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Sponsorship - Coggle Diagram
Sponsorship
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How sponsorship works
The main effect of sponsorship is that the brand ends up in the evoked set or the choice set of the consumer, without attitudinal-related effects.
Since sponsorships tend to occur in positively evaluated environments, the positive mood could enhance the positive image of the sponsors.
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Types of sponsorship
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MUSH sponsorship: Municipal, University, Social, Hospital sponsorship
Transaction-based sponsorship: company invests in a ‘good cause’ every time a consumer buys one of the company’s products.
Ambush/parasitic marketing: Confuses the consumer regarding affiliation status and indirectly associates with an event to gain recognition and benefits.
Budgets
it is impossible to provide detailed guidelines as to the required budgets of a sponsorship campaign
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