Entertainment Marketing And Communication

1. Most sports marketers avoid explicit brand promises because they:

a. are difficult to fulfill

b. cannot control how the team plays

c. are not effective in retaining customers

d. believe implied promises are more important

2. Brand building:

a. involves developing a promise that will create customer relationships

b. is strategies devised to capitalize on aspects of a brand to develop product offerings that add value for customers and drive business growth

c. entails decisions such as selecting a brand name and designing marks associated with the brand, such as a logo and colors

d. is made up of associations that a marketer aspires to project or communicate to its target market

3. When the Women’s NBA located a team in Phoenix, they wanted a name that would illustrate ________, so they chose the name Mercury. The NBA team has the name of Suns.

a. trendiness

b. recognizability

c. fit d. contrast

4. The following questions should be asked when designing or evaluating a current logo EXCEPT:

a. Is it distinctive?

b. Is it relevant?

c. Is it enduring?

d. Is it currently recognizable?

5. Which of the following statements is least likely true regarding the decision to keep or change a brand identity when relocating to a new market?

a. Retaining the current brand is less costly than establishing a new one.

b. A brand with high familarity should be considered for retention.

c. When a team needs a fresh start, retaining the current brand makes it easier to gain new fans.

d. Brand names that are general and applicable in the new market are appropriate to retain.

6. For sports brands with low awareness, ________ can be an instrument in building higher awareness:

a. brand marks

b. media coverage

c. brand equity

d. sponsorships

7. Benefits of brand extensions include the following EXCEPT:

a. meeting competitors’ offers

b. expanding customer base

c. preventing market share erosion

d. energizing a brand

8. Criteria for selecting CSR programs include the following EXCEPT:

a. issues that matter to the brand’s target market

b. brand positioning strategy decisions

c. methodologies used to connect the brand to an issue

d. activation programs