MH31-5.03 SEM1 Study Guide

Brody is selling program advertisements for a marching band competition that his high school is hosting. Which sales prospect is most likely to purchase ad space in the program?

• Local music shop
• National piano manufacturer
• International symphony conductor
• State or provincial museum director

A primary reason that sports or event marketers sell advertising space in their programs is to obtain which goal?

• Generate revenue
• Increase fan loyalty
• Offer financial support
• Attract new markets

When selling advertising space in sports or event programs, it is important for marketers to give their customers which component?

• Mailing costs
• Research fees
• News deadlines
• Advertisement specifications

To sell advertising space in an event program, which is the first action Maugricio should do?

• Design the front cover of the program to show prospects
• Call all businesses to determine their interest
• Develop a list of local businesses to contact
• Obtain printing supplies for the program

Payton is developing a rate card for advertising space in his school’s yearbook. Which layout is the most expensive for advertisers to purchase?

• Quarter of a page, 2-color
• Half page, black & white
• Quarter of a page, black & white
• Half page, 4-color

What information should a business obtain to get its news releases used?

• Advertising rates
• Name of publisher
• Media deadlines
• Network affiliation

Following a rash of newspaper criticism for being overpaid, a multimillion-dollar athlete signed up to be a volunteer spokesperson for Special Olympics. What was the athlete attempting to accomplish by promoting this move to the press?

• Obtain a tax deduction
• Attract a new sponsor
• Gain more income
• Overcome negative publicity

Why is it important for a professional sports organization to develop relationships with the media?

• To maximize favorable news and event coverage
• To reduce the need to obtain alternate sources of income
• To obtain endorsement deals with professional athletes
• To prevent the release of information to the public

Which is an advantage to a sports organization that develops an interactive relationship with the broadcast and print media?

• Ensures confidential information exchanges
• Decreases the need for a public-relations plan
• Builds mutually favorable relationships
• Reduces organizational crisis risks

Developing positive relationships with people who work for local television stations and newspaper publishers is a way for an advertising agency to generate what for its clients?

• New markets
• Cash
• Sales promotions
• Publicity