Paper #3 - Ashley Sellers Marketing 3800 Paper #3 7/19/10...

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Ashley Sellers Marketing 3800 Paper #3 7/19/10 Category exclusivity and venue signage are viewed at the most important components in sponsorship. I think this is true because category exclusivity is a guarantee to the sponsor’s that their competitor will not be permitted to become associated with the sponsee. This is important when world events occur such as the Olympics and many people from all around the world attend this event and McDonald’s and Coca-Cola where two of the biggest sponsors it guarantee’s them that their competition, Pepsi and Burger-King will not be involved in any official capacity. This means that only Coca-Cola and McDonald’s were sold and advertised at the Olympics taking away that chance for their competition. The component category exclusivity was rated 64%, the highest of all the components. The venue signage is important because it includes the actual signs that are identifying and promoting the sponsor at the Event Venue. This helps reinforce the relationship in the consumers’ minds. This allows Coca-Cola for example to
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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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Paper #3 - Ashley Sellers Marketing 3800 Paper #3 7/19/10...

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