MKT 441 Exam 2 – Study Guide, Practice Questions & Exam Review
Sponsorship and The Marketing Mix - ANS ✔✔Sales, PR, Brand, Promotion, Advertising all
surround Sponsorship
Sponsorship - ANS ✔✔The acquisition of rights to affiliate or directly associate with a product or
event FOR THE PURPOSE OF DERIVING BENEFITS to that affiliation or association.
Sponsorship Model - ANS ✔✔1. Persuasive Message
2. Standardization
3. Guaranteed Reach
4. Evaluation of Effectiveness
5. Turnkey
Sponsorship Advantages - ANS ✔✔Credibility, Image, Internal Morale, Sales Opportunities,
Access to Live Audience
Sponsorship Categories - ANS ✔✔Sports
Entertainment, Tours & Attractions
Cause-Related Marketing
Festivals, Fairs & Annual Events
The Arts
Associations & Membership Organizations
Sponsorship Market - ANS ✔✔Sports - 70.7%
Entertainment - 10.1%
Causes - 9.1%
, Arts - 4%
Festivals - 3%
Associations - 3%
Reasons for Growth - ANS ✔✔Success of 1984 Olympic Sponsorship
Print and TV Decreased Effectiveness
Potential Cost Benefits for Exposure to Audience
Increased Opportunities through New Offerings
Opportunity for Differentiation
Motivation to Sponsor - ANS ✔✔Ego, Philanthropy, ROI
value (price) - ANS ✔✔what the buyer gives up in the exchange process
Sponsorships should be... - ANS ✔✔Well Defined -> Fit Target Market -> Objective Led ->
Integrated
Sponsorships - What Do I Need? - ANS ✔✔Exclusivity, Protection, Measurements,Account
Support, First Right of Refusal, Recognition
Sponsorships Rights and Benefits - ANS ✔✔Purchase of Media Time, Promotional Rights,
Endorsements, Logo Placement on Apparel, Tickets/Hospitality, Website/Digital
Types of Sponsors - ANS ✔✔Official Sponsor, Presenting Sponsor, Official Supplier, Title Sponsor,
Marketing Partner
Public Perception - ANS ✔✔Attain positive PR, Shape consumer attitudes, Viewed as good
corporate citizen, Philanthropy
Sponsorship and The Marketing Mix - ANS ✔✔Sales, PR, Brand, Promotion, Advertising all
surround Sponsorship
Sponsorship - ANS ✔✔The acquisition of rights to affiliate or directly associate with a product or
event FOR THE PURPOSE OF DERIVING BENEFITS to that affiliation or association.
Sponsorship Model - ANS ✔✔1. Persuasive Message
2. Standardization
3. Guaranteed Reach
4. Evaluation of Effectiveness
5. Turnkey
Sponsorship Advantages - ANS ✔✔Credibility, Image, Internal Morale, Sales Opportunities,
Access to Live Audience
Sponsorship Categories - ANS ✔✔Sports
Entertainment, Tours & Attractions
Cause-Related Marketing
Festivals, Fairs & Annual Events
The Arts
Associations & Membership Organizations
Sponsorship Market - ANS ✔✔Sports - 70.7%
Entertainment - 10.1%
Causes - 9.1%
, Arts - 4%
Festivals - 3%
Associations - 3%
Reasons for Growth - ANS ✔✔Success of 1984 Olympic Sponsorship
Print and TV Decreased Effectiveness
Potential Cost Benefits for Exposure to Audience
Increased Opportunities through New Offerings
Opportunity for Differentiation
Motivation to Sponsor - ANS ✔✔Ego, Philanthropy, ROI
value (price) - ANS ✔✔what the buyer gives up in the exchange process
Sponsorships should be... - ANS ✔✔Well Defined -> Fit Target Market -> Objective Led ->
Integrated
Sponsorships - What Do I Need? - ANS ✔✔Exclusivity, Protection, Measurements,Account
Support, First Right of Refusal, Recognition
Sponsorships Rights and Benefits - ANS ✔✔Purchase of Media Time, Promotional Rights,
Endorsements, Logo Placement on Apparel, Tickets/Hospitality, Website/Digital
Types of Sponsors - ANS ✔✔Official Sponsor, Presenting Sponsor, Official Supplier, Title Sponsor,
Marketing Partner
Public Perception - ANS ✔✔Attain positive PR, Shape consumer attitudes, Viewed as good
corporate citizen, Philanthropy
