Chap005[1] - Sponsorship Success Sponsorship *Much Like...

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Sponsorship Success Sponsorship Success *Much Like Constructing a Building, a Sponsorship with a Solid Foundation Is More Likely to Endure – and Succeed – for an Extended Period of Time *A Sound Foundation Does Not Guarantee a Successful Sponsorship; however a Weak Foundation Is a Precursor to Failure Sponsorship Success Sponsorship Success There are 10 Fundamental Requirements (or Building Blocks) for the Construction of a Sound Foundation for Any Successful Sponsorship Program Building Blocks for a Sponsorship Foundation Sponsorship Foundation *Sponsorship Should Be: *Defined *Need to understand what a sponsorship Is *An Appropriately Selected Communications Medium *Fit the target market and communications goals *Objective-Led *Decision based on Organizational Goals Building Blocks for a Sponsorship Foundation Sponsorship Foundation *Sponsorships Should Be: *Integrated *Fits within and supports the sponsor’s IMC plan *Effectively Screened *Selected based on merit *Contracted *Written contracts help to avoid surprises and provide recourse in the case of non-compliance Building Blocks for a Sponsorship Foundation Sponsorship Foundation *Sponsorships Should Be: *A Long-Term Commitment *Ongoing serial sponsorship over time tends to be more effective than a “once-off” sponsorship *Protected from Ambush Marketing *Both the sponsor and the sponsee should engage in activities that identify and provide protection from ambush marketing efforts by nonsponsors Building Blocks for a
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Sponsorship Foundation Sponsorship Foundation *Sponsorships Should Be: *Leveraged *Sponsor should recall that sponsorship is not a stand-alone promotional tool and invest an adequate level of resources for collateral support *Evaluated *Marketer will not know if the sponsorship succeeded or failed if there is no attempt to measure the results Sponsorship Commitment: Sponsorship Commitment: The Two Key Questions The Two Key Questions *How Much Will the Sponsorship Cost? *What Are the Key Timelines Involved?
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This note was uploaded on 08/04/2011 for the course ADV 4301 taught by Professor Annrodriguez during the Summer '11 term at Texas Tech.

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Chap005[1] - Sponsorship Success Sponsorship *Much Like...

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