Sponsorship-linked marketing an der TU München

Karteikarten und Zusammenfassungen für Sponsorship-linked marketing an der TU München

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Lerne jetzt mit Karteikarten und Zusammenfassungen für den Kurs Sponsorship-linked marketing an der TU München.

Beispielhafte Karteikarten für Sponsorship-linked marketing an der TU München auf StudySmarter:

What are Strategic links? Give examples.

Beispielhafte Karteikarten für Sponsorship-linked marketing an der TU München auf StudySmarter:

What is Non-participator sponsorship?

Beispielhafte Karteikarten für Sponsorship-linked marketing an der TU München auf StudySmarter:

What are the trends in Sponsorship?

Beispielhafte Karteikarten für Sponsorship-linked marketing an der TU München auf StudySmarter:

In what ways can Sponsorship links be accomplished?

Beispielhafte Karteikarten für Sponsorship-linked marketing an der TU München auf StudySmarter:

Definitions of Sponsorship?

Beispielhafte Karteikarten für Sponsorship-linked marketing an der TU München auf StudySmarter:

Mention Brief history of Sponsorship

Beispielhafte Karteikarten für Sponsorship-linked marketing an der TU München auf StudySmarter:

What are the differences between sponsorship and advertising?

Beispielhafte Karteikarten für Sponsorship-linked marketing an der TU München auf StudySmarter:

Name the types of sponsorships:

Beispielhafte Karteikarten für Sponsorship-linked marketing an der TU München auf StudySmarter:

What is Participatory sponsorship?

Beispielhafte Karteikarten für Sponsorship-linked marketing an der TU München auf StudySmarter:

What does the Heuristic-systematic model, purpose?

Beispielhafte Karteikarten für Sponsorship-linked marketing an der TU München auf StudySmarter:

What is the Dual-attitude model based on?

Beispielhafte Karteikarten für Sponsorship-linked marketing an der TU München auf StudySmarter:

What is a two-process model of the MODE model?

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Beispielhafte Karteikarten für Sponsorship-linked marketing an der TU München auf StudySmarter:

Sponsorship-linked marketing

What are Strategic links? Give examples.

Less readily apparent (but construed) and mostly based on some characteristics of the audience, for the sponsored event or activity.

E.g., Mercedes Benz >Ballet.

High-priced male toiletries>Grand Prix

Heineken>Champions League

Sponsorship-linked marketing

What is Non-participator sponsorship?

When the sponsor does not appear on all the events or activities done by the sponsee. There’s usually a financial investment, but there is no direct association between a brand and the sponsee.

Sponsorship-linked marketing

What are the trends in Sponsorship?

  • The market-driven orientation of sponsorship: From patronage (less commercial) to sponsorship.
  • The increasing relevance of event sponsorship: differentiate from competitors, + consumers, an association of positive emotions with the product.
  • Sponsorship as a larger marketing tool: integrated into marketing philosophy -> sponsorship policy
  • Development of a sponsorship-linked marketing strategy: goals of sponsorships often relate to
    expectations of stakeholders-> reach
  • Leveraging and activation of sponsorship:

-Leveraging = all marketing communications collateral to the sponsorship.

-Activation = involve the target group in sponsorship.

Sponsorship-linked marketing

In what ways can Sponsorship links be accomplished?

1) Simple financial investment

2) Investment and arm’s length participation in the sponsorship

3) Investment and extensive participation in the sponsorship.

Sponsorship-linked marketing

Definitions of Sponsorship?

  1. Investments in causes or events to support overall corporate objectives (e.g. enhance corp. image) or marketing objectives (e.g., increase brand awareness)
  2. The exchange between the sponsor and event property, whereby the latter receives compensation and the sponsor obtains rights of association (to develop brand awareness and image)
  3. Investment in cash or kind in a sponsee, in return for access to the exploitable commercial and potential association with the activity/person/event by the investor (sponsor).

Sponsorship-linked marketing

Mention Brief history of Sponsorship

  • 65 BC (Julius Caesar reign) The support of Gladiators (on the earliest)
  • 1928: The first instance of Sports Sponsorship: Coca-Cola providing drinks to the USA Olympic Team
  • 1950s: The beginning of Social Sponsorship: President Dwight D. Eisenhower (USA), requested the Mutual of Omaha to sponsor the 1st presidential fitness program.
  • 1970s: Alcohol and Tabaco industry excluded from classical advertisement -> sponsorship, but not hat attractive for other industries
  • 1973: Jägermeister sponsors Eintracht Braunschweig = first German sponsor.
  • 1980 and early 1990s: marked the beginning sports sponsorships. In Germany, arts and culture, social, science and education and eco-sponsorships began in the ealry 90s. Media sponsorships in the mid-90s.

Sponsorship-linked marketing

What are the differences between sponsorship and advertising?

Sponsorship involves a fee paid in advance for future potential communication values.

-Requires leveraging (promotional spending, in addition to a sponsorship fee).
– The opportunity of association with the sponsored entity (does not usually happen with Advertisement)

Advertising offers a more knowable and more controlled communication
-Advertising is used to leverage sponsorship in order to increase the value of sponsorship for the company.

Sponsorship-linked marketing

Name the types of sponsorships:

  1. Sport sponsorship
  2. Arts and Culture sponsorship
  3. Social sponsorship
  4. Science and Education sponsorship
  5. Eco sponsorship
  6. Media sponsorship

Sponsorship-linked marketing

What is Participatory sponsorship?

Investment and extensive participation in the sponsorship -> active involvement of management, salespersons, employees into sponsorship (allows for grass-root image building)

Sponsorship-linked marketing

What does the Heuristic-systematic model, purpose?

Individuals process messages either heuristically (similar to the peripheral route in the elaboration likelihood model) or systematically (similar to the central route in the elaboration likelihood model). It assumes that individuals tend to minimize their use of cognitive resources and thus use short cuts rather than time-consuming elaborations. 

This assumption can be made for sponsorship-linked marketing messages too.

Sponsorship-linked marketing

What is the Dual-attitude model based on?

The assumption that individuals can evaluate the same attitude object (here: sponsors) differently, depending on how conscious and cognitively controlled the attitude formation process is.

Sponsorship-linked marketing

What is a two-process model of the MODE model?

  • Spontaneous path: judgments of or behavior toward an object being influenced by one’s
    construal of the object in an immediate situation
  • Deliberative path: analyzing costs and benefits of the utility of a behavior (opportunity for
    motivational factors)

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