MKT-4330 Lecture Notes - Lecture 3: Sdl Multiterm, Comparison Shopping Website, Opportunity Cost
Document Summary
Demand for the property (unless you can create new inventory) Congruence between two companies, target markets mesh well. Like a bank having their atms on site. So and so can"t use their ticket so they give it to someone else. Super bowl ads are 5 million an ad, but they bought 4 so 4 million and ad. Not based off value like most things, strictly on costs & tangibles. More typical for small events like our baby golf tournament. Discretionary competition (other form of imc [advertising?]) iii. Providing value in a sponsorship, this one is a better way of setting a price, more ambiguety and subjectivity. If you have the resources and time to make this happen. Price comparison (what would it cost to have a 30 second spot b. c. Advertising vs. sponsorship (what is the opportunity cost) Sponsorship - should be a return of some sort. Most complete approach for pricing but very difficult to prove.
