Mar 4711 Lecture Notes - Lecture 15: Promotional Mix, Walgreens, Integrated Marketing Communications
Document Summary
Sponsorships a relationship between a marketer and a property in which the marketer pays a cash or in-kind fee in return for access to the exploitable commercial potential associated with the property. . 4 billion in fifa world cup sponsors only 6, coca cola is the only that has been there from the very beginning. Sponsors are able to supplement so people can experience it the events. million agreement just for the rights. Other expensive onsite activation, promotional items. There can be conflicts w/ sponsors products: e. g. Bud sponsors event and another competitors the venue. Top of mind awareness or exposure for brands. Align market effort to thousands of people(fans) all of the time. Market team jobs are on the line. Proof of performance package of all the items activities. Company that analyze the value of sponsor. Try to measure value supply vs. demand. Teams (she showed a clip on alex thompson who is a world famous sailor.
