Management and Organizational Studies 3322F/G Chapter Notes - Chapter 10: Ambush Marketing, Marketing, Sports Marketing

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3322F/G
• Professor: Mansure Khamitov

Document Summary

Experimental marketing: a form of marketing that creates an emotional connection with the consumer in personally relevant and memorable ways. Uses one or more senses (touch, smell, sight, hear, taste) Event marketing: the process, planned by a sponsoring organization, of integrating a variety of communications elements with a single event theme. Using a number of elements of the promotion mix to create an event for the purpose of reaching strategic marketing objectives. Event sponsorship: the financial support of an event in exchange for advertising privileges associated with that event. Why sponsorship offer value: the company or brand can form an emotional connection with eh fans simply by being there and participating, an event can reach or target a certain demographic more effectively than advertising. Why sponsor events: enhance corporate image. Governing body sponsorship: e(cid:374)tails se(cid:272)u(cid:396)i(cid:374)g (cid:862)offi(cid:272)ial spo(cid:374)so(cid:396)(cid:863) status. Team sponsorship: appropriate platform for local/regional companies or companies with smaller marketing budgets.