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Chap009[1] - Introduction Introduction*Pre-event Evaluation...

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Unformatted text preview: Introduction Introduction *Pre-event Evaluation Provided a Projection of How Effective a Potential Sponsorship Might Be if Implemented *Postevent Evaluation Provides an Assessment of How Well a Sponsorship Actually Performed – Was It a Productive Investment? Sponsorship Accountability Sponsorship Accountability *Cost versus Benefits *ROI *Best Use of Scarce Resources *Maximize ROI *Lack of a Standard Measure *No consensus on how to measure ROI Postevent Evaluation Methods Postevent Evaluation Methods *Qualitative Assessments *Market Response *Change in Sales *Impact on Trade Participation *Change in Consumer Attitudes *Media Equivalencies *Comparable Value *Share Qualitative Assessments Qualitative Assessments *Judgment & Perception *For Example: *AT&T Indicates that Its Sponsorship of the USOC Is a Good Investment because of the High-Impact, Emotional Appeal of the Olympic Games to American Consumers Market Response: Market Response: Change in Sales Change in Sales *How Much Did Sales Increase as a Result of the Sponsorship? *Commonly Applied Measures: *Before-and-After Measurements *Comparison to “Same Period” Sales *Compare Sponsorship Region to Rest of Market *Tie Sales Directly to the Sponsored Event Market Response: Market Response: Impact on Trade Participation Impact on Trade Participation *“Trade” Represents the Intermediaries, Especially the Retailers,” that Operate within the Sponsor’s Distribution Channel *Measure The Trade’s Increased Involvement with the Sponsor and the Sponsor’s Products Market Response: Market Response: Impact on Trade Participation Impact on Trade Participation *Increase in POS Display at Retail Stores *Increase in Shelf Space *Increase in the Number of Stores Selling the Sponsor’s Products *Investments in Cooperative Advertising Example of Market Response: Example of Market Response: Impact on Trade Participation Impact on Trade Participation *Listerine Sponsored “Taste of Chicago” *Number of Displays in Retail Stores in the Chicago Area Increased by 112% *Retailer Participation in Cooperative Advertising Reached the Highest Level in the History of the Listerine Brand Market Response: Market Response: Change in Consumer Attitudes Change in Consumer Attitudes *What Attitude Is to Be Measured? *Requires a Measurement of that Attitude Prior to the Implementation of the Sponsorship Program (Prior to the Initiation of the Leveraging Effort) Market Response: Market Response: Change in Consumer Attitudes Change in Consumer Attitudes *What Percentage of Consumers Anticipate Purchasing the Sponsor’s Products? *What Percentage of the Consumers Have a Favorable Opinion of the Sponsor? *How Has the Sponsor’s Image Changed in the Eyes of the Consumers?...
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Chap009[1] - Introduction Introduction*Pre-event Evaluation...

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