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KRLS 105 > Sponsorship > Flashcards

Sponsorship Flashcards

1
Q

Sponsorship now has a 5th element (promotion mix), with:

A
  • personal selling
  • advertising
  • publicity
  • incentives (AKA sales promotions)
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2
Q

Platform:

A

the central theme around which the sponsor can develop a consistent promotional message

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3
Q

The platform is important because….

A

the sponsorship doesn’t offer a direct message as to why a brand should be purchased

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4
Q

Trend in sponsorship platform is to have fewer _____ but _____ more in leveraging each.

A
  • sponsorships

- invest

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5
Q

2 basic costs in leveraging the sponsorship platform:

A
  • direct sponsorships investment

- indirect activation of the sponsorship

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6
Q

Typically $___ in activation spent for every $___ on direct sponsorship.

A
  • $3

- $1

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7
Q

Media involvement:

A

extent of anticipated media involvement prominent in negotiations

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8
Q

Media coverage a key to brands seeking….

A

awareness or image enhancement

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9
Q

3 ways to pursue media coverage:

A
  • negotiate trade-outs with TV, radio, or newspaper
  • media pays to sponsor event in exchange for rights to sell other sponsorships
  • secure editorial coverage
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10
Q

Securing editorial coverage can include…

A
  • properties buy block of time from the network, then sell ad time
  • the property purchases advertising time in exchange for title credits and mentions in promotions
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11
Q

6 platform elements:

A
  • signage
  • awards
  • internet
  • retail promotions
  • personalized service
  • licensing
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12
Q

Sponsorship commitment:

A
  • need time to establish linkages
  • long term relationships may leave legacies
  • 3 year minimum recommended
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13
Q

2 reasons why sponsors do not renew:

A
  • sponsor management or market conditions may change

- reduction in impact of sponsorship

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14
Q

For both men and women, max beer consumption and sports participation peak between ages ____ and ____.

A

18 and 29

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15
Q

4 types of benefit packages:

A
  1. title sponsor
  2. presenting sponsor
  3. official sponsor
  4. official supplier
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16
Q

Title sponsor:

A
  • name integrated into event
  • has input into organization of event
  • can result in inc. costs
17
Q

Presenting sponsor:

A
  • usually pay 1/2 to 1/4 of what title sponsor pays
  • given rights to associate within a specific product category
  • will try to narrow categories to increase the number of possible sponsors
18
Q

Official sponsor:

A
  • pay 10% of title fee
  • part of product categories not reserved by presenting sponsors
  • allows smaller companies with fewer $$$ to have sponsorship opportunity
19
Q

Official supplier:

A
  • do not have obvious link to event

- offer goods or services to organization staging the event

20
Q

Using hierarchy of types of benefit packages allow potential sponsors to…

A

choose level of investment

21
Q

Potential sponsors usually presented ____ package first

A

top level

22
Q

Acceptability of the price will depend on ….

A

other sponsorship opportunities available

23
Q

Most of the fee (___%) should be paid up front.

A

65%

24
Q

Issues addressed in a sponsorship agreement:

A
  • official status
  • sponsorship fee
  • title rights
  • TV exposure
  • public relations and media exposure
  • logo use
  • signage
  • advertising rights
  • athlete use
  • hospitality rights
  • point of sale promotion
  • direct mail lists
  • product sampling
  • legal liability
  • future options
25
Q

Measuring sponsorship impacts: Media equivalencies quantifying:

A
  • duration of TV coverage, including verbal and visual mentions
  • duration of radio mentions
  • press coverage (measured in column inches)
26
Q

Media coverage weighed to reflect:

A
  • relative attractiveness of different types of media coverage
  • quality of media coverage
  • amount of clutter
27
Q

Often inflated:

A
  • article length equated with advertising space
  • full rate card value is assumed when few companies actually pay full price
  • assumes that time of exposure adds up to equivalent commercial spot
28
Q

Issues on sponsorship:

A
  • recall is often faulty

- market leaders given credit for sponsoring

29
Q

____ _____ _____ may yield ongoing sponsorship relationships.

A

carefully planned strategies

30
Q

Best approach to evaluation is for sponsor to ….

A

determine what it is looking for in terms of benefits

31
Q

Be sure to clarify…

A

all terms of sponsorship agreement in advance to avoid issues

KRLS 105 (16 decks)

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