AD Athletic Marketing & Public Relations 3

Question 1

What is 'brand equity' in the context of an athletic program?

Accepted Answer

The value derived from fan perception, loyalty, and recognition of the athletic brand

Answer

Brand equity is the intangible value derived from how fans, sponsors, and the public perceive, trust, and recognize the athletic program's brand, which directly influences its revenue-generating capacity.

Question 2

Which of the following best describes a 'media day' event in college athletics?

Accepted Answer

A scheduled event where athletes and coaches interact with and are interviewed by media representatives

Answer

A media day is a scheduled event organized by the athletic department to provide media representatives with direct access to athletes and coaches for interviews, photos, and pre-season stories.

Question 3

What is the primary purpose of an athletic expo or trade show in program marketing?

Accepted Answer

To promote the athletic program and engage prospective sponsors, recruits, and fans

Answer

Athletic expos and trade shows serve as promotional platforms where the department engages with prospective sponsors, recruits, community members, and fans to build program visibility and relationships.

Question 4

'Guerrilla marketing' in athletics refers to:

Accepted Answer

Unconventional, low-cost marketing tactics designed to maximize public impact and visibility

Answer

Guerrilla marketing uses unconventional, creative, and often low-cost tactics—such as viral stunts, flash mobs, or surprise pop-up events—to generate significant public attention and word-of-mouth buzz.

Question 5

Which of the following is the best example of a promotional tie-in for an athletic department?

Accepted Answer

Partnering with a local restaurant to offer game-day discounts to ticket holders

Answer

A promotional tie-in, such as partnering with a local restaurant to offer game-day discounts, creates mutual benefit by driving business to the sponsor while incentivizing fan attendance at games.

(AD) Athletic Director Certification Practice Test

(AD) Athletic Director Certification Practice Test

AD Athletic Marketing & Public Relations 3