Chapter Twelve Oultline - Chapter 12 Sponsorship, Product...

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Chapter 12 Sponsorship, Product Placements, and Branded Entertainment
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Event Sponsorship The list of companies sponsoring events grows with each passing year, and the events include a wide variety of activities. Of these activities, sports attract the most sponsorship dollars because of large audiences and the ease of overlapping the event’s participants with the marketer’s target audience. Marketers use media impressions to gauge the effectiveness of marketing dollars spent on event sponsorships. Building the Brand: Sponsorship can help build brand familiarity and can promote brand loyalty by connecting a brand with powerful emotional experiences. Audience Characteristics: In most instances allows a marketer to reach a well-defined target audience. Leveraging: Events can also facilitate face-to-face contacts with key customers, and they present opportunities to distribute product samples, sell premiums, and conduct consumer surveys.
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Event Sponsorship, Continued Exhibit 12.1 When Event Sponsorship is a Winner
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Chapter Twelve Oultline - Chapter 12 Sponsorship, Product...

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