9. team jerseys and championship merchandise represent which \p\?
a. product
b. price
c. place
d. promotion
10. which business goal is most associated with super bowl advertising?
a. lowering costs
b. increasing brand awareness
c. reducing employees
d. limiting competition
section b: true or false
(5 questions × 2 points each = 10 points)
11. the super bowl is an example of event marketing.
12. super bowl commercials usually target only football fans.
13. brand awareness is a key reason companies advertise during the super bowl.
14. the four p’s must work together to be effective.
15. super bowl advertising has little impact on consumer behavior.
section c: short answer
(3 questions × 4 points each = 12 points)
16. explain why super bowl commercials are considered a powerful promotion tool.
17. how does the super bowl benefit businesses beyond just selling products on game day?
18. give one example of how prices affect consumer demand related to the super bowl (tickets, ads, or merchandise).
section d: case study questions
(2 questions × 4 points each = 8 points)
case study 1: pepsi (halftime show sponsorship)
pepsi has sponsored the super bowl halftime show for several years, featuring major music artists and global media coverage.
19. identify two of the four p’s used by pepsi in this strategy and explain how each one helps the brand.
case study 2: doritos super bowl commercials
doritos is known for creative, humorous super bowl commercials that often go viral online.
20. how do doritos’ super bowl ads help the company build brand awareness and connect with consumers? identify at least one marketing strategy used.

Question

Accepted Answer

### Question 9
# Brief Explanations:
The "Four P's" of marketing are Product, Price, Place, and Promotion. Team jerseys and championship merchandise are the goods offered, so they represent Product.
# Answer:
A. Product

### Question 10
# Brief Explanations:
Super Bowl advertising reaches a massive audience. Lowering costs (A) is not the main goal of ads. Reducing employees (C) and limiting competition (D) are unrelated to advertising. Increasing brand awareness is the key goal as the large viewership helps brands be known.
# Answer:
B. Increasing brand awareness

### Question 11
# Brief Explanations:
Event marketing uses events to promote products/brand. The Super Bowl is a major event used by businesses for marketing (ads, merchandise, sponsorships), so it's event marketing.
# Answer:
True

### Question 12
# Brief Explanations:
Super Bowl commercials are watched by a wide audience, including non - football fans (due to cultural significance, entertainment value of ads). So they don't target only football fans.
# Answer:
False

### Question 13
# Brief Explanations:
Companies advertise during the Super Bowl because the huge viewership helps increase brand awareness, which is a key marketing goal. So brand awareness is a key reason.
# Answer:
True

### Question 14
# Brief Explanations:
The Four P's (Product, Price, Place, Promotion) are interdependent. For a marketing strategy to be effective, they must be coordinated (e.g., a good product needs proper pricing, distribution, and promotion).
# Answer:
True

### Question 15
# Brief Explanations:
Super Bowl advertising has a significant impact on consumer behavior. It can influence purchase decisions, brand perception, and create demand. So saying it has little impact is wrong.
# Answer:
False

### Question 16
# Brief Explanations:
1. **Huge Audience**: The Super Bowl has tens of millions of viewers, both football fans and non - fans. This massive reach means commercials are seen by a vast, diverse group, increasing the chance of brand exposure.
2. **Cultural Significance**: The Super Bowl is a cultural event. People discuss the commercials, which leads to free word - of - mouth and online sharing (viral effect), extending the promotion beyond the live broadcast.
3. **High Engagement**: Viewers are highly engaged with the ads (wait for creative ads, discuss them), so the message is more likely to be remembered, making it a powerful promotion tool.
# Answer:
Super Bowl commercials are powerful as they reach a massive, diverse audience (tens of millions), benefit from the event’s cultural significance (sparking discussion/sharing), and have high viewer engagement (people actively pay attention to ads), all of which boost brand exposure and message retention.

### Question 17
# Brief Explanations:
1. **Sponsorship Opportunities**: Businesses can sponsor the halftime show or teams, which boosts brand association with the event’s prestige, enhancing brand image.
2. **Merchandising**: Selling event - related merchandise (like jerseys, hats) creates an additional revenue stream and increases brand visibility as people wear/use these items.
3. **Long - Term Brand Loyalty**: The positive association with the Super Bowl (a fun, high - profile event) can create long - term brand loyalty among consumers who connect the brand with the enjoyable event experience.
# Answer:
The Super Bowl benefits businesses by offering sponsorships (boosting brand image), creating merchandising revenue (and brand visibility), and fostering long - term brand loyalty (via positive event association).

### Question 18
# Brief Explanations:
For Super Bowl tickets: As ticket prices increase, the demand from price - sensitive consumers (e.g., casual fans) may decrease, but the demand from die - hard fans or those seeking prestige (e.g., corporate buyers) may remain or even increase (due to perceived exclusivity). For ads: Higher ad prices mean only larger, more resource - rich companies can afford them, reducing the number of advertisers but increasing the exclusivity and perceived value of the ads. For merchandise: If jersey prices are lowered, demand may increase as more fans can afford them; if prices are raised (for limited - edition items), demand from collectors or super - fans may still be high due to the item’s uniqueness.
# Answer:
For Super Bowl tickets: Higher prices reduce demand from budget - conscious fans but may not affect die - hard fans’ demand (due to exclusivity). For ads: Higher ad prices limit the number of advertisers but increase ad exclusivity. For merchandise: Lowering jersey prices increases demand from price - sensitive fans; raising prices for limited - edition merch maintains demand from collectors.

### Question 19
# Brief Explanations:
1. **Product**: Pepsi’s product is its beverage. Sponsoring the halftime show associates the Pepsi brand with entertainment and a high - profile event, enhancing the product’s image.
2. **Promotion**: The halftime show sponsorship is a promotional tool. It uses the event’s media coverage and star - studded performances to promote the Pepsi brand, reaching a global audience and increasing brand awareness.
# Answer:
1. **Product**: Pepsi’s beverages are the product. Sponsoring the halftime show links Pepsi to entertainment, enhancing the product’s appeal.
2. **Promotion**: The halftime show sponsorship is promotion. It uses the event’s media coverage to reach a global audience, boosting brand awareness.

### Question 20
# Brief Explanations:
1. **Brand Awareness**: Doritos’ creative, humorous ads go viral online, reaching a large audience beyond the Super Bowl broadcast. This widespread sharing increases the number of people who know the Doritos brand.
2. **Marketing Strategy (Emotional Appeal/Humor)**: The ads use humor, which makes them memorable and likable. Consumers connect with the fun content, and this positive association with the brand helps build a relationship. Also, the viral nature of the ads (a form of word - of - mouth marketing) spreads the brand message further.
# Answer:
Doritos’ ads build brand awareness by going viral (reaching a wide audience) and connect with consumers through humor (emotional appeal). The marketing strategy used is creating shareable, humorous content that resonates with people, leading to word - of - mouth promotion and positive brand association.

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