True/False
Sponsorship is considered the same as advertising
False
What does PNC Bank’s sponsorship with NASCAR exemplify?
What is the definition of "Cause Marketing"
Cause Marketing is marketing efforts that tie an organization with a charitable cause such as the Make-a-Wish Foundation or American Heart Association.
Provide three examples of sponsorship.
Advertisements in game programs, on-site signage, and broadcast opportunities.
Name the year when ambush marketing first became widely recognized during an international sporting event.
The 1984 Olympics.
Companies typically use sponsorship as a vehicle to increase brand loyalty
True
Effective sponsorships are consistent with which of the following?
What is a "Rate Card" in the context of sponsorships
A Rate Card is a published price list for purchasing advertising time or space in an event or property.
List three ways a company might implement sponsorship programs.
Retail promotions, media awareness, and venue/event on-site promotions.
Who was the athlete involved in the 1992 Olympics ambush marketing incident with Nike?
Michael Jordan.
Ambush marketing typically occurs at low profile events
False
Which of these events have been a stage for ambush marketing tactics?
Define "Ambush Marketing"
Ambush Marketing occurs when one brand pays to become an official sponsor of an event, and other competing brands try to connect themselves with the event without paying the sponsorship fee.
Identify three factors that have impacted the growth of sponsorship
Growing frustration with traditional media, technology and media interest in sports, and increased consumer acceptance.
Which major sporting event first introduced the concept of exclusive sponsorship categories?
The 1984 Los Angeles Olympics.
Sponsorship programs must meet the needs of the sponsoring party to be effective
True
What is the first step to the sponsorship sales process?
What does "Inventory" in a sponsorship context refer to?
Inventory defines exactly what assets an event or property has available to sell, such as advertising spaces, promotional opportunities, and more.
Give examples of three pieces of sponsorship inventory.
Game program advertisements, on-site digital displays, and naming rights to sections of the venue.
Explain cause marketing and provide an example.
Cause marketing refers to marketing efforts that link an organization with a charitable cause to gain consumer support while benefiting the cause. An example is The UPS Store's partnership with NASCAR to support "Toys for Tots." This campaign involved selling commemorative die-cast replicas of a special car, with proceeds supporting Toys for Tots, and offering pledge cards in stores.
Activating the sponsorship refers to actions taken to decrease its impact
False
Companies use sponsorship to:
Explain the term "Activation" related to sponsorships
Activation refers to the action taken to escalate the impact of a sponsorship and to increase its overall value through various promotional activities.
Name two characteristics in celebrities that appeal to marketers
High levels of performance and a strong, positive public image.
Select a celebrity you think would be a good fit as a brand ambassador for UPS and explain why.
A celebrity or athlete with a strong positive public image, widespread recognition, and values aligning with the brand's mission. For example, LeBron James could be a great fit for FedEx due to his extensive philanthropy work and strong leadership qualities, which align with FedEx's community engagement and leadership values.