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Chap006[1] - Pre-event Evaluation Pre-event*An Effort to...

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Pre-event Evaluation Pre-event Evaluation *An Effort to Evaluate Sponsorship Opportunities with the Goal of Identifying the Best Opportunities for Investment while Rejecting those that are Unlikely to Produce an Adequate Return on the Sponsorship Investment *Recall Earlier Premise that Sponsorship Motives Have Evolved to Focus on ROI When Are Pre-event Evaluations Needed? Evaluations Needed? *When Existing Contracts Expire *When New Opportunities Emerge *Property Initiates Sponsorship Program *Existing Sponsors of Property Drop Out *Property Increases Number of Sponsors *New Property Emerges and Seeks Sponsors *When a Marketer Decides to Seek Sponsorship Opportunity for First Time Evaluation by the Evaluation by the Potential Sponsor Potential Sponsor *Identify Corporate Marketing Objectives *Delineate & Prioritize Specific Sponsorship-based Objectives *Identify Set of Evaluation Criteria *Assign Weight to Each Criterion in Model *Rate Each Criterion (for Each Alternative)
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