enhance their image.This is an example of indirect objectives in promotional advertising.

A one-sided message conveys both the positive and negative benefits of a sports product or service.

Reach refers to the number of people exposed to an advertisement in a given medium.

According to the text,the sports marketer should remember that advertising budgeting should ideally stem from the objectives the advertising is attempting to achieve.

Today's sports marketer should be aware of emotional appeals in advertising.This type of advertising is not an effective way of conveying the benefits for health or pleasure.

The number of times a person or household is exposed to a communication vehicle is called _____.

Which of the following is NOT considered a role that influences the buying process?

All of the following are common sales promotion tools EXCEPT _____.

The sponsored product is directly pitted against rivals on specific points under _____ advertising.

_____ addresses two basic questions about the channel (medium) of communication.