Chapter 16

Question 1

event sponsorship benefits

Answer 1

word of mouth
brand exposure
leverage
possitive association between event participants and brand

Question 2

product placement

Answer 2

product is in background of movie, we can see the brand (TV, movies, video games)

Question 3

Branded entertainment

Answer 3

when we need the brand in order to have that entertainment

Ex-transformers, nascar—we need the brands all over the car! Brand is needed!

Question 4

media impressions

Answer 4

Instances in which a product or brand is exposed to potential consumers by direct newspaper, television, radio, or magazine coverage (rather than the payment of these media as venues in which to advertise). The effectiveness of sponsorship spending is often judged by the comparison of media impressions to traditional media advertising, such as commercials.

Question 5

Managing Event Sponsorship Benefits

Answer 5

Hard to determine, especially if CEO ego is involved
Nielsen has developed software for assessment
Advertisers seek “media impressions” from brand exposures during the event

Question 6

Leverage Event Sponsorship

Answer 6

Leverage the Event
Collateral communication that reinforces the event— news coverage, PR, word-of-mouth, etc.
Can be used to entertain/reward key customers,motivate sales force and employees
Can be used to sell branded premiums