COMPLETE STUDY GUIDE 1 SPONSORSHIP

COMPLETE STUDY GUIDE 1 SPONSORSHIP - Venue naming rights...

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Venue naming rights (p.3) – the marketer’s ability to have its name attached to a physical facility Licensing ( p.3) – contractual agreement that allows a marketer to use valuable trademarks and brand names of a sports property Endorsements (p.3) – using popular athletes to gain attention and influence selective demand for a variety of products Three subcategories of sports marketing (p.4) – 1) access to spectator sports events 2) the provision of venues for participation sports 3) sporting goods and apparel Sports event pyramid (p.5) - Licensing (p.49) – licensing of sports to sell nonsports products (Crock Pots w/ NASCAR likenesses, caskets with U of M logo) Licensing (p.50) - consistency Sports dominant strategy (p.50) – sponsorship based strategy, sports brand using sports (athlete endorsements, Reebok Stadium, adidas + Fifa, Nike college jerseys) Dorna Boards (p.76) – alternate the display of up to 28 ads in a venue Personal selling strategy (p.79) – distribution of free tickets, access to a luxury suite, gold course perfect place for conducting business Specialty advertising (p.80) – involves the placement of a marketer’s logo, trademark,
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This note was uploaded on 03/03/2011 for the course MKTG 3740 taught by Professor Atkin during the Fall '08 term at Western Michigan.

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COMPLETE STUDY GUIDE 1 SPONSORSHIP - Venue naming rights...

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