{[ promptMessage ]}

Bookmark it

{[ promptMessage ]}

SPM 325 - lecture 20

The goal find potential customers patterns of

Info icon This preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: or logo establishes the company as part of what the team, event or league represents that is lasting and valuable. The Goal: Find potential customers’ patterns of attitude & activity, then fit your promotion to these patterns. Making the Connection Making the Connection Kia has focused their sports advertising on the NBA. Their magazine ads promote their TV sponsorship. ­ Multi­platform integration Sponsorship/ Entitlement Examples Sponsorship/ The Stadium Name Game The 3 of 30 Arenas do NOT have name sponsors 7 of 32 Stadiums have no name sponsor 11 of 30 Stadiums have no name sponsor The $20 million per year club: Citi Field Barclays Center MetLife Stadium AT&T Stadium Mets Nets Giants/ Jets Dallas Cowboys $10­15 million per year: Reliant Stadium Philips Arena FedEx Field Houston Texans Atlanta Hawks Washington Redskins Sponsorship Rights Sponsorship 1. Use of Logo, name, trademark connecting product with event 2. Exclusive category association 3. Entitlement: event, facility, series 4. Official sponsor, supplier, product or “presented by” designation 5. Exclusive use of product or service at event or venue 6. Joint promotional or advertising campaigns Sports Sponsorship Benefits Sports 1. Increase public awareness of the product/ service 2. Alter or reinforce public perceptions 3. Identify the company with market segments 4. Involve the company with a community/ region 5. Builds goodwill with decision-makers 6. Generates medi...
View Full Document

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern