MKT 828 Study Guide - Midterm Guide: Naming Rights, Relationship Marketing, Marketing Mix

• School: Ryerson University
• Department: Marketing
• Course: MKT 828
• Professor: Marla Spergel

Document Summary

Promotional licensing agreement that have become a commonplace in sport/lifestyle marketing. Promotional licensing is an umbrella term that encompasses sponsorship. They assume all costs associated with activating this promo and pay licensing fee to nba to be a corporate partner. Assumption of social responsi[;ility to the commercial objectives normally associated with advertised. Involve company in community or key geographic markets. Involves developing mutually beneficial relationships with the media and assisting the media on a variety of issues. Function relates closely to relationship marketing and focus on building long term relationships. Vital part of sports marketing strategy and critical component of effective sponsorship plans. Sponsor interested to include community, charity etc. element. Essential part of marketing mix, includes a number of ingredients that influence the attractiveness of the events held within from accessibility to other transportation related issues to design and layout, amenities and personnel. Box office sales turned into online sales, went from 90:10 to 20:80 with nba.