SPMT Exam 3 – Study Guide, Revision Notes, and Practice Questions for Exam
Preparation
Where is the origins of Sports Sponsorship? - ANS ✔✔Ancient Greek Olympics
What has lead to a tremendous growth in Sport Sponsorship? - ANS ✔✔Increasing
commercialization of modern sports
How much was spent on sport sponsorships in 2009? - ANS ✔✔$11.3 billion
What was the first Olympic Games to turn a profit for the host city? - ANS ✔✔1984 Los Angeles
Olympic Games
What made 1984 Los Angeles Olympic games great for Sport Sponsorship? - ANS ✔✔- New era
of sport sponsorship by demonstrating that companies could gain tremendous benefits from
sponsorships.
- "Less is more" sales strategy (President Peter Ueberroth); signed a limited number of
companies to exclusive official sponsorship contracts.
What are the reasons for Sponsorship Growth? - ANS ✔✔- Increased media interest in sports.
- "Break through the clutter" of traditional advertising.
- Enable corporate markerters to reach specific segments
- Today, discipline involving serious research, large investments, and strategic planning.
- Buying decisions become more sophicated
-Return on Investment
What is Sales Promotion? - ANS ✔✔A variety of short-term, promotional activities that are
designed to stimulate immediate product demand.
, What is the effort of Sales Promotion? - ANS ✔✔Aim at increasing brand awareness,
broadening sales distribution channels for products or services, and getting new consumers to
sample products or services.
Where is Sales Promotion implemented? - ANS ✔✔At the retail level, such as an offer of a free
game ticket when fans redeem a soft drink can at the box office.
What are the types of Sales Promotions? - ANS ✔✔In-Venue Promotion, In-Store Promotion,
and Cross-Promotion
What is the purpose of In-Venue Promotion? (Sales Promotion) - ANS ✔✔Increase the amount
of "value-added" benefits that teams provide their paying customers.
What are the Traditional Giveaways of In-Venue Promotions? - ANS ✔✔Sponsor underwrites
the cost of a "premium" item in exchange for its logo on the item and advertising support that
pre-promotes the event.
What are Continuity Promotions? (In-Venue Promotions) - ANS ✔✔Requires fans to attend
multiple games to obtain giveaways
What varies in the success of In-Venue Promotions? - ANS ✔✔Based on the time of season,
team's win-loss record, day of promotion, opponent, and perceived quality of the item.
What are the concepts of In-Store Promotion? (Sales Promotion) - ANS ✔✔Premiums,
Contests/sweepstakes, sampling, point-of-sale or point-of-purchase materials, and coupons.
What are Premiums? (In-Store Promotion) - ANS ✔✔Merchandise offered for free or at a
reduced price as an inducement to buy a different item or items.
Preparation
Where is the origins of Sports Sponsorship? - ANS ✔✔Ancient Greek Olympics
What has lead to a tremendous growth in Sport Sponsorship? - ANS ✔✔Increasing
commercialization of modern sports
How much was spent on sport sponsorships in 2009? - ANS ✔✔$11.3 billion
What was the first Olympic Games to turn a profit for the host city? - ANS ✔✔1984 Los Angeles
Olympic Games
What made 1984 Los Angeles Olympic games great for Sport Sponsorship? - ANS ✔✔- New era
of sport sponsorship by demonstrating that companies could gain tremendous benefits from
sponsorships.
- "Less is more" sales strategy (President Peter Ueberroth); signed a limited number of
companies to exclusive official sponsorship contracts.
What are the reasons for Sponsorship Growth? - ANS ✔✔- Increased media interest in sports.
- "Break through the clutter" of traditional advertising.
- Enable corporate markerters to reach specific segments
- Today, discipline involving serious research, large investments, and strategic planning.
- Buying decisions become more sophicated
-Return on Investment
What is Sales Promotion? - ANS ✔✔A variety of short-term, promotional activities that are
designed to stimulate immediate product demand.
, What is the effort of Sales Promotion? - ANS ✔✔Aim at increasing brand awareness,
broadening sales distribution channels for products or services, and getting new consumers to
sample products or services.
Where is Sales Promotion implemented? - ANS ✔✔At the retail level, such as an offer of a free
game ticket when fans redeem a soft drink can at the box office.
What are the types of Sales Promotions? - ANS ✔✔In-Venue Promotion, In-Store Promotion,
and Cross-Promotion
What is the purpose of In-Venue Promotion? (Sales Promotion) - ANS ✔✔Increase the amount
of "value-added" benefits that teams provide their paying customers.
What are the Traditional Giveaways of In-Venue Promotions? - ANS ✔✔Sponsor underwrites
the cost of a "premium" item in exchange for its logo on the item and advertising support that
pre-promotes the event.
What are Continuity Promotions? (In-Venue Promotions) - ANS ✔✔Requires fans to attend
multiple games to obtain giveaways
What varies in the success of In-Venue Promotions? - ANS ✔✔Based on the time of season,
team's win-loss record, day of promotion, opponent, and perceived quality of the item.
What are the concepts of In-Store Promotion? (Sales Promotion) - ANS ✔✔Premiums,
Contests/sweepstakes, sampling, point-of-sale or point-of-purchase materials, and coupons.
What are Premiums? (In-Store Promotion) - ANS ✔✔Merchandise offered for free or at a
reduced price as an inducement to buy a different item or items.
