MKT 828 Lecture 11: Sponsorships
6 Dec 2017
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Document Summary
The acquisition of rights to affiliate or directly associate with a product or event for the pu. Sponsors use their relationship to achieve promotional objectives or to facilitate and supp. The rights derived from the sponsor relationship may include; Composed of a variety of marketing and promotional components. The marketing activities that a company conducts to promote its sponsorship. Activation is commonly referred to as leveraging or bringing a brand to life by creating a va. Money spent on activation is over and above the right fees paid to the sponsored property. Shift in marketing spends by tobacco and alcohol manufacturers. Decreased effectiveness of advertising in print and television. Lower cost and increased exposure compare with traditional advertising. 1984 la olympics e purpose of deriving benefits related to that affiliation or association upport their broader marketing objectives a variety of means to interact with a target market erty tries. Increasing number of tv channel devoted to sports.
