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chapter 11: sponsorship, Selecting sponsorship projects, defining relevant…
chapter 11: sponsorship
Selecting sponsorship projects
defining relevant selection criteria
grading the importance of the selection criteria
scoring each proposal on selection criteria
summing scores for each proposal
ranking proposals and determining cut-off points.
Types of sponsorship effectiveness measures
sponsorship effectiveness
exposure
communications results
sales and market share
feedback from participating groups
types of sponsorship
event-related
culture
arts
sports
entertainment
broadcast
ambush
cause-related
value marketing
transaction-based
MUSH
marketing communication objectives
awareness building
sales/ marketing share
brand image
corporate communication objectives
channel members and trade relations
opinion formers & decision makers
general public
employees