Chap007[1] - Leveraging Leveraging *Sponsorship Has Been...

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Leveraging Leveraging *Sponsorship Has Been Characterized as a License to Spend More Money *Sponsorship Is Not a Stand-Alone Activity *Need to Support Any Sponsorship with Additional Efforts Designed to Reinforce Awareness that the Marketer is an Official Sponsor of the Property Leveraging Leveraging *Also Referred to as: *Activation *Collateral Support *Defined as: *“the set of strategic initiatives that are designed to support and enhance the sponsorship” Why Leverage? Why Leverage? *Reinforce Relationship in Consumers’ Minds *Reduce Vulnerability to Ambush Marketing *Increase Likelihood that the Sponsorship Will Achieve Its Anticipated Objectives How Much Should Be Spent How Much Should Be Spent on Leveraging Activities? on Leveraging Activities? *No Universal Agreement *Actual Amounts Vary Significantly *Generally Accepted Standard is That a Minimum of $1 Should Be Spent on Leveraging for Each $1 Committed to Rights Fees Leveraging in Practice Leveraging in Practice *IEG Reported Expenditure Ratio in 2004: $1.30 Spent on Leveraging for Each $1.00 Paid in Rights Fees *New Report Indicates that Ratio Increased in 2007 to an All-time High of $1.90 Leveraging Techniques Leveraging Techniques Theme-Based Advertising Theme-Based Advertising *Use Advertising that Focuses on the Same Theme Germane to the Sponsored Event *For example: * adidas Sponsors FIFA and the World Cup of Soccer; They Use TV and Magazine Ads that Feature a Soccer Theme to Leverage that Sponsorship Example of Theme-Based Ad Example of Theme-Based Ad Advertise During Advertise During the Broadcast of the Event the Broadcast of the Event *Often, Sponsors Are Given Opportunities to Purchase Advertising Time Prior to that
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Time Being Offered to Nonsponsors *For Example: *McDonald’s Airs TV Advertisements during the Olympic Broadcast in an Effort to
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Chap007[1] - Leveraging Leveraging *Sponsorship Has Been...

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