KNES 472 Lecture Notes - Lecture 7: Marketing Mix

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10 Mar 2020
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Sport sponsorship generates goodwill amongst consumers: the amount of goodwill generated can vary depending on: (1) the kind of sport property being sponsored. (2) the degree of involvement that consumers have with the sport property. (3) the time at which the sponsor becomes involved. (4) when and how the sponsor ceases the sponsorship. More goodwill is created for sponsorship of social causes, such as community-based sports organizations. Goodwill is usually greatest when the consumer is personally involved in the sport activity that is being sponsored. The time at which a sponsor becomes involved with a sport property can influence the level of goodwill associated with it: consumers might conclude that the sponsor was only involved in order to exploit the opportunity. Leveraging sponsorships = getting value out of the sponsorship investment: concerned with getting the maximum amount of benefit and advantage from the sponsorship through careful integration with other elements of the promotions and marketing mix.

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