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CHAPTER 17 Notes ADV205

CHAPTER 17 Notes ADV205 - CHAPTER 17 IMC PUBLIC RELATIONS...

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CHAPTER 17: IMC: PUBLIC RELATIONS, SPONSORSHIP, AND CORPORATE ADVERTISING (PAGE 435) SPONSORSHIPS (PAGE 447) Book Definition: Sponsorship : A cash or in-kind fee paid to an event or organization in return for  access to the exploitable commercial potential associated with that event or  organization.  Ambush marketing (PAGE 451) Book Definition: Ambush Marketing : A promotional strategy utilized by non-sponsors to capitalize  on the popularity or prestige of an event or property by giving the false  impression that they are sponsors, such as by buying up all the billboard space  around an athletic stadium.  Often employed by the competitors of the property’s  official sponsor.  Special types of sponsorships (PAGES 450-452) Sports marketing Entertainment Causes Arts Festivals, fairs, and annual events Associations and membership organizations Venue marketing Book Definition of Venue Marketing (Page 453): A form of sponsorship that links 
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CHAPTER 17 Notes ADV205 - CHAPTER 17 IMC PUBLIC RELATIONS...

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