MKT 3401 Lecture : MKT 3401 Final Notes
Document Summary
Sponsorship whenever a company enters into an contractual agreement with a sport entity for the right to gain entry and rights into a venue for the exchange of certain benefits; Gain visibility, name recognition, target market, a sales driven force, and image enhancement. Exclusivity the greatest benefit; the only product in the product. Signage category that is allowed in the venue; ex: powerade in. Tiger stadium only see blue which is powerade"s color) Ambush marketing when a company finds a way to gain unauthorized market share by getting their product into a venue that is already under contract with their competitor. Does it actually work? (dairy industry begins the got milk? campaign, incredibly poplar, but does not increase sales until they begin targeting women) Look at where your target audience is located in terms of time: sponsorship, benefits from sponsorship, reasons why sponsorships fail, t. v, radio, billboards, newspaper, promotional mix, advertising.
