Basics
(True or False). Sponsorship is a form of affinity marketing.
True
Chapter 1 – What is Sponsorship, Slide 3
(True or False). Without a good fit between sponsor/property, the effectiveness and efficiency of the sponsorship activity can be greatly diminished.
True
ES page 56
(True or False). A sponsorship proposal is a business proposal.
True
ES Textbook Page 74, Day 1 Slide 6
(True or False). If there are cuts in ad budget one of the first things to go are event sponsorships.
True
ES Textbook Page 103, Slide 7
Impressions are the only evaluation for measuring the benefit of a sponsorship.
False
ES Textbook Page 103, Slide 6
Providing goods, services, or donated time/facilities is an example of what kind of sponsorship?
In-kind
ES Textbook Page 6 & 7, Slide 6
When developing a sponsorship strategy, it is important to do what to ensure potential sponsors align with the brand's values.
Evaluate
EMG3200 W10.C27 - Sponsorship Fit - The Fit Between Sponsorship and Sponsee, ES Textbook Page 49, Slide 10
A proposal, not a prospectus, needs to be ___________ based on the potential targeted sponsor.
Personalized
ES Textbook Page 79, Slide 17
In order to maintain a long-term relationship between the sponsor and the event producer, it is essential to do what?
Hold regular meetings
W13.C33 - Managing the sponsorship, ES Textbook Page 97-98, Slide 21
Sponsors seek at least what ratio of ROI?
2:1 ROI Ratio, if not higher, for any activation they engage in
** A 3:1 or a 4:1 ROI ratio to justify the investment is becoming the norm.
EMG3200 W13.C34 - Measuring Sponsorship ROI, Page 106 of the ES Textbook; Slide 12
Showcasing products, driving sales, entertaining clients, and differentiating from competitors are all reasons organizations or brands choose to do what?
Choose to sponsor
EMG3200 W10.C25 - What is Sponsorship, Slides 18
What are the two criteria of congruency?
Relevancy and Expectancy
EMG3200 W10.C27 - Sponsorship Fit, ES Textbook Page 48, Slide 8
The organization inventory, a benefits inventory, an executive summary, and market research are all examples to be included in what type of document?
Sponsorship proposal
HINT ****** Be able to identify the core elements of a sponsorship proposal, what should be included and what it is.
The three elements of a contract process consist of what?
Consideration to create mutuality of obligation, an offer, and acceptance
W13.C33 - Managing the sponsorship, ES Textbook Page 88, Slide 5
Evaluation is a critical component of sponsorships. There are three primary reasons as to why evaluation is critical, name these reasons.
(1) If the objectives were achieved,
(2) If the return on sponsorship was worthwhile, and
(3) to help improve management
EMG3200 W14.C36 - Measuring ROI, Slide 8
Sponsorship partnering, according to John Crompton, should offer ______ benefits.
Mutual
ES Textbook Page 7, Slide 7
The degree to which an item or information falls into a predetermined schema or structure evoked by the theme explains which congruency of fit?
Expectancy
*Know them both!
EMG3200 W10.C27 - Sponsorship Fit - The Fit Between Sponsorship and Sponsee, Slide 8
What are the three primary sponsorship forms?
1) A sponsorship proposal
2) A sponsorship prospectus
3) A sponsorship servicing plan/Sponsorship Management Plan
***** Be able to talk about each!
Each sponsorship regardless of its size requires what?
A sponsorship plan
ES Textbook Page 96-97, Slide 20
Measuring the success of a sponsorship that is conducted through sales performance is what kind of measurement item?
Sales Effectiveness
*****Know the other ways to measure a sponsorship's success: Media exposure and communication effectiveness
ES Textbook Page 106-107, Slide 13 (Slide 13-15 for all measurement details)
Sponsorship plans need to include what in order to fully realize its potential?
Sales promotion
EMG3200 W10.C26 - Sponsorship and Marketing Benefits - ES Textbook Chapter 3: Page 41; Slide 30
When the sponsor attributes match the characteristics of the event, this describes which dimension of fit?
Typicality
**Know the seven dimensions of fit
EMG3200 W10.C27 - Sponsorship Fit - The Fit Between Sponsorship and Sponsee, Slides 17 - 20
When approaching our sponsor hit list, identifying companies that are trying to achieve the same goals as the event, is referred to as what type of approach?
The objectives approach
Note - There are 3 approaches: Audience, Objectives, Attributes
...know each of them
ES Textbook Page 79, Day 2 Slide 16
Research effectiveness of sponsorship has evolved over time and become increasingly sophisticated in order to quantify the benefits due to the corporate demand for what?
Accountability
ES Textbook Page 103, Slide 7
Valuation factors that produce a halo effect typically fall under which category of value factors?
Intangible value
*The Qualitative Value of being associated with the event
**Know the other Valuation Factors (Tangible Value and Market Value)
EMG3200 W13.C34 - Measuring ROI, Slide 15-19