Unformatted text preview: When are pre-event evaluations needed? Steps in the pre-event evaluation process – what happens in each of them? How marketers apply the evaluation process What is benchmarking How to measure the effectiveness of a sponsorship Concerns surrounding post-event evaluation How accountable is the sponsee ***SKIP THIS SECTION: New & Improved Measures*** What is licensing? History of licensing What is intellectual property How does brand equity impact licensing agreements Characteristics of licensing agreements Benefits of licensing, for the licensee and the licensor Problems with counterfeit and other infringements; remedies for these problems...
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- Spring '11
- sponsorship, comprehensive sponsorship agreement