Name: Class: Date:

Chapter 10 - Promotional Planning

1. Technology continues to dramatically broaden the choices available for making consumers aware of products and
services.
a. True
b. False
ANSWER: True
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 10.3-2 - LO: 10.3-2

2. The promotional plan usually covers a ten-year period.

a. True
b. False
ANSWER: False
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 10.3-1 - LO: 10.3-1

3. Data must be collected and analyzed to determine if the promotional plan has been successful.
a. True
b. False
ANSWER: True
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 10.3-1 - LO: 10.3-1

4. A qualitative measurement provides information in terms of numbers or percentages.

a. True
b. False
ANSWER: False
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 10.3-1 - LO: 10.3-1

5. An example of social networking is when a sales associate in a small, independent music store recommends a new
recording that a customer might enjoy.
a. True
b. False
ANSWER: False
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 10.3-2 - LO: 10.3-2

6. Sponsorship plays a minor role in professional athletics.

a. True
b. False
ANSWER: False
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 10.2-1 - LO: 10.2-1

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Name: Class: Date:

Chapter 10 - Promotional Planning

7. A promotional plan may involve associating a business or product with an event, such as the Olympics or a local
charity event.
a. True
b. False
ANSWER: True
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 10.2-1 - LO: 10.2-1

8. Event producers or sports teams acquire sponsors to offset the costs of providing the event.
a. True
b. False
ANSWER: True
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 10.2-1 - LO: 10.2-1

9. The truthful opinions and beliefs of the endorser must be expressed in an endorsement.
a. True
b. False
ANSWER: True
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 10.2-2 - LO: 10.2-2

10. Endorsers of products are not required to have real experiences with the product they are endorsing.
a. True
b. False
ANSWER: False
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 10.2-2 - LO: 10.2-2

11. The most famous and prestigious of the entertainment awards are those given by the Academy of Motion Picture Arts
and Sciences.
a. True
b. False
ANSWER: True
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 10.1-3 - LO: 10.1-3

12. An event triangle is created by the interaction of the fans, sponsors, and the event.
a. True
b. False
ANSWER: True
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 10.1-1 - LO: 10.1-1

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Name: Class: Date:

Chapter 10 - Promotional Planning

13. The first step for developing a promotional plan is to
a. set promotional goals b. identify the target customers
c. select the promotional mix d. develop a promotional budget
ANSWER: b
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 10.3-1 - LO: 10.3-1

14. A quantitative measurement

a. provides information in terms of numbers or percentages b. is subjective and depends on
interpretation
c. might assess the loyalty of consumers to a brand name based on d. both b and c
descriptions of consumers’ reactions to a promotion
ANSWER: a
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 10.3-1 - LO: 10.3-1

15. The estimated total potential audience is the

a. reach b. frequency
c. cost-per-thousand d. gross rating points
ANSWER: d
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 10.3-1 - LO: 10.3-1

16. Companies sponsor an event

a. to increase sales and profits b. to enhance their image
c. to enter new markets or a niche market d. all of the above
ANSWER: d
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 10.2-1 - LO: 10.2-1

17. The give-and-take between an event, the sponsors, and the fans is called a(n)
a. exchange b. sponsorship
c. event triangle d. equilibrium point
ANSWER: a
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 10.1-1 - LO: 10.1-1

18. Which of the following is not true about endorsements?

a. The endorser must use the product b. Endorsements must include truthful opinions and beliefs of the
he/she endorses. endorser.
c. Endorsements may not contain any d. If the product changes in any way, the endorser can still be a
deceptive or misleading statements. spokesperson even if he/she does not use the new product.
ANSWER: d
POINTS: 1

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Name: Class: Date:

Chapter 10 - Promotional Planning

LEARNING OBJECTIVES: SEM.KO.4.LO: 10.2-2 - LO: 10.2-2

19. Who controls the final selection of businesses approved as sponsors?

a. the advertisers b. the venue
c. the ticket broker d. the booking agent
ANSWER: b
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 10.1-2 - LO: 10.1-2

20. Interactions with customers through festivals, tours, or licensed merchandise to retain satisfied customers are known
as
a. trade shows b. social networking
c. experiential activations d. crowdsourcing
ANSWER: c
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 10.3-2 - LO: 10.3-2

21. Which of the following is not considered one of the "big four" annual entertainment award shows?
a. Screen Actors Guild Awards b. Grammys
c. Emmys d. Tonys
ANSWER: a
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 10.1-3 - LO: 10.1-3

22. Brief ads that give you a preview of the real ads in order to build up excitement are called
a. stealth marketing b. pre-ads
c. viral ads d. sales promotions
ANSWER: b
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 10.3-2 - LO: 10.3-2

23. Entertainment awards are an important form of

a. distribution b. publicity
c. information management d. product/service planning
ANSWER: b
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 10.1-3 - LO: 10.1-3

24. This occurs when an individual or business provides products, services, or financial support for a sports team or an
event.
a. distribution b. project management
c. endorsement d. sponsorship
ANSWER: d
POINTS: 1
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Name: Class: Date:

Chapter 10 - Promotional Planning

LEARNING OBJECTIVES: SEM.KO.4.LO: 10.2-1 - LO: 10.2-1

25. The blending of advertising, sales promotion, publicity, and personal selling is referred to as the __________.
ANSWER: promotional mix
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 10.3-1 - LO: 10.3-1

26. Movies shown in theaters and on video are generally preceded by __________, which are advertisements for other
movies.
ANSWER: trailers
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 10.3-2 - LO: 10.3-2

27. A(n) __________ is a person’s public expression of approval or support for a product or service.
ANSWER: endorsement
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 10.2-2 - LO: 10.2-2

28. Using the name of a product or business as part of the name of an event venue is a type of __________ sponsorship.
ANSWER: corporate
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 10.2-1 - LO: 10.2-1

29. __________provides information in terms of numbers or percentages.

