MCS 3620 Lecture Notes - Lecture 8: Toronto Jazz Festival, Greater Media

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 3620
• Professor: Rumaila Abbas

Document Summary

Sponsorship: an investment, in cash or in kind, in an activity, in return for access t the exploitable commercial potential associated with an activity where you give any form of investment in exchange a promotion of your brand. Policies that force tobacco to not be advertised. Nding other ways around the policies (advertising colours) New opportunities due to increased leisure activity. The growth of people wanting to exploit themselves. Does it work? proven that it does work. Primary objective of sponsorship is to reinforce or enhance brand image. Image matching: the extent to which a sponsored sport property and a sponsoring corporation project consistent images. Considerations for participating in event marketing what should you consider before participating in a sponsorship: Use sponsorships to compliments other promotional activities. Select and image that sells (represents your brand) Td sponsorship with jazz festival under renewal consideration. Sponsorships fall into ve categories: sports, entertainment festivals.