ADV 205 Lecture 31: ADV_205_0415
Document Summary
The ceo liked golf; company sponsored golf event. A sponsorship was a way to contribute to a cause. Aren"t we a good company, sponsoring a 5k for breast cancer! Sponsorship is an investment, not an expense. Cant just give money away need to get something back in return. Sponsorship: a relationship between a marketer and a property in which the marketer pays a cash or in-kind kee in return for access to the exploitable commercial potential associated with the property. Advantages: credibility, image, prestige, internal morale, sales opportunity, access to live audience. Sponsor: the part seeking the association (visa) Endorsements - where you have a personality sponsor. Category exclusivity: guarantee that sponsor"s competitor will not be involved with sponsee. Signage: actual signs identifying & promoting the sponsor at the event venue. Right to use event trademark and logos: legally protected terms/symbols. Distribution rights: right to use event as distribution outlet for free samples. Complimentary advertising: free advertising for the sponsor.
