What is the most frequently used measure to assess sponsorship effectiveness?
a. Awareness of the event
b. Sales following the event
c. Number of samples/coupons distributed
d. Headcount of how many people attended an event
e. The number of hits to the brand's Web site following the event
Question 2Which sampling plan takes advantage of the fact that, all else equal, smaller samples are required to estimate a population parameter if there is little variation on the characteristic in the group being sampled?
a. Area
b. Stratified
c. Snowball
d. Simple random
e. Quota
Question 3It is important to persuade top managers that SMM can produce a real ROI.
a. True
b. False
Indicate whether the statement is true or false
Question 4Sponsorships of events represent an area that among all marcom activities may be the least ____ in terms of conducting research to determine if the sponsorship has achieved brand equity and financial objectives.
a. used
b. cluttered
c. accountable
d. useful
e. effective
Question 5The range within which to population parameter is likely to fall in the population based on the sample statistic is known as the
a. confidence frame.
b. sampling interval.
c. confidence interval.
d. sampling frame.
e. parameter interval.
Question 6Because SMM is only part of the overall marketing effort, it is not important to establish clear objectives.
a. True
b. False
Indicate whether the statement is true or false
Question 7Sponsorships cannot be justified unless there is proof that ____ are being achieved.
a. brand awareness and knowledge
b. target market penetration and response
c. message and media objectives
d. brand equity and financial objectives
e. consumer attitude and behavior change
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