Question 1

Linking a brand name or company name to a physical site such as a stadium, arena, or theatre is called

Accepted Answer

This is known as venue marketing, as the brand or company is associating its name with a physical location. Sports sponsorship refers specifically to sponsoring a sports team or event, ambush marketing involves trying to associate a brand with an event without officially sponsoring it, national sponsorship is not a commonly used term, and event marketing is a broader category that can include many different types of marketing efforts for events.

Question 2

Companies like General Motors, Bell Canada, and RBC invest so much into sports marketing because of their need for the two key indicators of success in this area: brand awareness and

Accepted Answer

The primary reason companies invest in sports marketing is for brand association with the event. This can lead to increased brand awareness and positive brand perception among consumers. The other options - guaranteed value-added sponsorships, coach or player appearances, regular seat tickets, and luxury boxes - may be secondary benefits but are not the primary reason for investment.

Question 3

The financial support of an event in exchange for advertising privileges associated with that event is called

Accepted Answer

Event sponsorship involves providing financial support for an event in exchange for advertising privileges associated with that event. This can include things like having the sponsor's name and logo displayed prominently at the event, having the sponsor mentioned in any promotional materials or advertising for the event, and potentially having access to the event's attendees for promotional activities.

Question 4

Total investment in event marketing and sponsorship in Canada amounted to

Accepted Answer

Event marketing and sponsorship in Canada is a significant industry, with investments amounting to billions, not millions. The correct figure is $2.85 billion annually, indicating a large-scale commitment to these marketing strategies within the country.

Question 5

Degree deodorant's sponsorship association with TSN and the Degree Poker Championship allowed for a strong brand linkage of a deodorant for a man who takes calculated risks. This type of sponsorship is called

Accepted Answer

The answer of Degree deodorant's sponsorship association with TSN and...

Question 6

Sponsorship of the Canadian curling championships falls under this level of sports event marketing.

Accepted Answer

The Canadian curling championships are specific to Canada and involve teams and players from all regions of the country. Therefore, sponsorship of this event falls under the national level of sports event marketing.

Question 7

Budweiser pays to financially support the FIFA World Cup, a major soccer event. This is an example of

Accepted Answer

Budweiser's financial support of the FIFA World Cup is an example of event sponsorship, in which a company pays to attach their brand to a particular event or experience.

Question 8

Sony paid $10 million to put their name on a concert hall in Toronto. This is an example of

Accepted Answer

This is an example of venue sponsorship, where a company pays to put their name on a specific venue or building. It is a form of marketing that helps to increase brand recognition and awareness.

Question 9

JC Penny participates in ____________ by participating with the Academy Awards, in other words, the "Super Bowl for Women."

Accepted Answer

JC Penny's participation with the Academy Awards, often referred to as the "Super Bowl for Women," is an example of entertainment sponsorship. This is because the Academy Awards are a major entertainment event, and by associating with it, JC Penny is engaging in a form of sponsorship that targets the entertainment industry and its audience.

Question 10

Investment in event marketing is divided among five main areas. Which of the following is NOT one of the five main areas?

Accepted Answer

The five main areas for investment in event marketing are causes, entertainment, sports, the arts, and corporate events. Casinos are not typically considered as a category for event marketing investment.

Question 11

Motorola sponsors the Toronto International Film Festival because this type of sponsorship reaches a "__________" audience rather than a "mass" audience.

Accepted Answer

The word "upscale" suggests a more affluent and sophisticated audience, which would align with Motorola's branding and marketing strategy. The Toronto International Film Festival also attracts a diverse range of films and attendees, but the emphasis on an upscale audience is the most likely reason for the sponsorship.

Question 12

Sports sponsorship in Canada is dominated by the automobile industry, the brewing industry, and the __________ industry.

Accepted Answer

The financial services industry is a major player in sports sponsorship in Canada, alongside the automobile and brewing industries.

Question 13

What separates cultural events from sports and entertainment events?

Accepted Answer

The answer of What separates cultural events from sports and...

Question 14

During a recent Winter Olympics, Scotiabank ran a "Show Your Colours" campaign. Scotiabank, however, was not an official sponsor of the Winter Olympics. This is a classic example of

Accepted Answer

Scotiabank's "Show Your Colours" campaign is an example of ambush marketing because it was not an official sponsor of the Winter Olympics but still attempted to associate its brand with the event through advertising and promotion. Ambush marketing usually involves a brand trying to capitalize on the popularity and attention of a major event without paying for official sponsorship rights.

Question 15

Among the various categories of sponsorships, the largest in terms of dollars invested by marketing organizations is

Accepted Answer

According to industry reports, sports sponsorship is the largest category in terms of dollars invested by marketing organizations. Companies invest heavily in sports sponsorships to enhance their brand image, generate awareness, and reach a broad audience. The popularity and global appeal of sports contribute to the growth of this sponsorship category.

Question 16

The concept of value-added sponsorships is thriving in sports marketing. If SportChek was looking to take advantage of value-added sponsorships, the key would be

Accepted Answer

The answer of The concept of value-added sponsorships is thriving...

Question 17

CIBC's sponsorship of the Canadian Breast Cancer Foundation CIBC "Run for the Cure," where the overall goals is to raise funds to help find a cure for cancer, is an example of

Accepted Answer

CIBC's sponsorship of the Canadian Breast Cancer Foundation CIBC "Run for the Cure" is an example of cause-related marketing, as the aim is to raise funds for a social cause (finding a cure for cancer) while also promoting their brand.

Question 18

A strategy used by non-sponsors of an event to capitalize on the prestige and popularity of the event by giving the false impression they are sponsors is also called

Accepted Answer

Ambush marketing is the strategy used by non-sponsors to benefit from the popularity and prestige of an event without officially sponsoring it. This often involves creating marketing campaigns that give the false impression of sponsorship or association with the event. Buzz marketing, false marketing, venue marketing, and aggressive marketing are not specific strategies associated with this practice.

Question 19

The primary benefit that companies such as BMW and Nissan gain by sponsoring the arts is

Accepted Answer

By sponsoring the arts, companies such as BMW and Nissan are seen as supporting cultural and community events, which in turn creates positive feelings and goodwill among consumers. This can lead to a good reputation for the company and increased customer loyalty. However, the direct impact on sales, profit, and brand insistence may not be as significant.

Question 20

Tim Hortons sponsors children's soccer leagues across Canada. This is an example of this level of sports event marketing.

Accepted Answer

Tim Hortons sponsoring children's soccer leagues across Canada is an example of local sports event marketing as it is targeted towards a specific geographical location and aimed at the local community.

Quiz 10: Experiential Marketing, Events, and Sponsorships