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Terms in this set (17)
the purchase of (either in cash or kind support) of exploitable rights and marketing benefits (tangible or intangible) that arise from direct involvement with a personality/player, special event, program, club or agency.
Sponsorship is an
element of the communication mix, one of the most powerful mediums now used to communicate and form relationships with stakeholders
Sponsorship is a strategic
marketing investment, not donation (philanthropy) or grant (one time offer)
investors that expect to see a direct impact on their brand equity (enhanced awareness and imagery)
Trends influencing the growth of sponsorship
Growth in the popularity of Events offer unique social environments to tap into niche markets
The rising cost of media space and the reduced effectiveness of advertising
A growth in the overall number of media outlets (pay TV, specialist magazine, the internet, radio)
The globalization and commercialization of sport both amateur and professional
The proliferation of brands, products and services
Why is there a wide interest in sponsorship as a form of integrated marketing communication
due to the rang of socio-cultural and business (media and marketing trends)
Creative sponsorship can
reach consumers in environments when they are having a good time so they are more likely to accept a well-considered marketing message. Supposed to give more bang for the sponsor's buck
Access to specific niche/target markets
Corporate brand image creation/enhancement
Building brand awareness for an organization and its services/products
Influencing consumer attitude about a product or service brand
Associating a product or service with a life style
Improving relationships with distribution channel members
Achieving product sales and merchandising opportunities
Demonstrating many product attributes
Providing rewards and recognition
Creating goodwill and a climate for an organization's activities
Entertaining key clients with corporate hospitality
What does sponsorship policy include
The event's history of sponsorship and their approach to it, including some definition of what constitutes sponsorship versus grants and donations
The event's objectives, processes and procedures for seeking sponsorship
The rules for entering into sponsorship and the kinds of companies that will be excluded with a rationale of why they will not be included
Value of sponsorship policy
Uniform approach in seeking sponsorship
The levels of accountability and responsibility signed off and overseen by a designated person
Stages in developing the event sponsorship strategy
Profiling the event audience
Creating the event's asset register
Building the event sponsorship portfolio
Questions to ask before approaching a sponspor
What are the benefits to the sponsor?
How long will the association last?
How much exposure will the sponsor receive?
Will the sponsor be exclusive?
Is there compatibility?
Will there be ambush marketing?
ambushing by degree
The sponsorship approach (preparing and presenting)
Overview of the event
The sponsorship package
The proposed duration of the sponsorship agreement
Strategic fit between the proposal and the business and marketing needs of the organization
The event's contact details for the company's response and follow-up negotiation
questions with preparing and presenting
Sponsorship approach cont'd (negotiating event sponsorship contract involvement)
Distribution channel audience
Advantage over competitors
Resource investment involvement required
Events organization's reputation
Entertainment and hospitality opportunities
Undertaking the sponsorship screening process
Managing and servicing sponsorship (communication comittment, trust
One contact person
Understand the sponsor
Use celebrities associated with the event
Acknowledge the sponsor at every opportunity
Maintain a professional relationship with sponsor at all times
The company that ships your product has informed you that they will increase their rates by $1 per tree. How can you address this?
Raw materials are products of the fishing, lumber, agricultural and mining industries that organizational customers purchase to use in their finished products.
What is the process of designing, managing, and improving the movement of products through the supply chain called?
Payless Shoe Source decides to hire sales personnel instead of having customers help themselves find shoes. This is an example of which marketing function?
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