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Sem i 1.07 armstrong
 

Sem i 1.07 armstrong

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  • Kaser & Oelkers, p413 <br />
  • Kaser & Oelkers, p413 <br />
  • Kaser & Oelkers, p289 <br />
  • Farese, Nicholson & Grossman, 154-155 <br />
  • Farese, Nicholson & Grossman, 154-155 <br />
  • Shank, p352 <br />
  • Shank, p360 <br />
  • Shank, p360 <br />

Sem i 1.07 armstrong Sem i 1.07 armstrong Presentation Transcript

  • 1.07 Sponsorships
  • Term • Sponsorship: underwriting an event for the purpose of gaining a positive association for a brand with the participants and/or attendees • Often considered a partnership between event and sponsor
  • Sponsorships Big Organizations – Major Events – Major Activation – Major Ad Budgets Small Organizations -Smaller Events -Small/No Activation -Small/No Ad Budgets
  • Explain benefits of sponsorship • Increase sales and profits • Introduce new good or service • Be identified with an event in which target market is interested • Earn goodwill of audience by showing commitment to community • Entertain clients, employees, potential customers • Enhance company image • Enter new/niche markets
  • Premium Sponsorships • Entitlements: one major sponsor for an event (ex: Sprint for NASCAR) • Facility Entitlements: company purchases promotional rights to entire stadium (ex: BB&T for the Dash) • Product Exclusivity: only one product in a category is granted sponsorship (ex: Food Lion is the only grocery sponsor for the ACC)
  • Why Sponsorships Fail • • • • • No budget for activation Not long-term No measurable objectives Insufficient staffing No local extensions
  • Ambush Marketing • Giving the appearance of being associated with an event without paying a sponsorship fee
  • Ambush Marketing • Giving the appearance of being associated with an event without paying a sponsorship fee