ANSWER: Quantitative measurement
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 10.3-1 - LO: 10.3-1

30. __________ provides information that is subjective and depends on interpretation.

ANSWER: Qualitative measurement
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 10.3-1 - LO: 10.3-1

31. A(n) __________ is a written, detailed description of how the elements of promotion will be used.
ANSWER: promotional plan
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 10.3-1 - LO: 10.3-1

32. A mobile app __________ is someone who opens an app at least three times in 30 days.
ANSWER: loyal user
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 10.3-1 - LO: 10.3-1

33. Game __________ involve the extensive planning and implementation of every aspect that takes place in and around
the sports venue.
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Name: Class: Date:

Chapter 10 - Promotional Planning

ANSWER: operations
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 10.1-1 - LO: 10.1-1

34. A firm that contracts with the venue on behalf of the performers is called the __________.
ANSWER: booking agent
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 10.1-2 - LO: 10.1-2

35. A corporate __________ is the graphic representation of a company's name.

ANSWER: logo
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 10.2-1 - LO: 10.2-1

36. The __________ are awards presented by the National Academy of Recording Arts and Sciences to musicians,
producers, and other recording professionals.
ANSWER: Grammys
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 10.1-3 - LO: 10.1-3

37. List the five steps involved in the development of a promotional plan.
ANSWER: (1) Identify the target customers. (2) Set promotional goals. (3) Develop a promotional
budget. (4) Select the promotional mix. (5) Measure the results.
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 10.3-1 - LO: 10.3-1

38. What do sponsors expect in return for their investments?

ANSWER: The sponsor wants public recognition and increased sales.
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 10.2-1 - LO: 10.2-1

39. What is an advantage of using a celebrity endorser?

ANSWER: The celebrity is popular and has name recognition.
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 10.2-2 - LO: 10.2-2

40. What must marketers do to stay current?

ANSWER: They need to be aware of changes taking place in the world, regularly read multiple
information sources, be open to others' ideas, and attend conferences or training opportunities
with other professionals.
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 10.3-2 - LO: 10.3-2

41. Briefly explain the concept of game attractiveness.

ANSWER: Game attractiveness influences attendance and is related to the current success of the team,
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Chapter 10 - Promotional Planning

star players, promotional activities, and venue amenities.
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 10.1-1 - LO: 10.1-1

42. What kind of person does a business look for when searching for a celebrity endorser?
ANSWER: Businesses seek someone who is positive and charismatic, is familiar, has a career in process,
presents few risks, and has a believable relationship with the product.
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 10.2-2 - LO: 10.2-2

43. Explain how to develop a promotional budget.

ANSWER: The promotional budget must be tied to the promotional goals. A common method of
determining an overall promotional budget is to define the tasks needed to achieve the goals,
estimate the costs of the tasks, and compare the costs to available funds.
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 10.3-1 - LO: 10.3-1

44. Explain the merits and risks of a company using a controversial athlete to endorse its products. How could the
company’s promotional plan succeed? How could it fail? Give an example to support your answer.
ANSWER: The controversial athlete will most likely gain a lot of attention. Future negative actions may
prove detrimental for the company using the controversial athlete as an endorser. Students
should use examples of athletes in their answers.
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 10.2-2 - LO: 10.2-2

45. Give at least seven good reasons for a company to be a sponsor for amateur sports. Describe each reason in detail.
ANSWER: Answers will vary and may include the following:
To increase sales and profits
To introduce a new product or service to a large audience
To be identified with an event in which the target market is interested
To earn the goodwill of the audience by showing a commitment to the event
To entertain clients or potential customers
To serve as employee incentives
To enhance the company’s image and improve community relations
To enter new markets or a niche market
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 10.2-1 - LO: 10.2-1

46. Identify the three groups in an event triangle and describe the exchanges that take place between each.
ANSWER: The three groups of the event triangle are fans, the event, and the sponsors.
Fans pay money for tickets to the event and are rewarded with entertainment from the event.
In return, the fans pay money to the sponsors and receive the sponsors' products or services
during and/or after the event. The event receives money from the fans to provide the
entertainment. It also receives money from the sponsors to provide access to the fans. The
sponsors provide money to the event to receive access to the fans. The sponsors provide
products and services and in return receive money from the fans during and/or after the event.

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Name: Class: Date:

Chapter 10 - Promotional Planning

POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 10.1-1 - LO: 10.1-1

47. An event is considered successful if at least two of the three members of the event triangle benefit from and are
satisfied with the exchanges.
a. True
b. False
ANSWER: False
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 10.1-1 - LO: 10.1-1

48. A firm that contracts with the venue on behalf of the performers is referred to as the sponsor.
a. True
b. False
ANSWER: False
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 10.1-2 - LO: 10.1-2

49. Sponsors of an event determine the types of advertising they want to use before, during, and after an event.
a. True
b. False
ANSWER: True
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 10.1-2 - LO: 10.1-2

50. Social media is expected to be an important part of the development of advertising on mobile devices.
a. True
b. False
ANSWER: True
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 10.3-2 - LO: 10.3-2

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