SEM 4e Chapter 10 Promotional Planning

The members of the event triangle are

• Oscars, Emmys, Tonys

• TV, radio, Internet

• international awards, Cannes, Sundance

• events, sponsors, fans

Event coordinators are responsible for

• marketing

• detailed pre-planning

• post-event analysis

• all of these

A sponsor does all of the following except

• helps pay for an event

• avoids entering new markets

• helps hold down the cost of ticket prices for fans

• wants to be identified with an event with the right target market

Which of these television ads would be an endorsement

• an unknown actor playing the role of a professional who recommends the product

• a group of teens talking about a movie

• Peyton Manning eating Papa John's pizza

• all of these

Which of the following is not a quantitative measurement of a promotional activity?

• This year's sales increased 5 percent over last year's sales.

• Movie goers interviewed said the movie trailer was entertaining.

• Four hundred season ticket holders bought five or more seats each.

• Product coupons were distributed to the 45,200 fans at the game.

The promotional mix is a blending of all of the following except

• advertising

• personal selling

• sales promotion

• quantitative measurements

Match the terms listed with the definitions.

• quantitative measurement

• Provides information in terms of numbers or percentages

• Gross Rating Points (GRP)

• The cost of each exposure to an ad divided by its reach in thousands

• Cost-Per-Thousand (CPM)

• Multiplying the reach by the frequency, expressed as a percentage

• sponsorship

• A written, detailed description of how the four elements of promotion will be used

• promotional plan

• Occurs when a business provides products, services, or financial support for an event

Match the terms listed with the definitions.

• qualitative measurement

• Provides information that is subjective and depends on interpretation

• exchange

• The give-and-take between the event, the sponsors, and the fans

• booking agent

• The blending of the promotional elements of advertising, sales promotion, publicity, and personal selling

• endorsement

• A well-known person's public expression of approval or support for a product or service

• promotional mix

• A firm that contracts with the venue on behalf of the performers

Match the terms listed with the definitions.

• trailer mash-up

• The graphic representation of a company name

• loyal users

• Combines short ads for the award-nominated films into one short film

• experiential activations

• People who open an app at least three times in thirty days

• logo

• Formed by the interaction of the event, the sponsors, and the fans

• event triangle

• Interaction with customer to retain them as satisfied customers

Using the name of a product or business as part of the name of an event venue or game.

• endorsement

• promotional mix

• corporate sponsorship

• exchange