Vocabulary

Question 1

Authenticity

Answer 1

The quality of being genuine and natural, a powerful influence on brand loyalty.

Question 2

Branded Experience

Answer 2

The consumer experience itself in experiential marketing.

Question 3

Consumer Event Congruity/ Fit

Answer 3

When an event sponsor fits a consumer’s image and sense of self.

Question 4

Event Social Responsibility

Answer 4

An opportunity for (sports) sponsors to demonstrate good corporate citizenship, generate positive word of mouth, and boost both attendance and patronage intent.

Question 5

Event Sponsorship

Answer 5

Providing financial support to help fund an event, in return for the right to display a brand name, logo, or advertising message on-site at the event.

Question 6

Event Sponsorship Measurement l

Answer 6

Includes (but is not limited to) models and metrics on the following areas: event–sponsor fit, attitude, event social responsibility, sponsorship awareness, image transfer, affect transfer, brand meaning transfer, and sponsorship patronage (i.e., preference toward buying from the sponsoring brand).

Question 7

Experiential Marketing

Answer 7

Marketing of and with the consumer experience.

Question 8

Leveraging

Answer 8

Any collateral communication or activity reinforcing the link between a brand and an event.

Question 9

Media Impressions

Answer 9

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 10

Product Placement

Answer 10

The sales promotion technique of getting a marketer’s product featured in movies and television shows.

Question 11

Sponsor-Event Congruity/Fit

Answer 11

The degree to which consumers perceive the sponsor and sponsee as congruent in both image and function.

Question 12

Sponsorship Activation

Answer 12

Any collateral communication or activity reinforcing the link between a brand and an event is referred to as leveraging or activating a sponsorship.

Question 13

Sponsorship Articulation

Answer 13

Integrated brand promotion that explains the event sponsorship.

Question 14

Sponsor Spillover

Answer 14

An earlier sponsor still may get “credit” for being the sponsor in the consumer’s memory—even when a new brand is the sponsor.