MCS 3620 Chapter Notes - Chapter 10: Wiht, Wakeboarding

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 3620
• Professor: Bharat Sud

Document Summary

Shopper marketing: understanding how consumers behave as shoppers in all channels (retail, catalogue, and web) and then targeting these channels with appropriate marketing communications to enhance the sales of a brand. Event marketing: the process, planned by a sponsoring organization, of integrating a variety of communications elements with a single event theme: a design and development of a live themed activity, occasion, display or exhibit. Event sponsorship: the financial support of an event in exchange for advertising privileges associated with that event. There are reasons why sponsorships offer value to an organization: 1. The company or brand can form an emotional connection with the fans, simply by being there and participating (fans expect sponsors to be at events: 2. An event can reach or target a certain demographic more effectively than advertising: example: billabong derives these benefits by sponsoring wakestock, an annual wakeboarding competition in toronto. Figure 10. 3: the various levels of sports event marketing.