GMR

Question 1

Comcast execution elements

Answer 1

Focuses on acquisition

• Better tv experience
• Get new customers
• Upgrade current customers

Question 2

Criteria used to evaluate sponsorship

Answer 2

• How long is the variable on tv?

- What’s the going rate for tv spot at that time?

Question 3

Strategy for Comcast

Answer 3

• Set objectives
• Put together proposal for sponsorship (many parts: media, tickets, hospitality, star appearances, signage)
• Negotiate terms with client

Question 4

Activation for Comcast

Answer 4

• Design creative sponsorship elements (contests, promotions, giveaways)
• Engage consumers through sponsorship elements

Question 5

Measurement for Comcast

Answer 5

• Performance recaps (total exposures, impressions, media value)
• Ongoing research