Podcast
Questions and Answers
What are the planned activities or programs sponsors conduct around their sponsorships?
What are the planned activities or programs sponsors conduct around their sponsorships?
Activation
What is it called when a non-sponsor conducts activities to capitalize on the excitement of a property?
What is it called when a non-sponsor conducts activities to capitalize on the excitement of a property?
Ambush Marketing
What is a company's logo appearing on-screen with a verbal mention called?
What is a company's logo appearing on-screen with a verbal mention called?
Billboards
What are characteristics about a brand that are often mentioned to describe a brand called?
What are characteristics about a brand that are often mentioned to describe a brand called?
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What does B2B stand for?
What does B2B stand for?
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What is one aspect of a sponsorship negotiation that ensures the sponsor that its business competitors cannot purchase similar rights and benefits?
What is one aspect of a sponsorship negotiation that ensures the sponsor that its business competitors cannot purchase similar rights and benefits?
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What are examples of Consumer Packaged Goods?
What are examples of Consumer Packaged Goods?
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What is marketing products/information directly to consumers called?
What is marketing products/information directly to consumers called?
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What is the most desirable location in a retail store called?
What is the most desirable location in a retail store called?
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What does endemic mean when it comes to sports sponsorships?
What does endemic mean when it comes to sports sponsorships?
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What is additional content within sports programming that adds to the viewer's experience called?
What is additional content within sports programming that adds to the viewer's experience called?
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What are a property's registered trademarks or logos called?
What are a property's registered trademarks or logos called?
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What type of sponsorship involves the sponsoring company's name appearing in the title of a venue?
What type of sponsorship involves the sponsoring company's name appearing in the title of a venue?
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What is a sponsor that is one of a group of sponsors called?
What is a sponsor that is one of a group of sponsors called?
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What is the term for working towards a common goal or having common interests?
What is the term for working towards a common goal or having common interests?
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What is it called when a sponsor involves its partners in activation efforts?
What is it called when a sponsor involves its partners in activation efforts?
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What type of sponsorship has a sponsor's name listed after the name of the property/event?
What type of sponsorship has a sponsor's name listed after the name of the property/event?
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What is a property that sells sponsorship rights and benefits to an event, league, or team called?
What is a property that sells sponsorship rights and benefits to an event, league, or team called?
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What is one of the biggest challenges in sponsorships?
What is one of the biggest challenges in sponsorships?
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What model is based on whether the sponsor's objectives for the sponsorship have been met?
What model is based on whether the sponsor's objectives for the sponsorship have been met?
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What is it called when a company pays another for specific rights and benefits?
What is it called when a company pays another for specific rights and benefits?
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What are the specific rights and benefits the sponsor negotiates from a property called?
What are the specific rights and benefits the sponsor negotiates from a property called?
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What is an evaluation tool used to identify the Strengths, Weaknesses, Opportunities and Threats of a property or issue called?
What is an evaluation tool used to identify the Strengths, Weaknesses, Opportunities and Threats of a property or issue called?
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What type of sponsorship has a sponsor's name listed first in the name of an event?
What type of sponsorship has a sponsor's name listed first in the name of an event?
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What does it mean when a sponsor provides its company's products or services to a property in exchange for sponsorship benefits?
What does it mean when a sponsor provides its company's products or services to a property in exchange for sponsorship benefits?
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What is the process of providing continuing satisfaction and reinforcement to individuals who are past or current customers?
What is the process of providing continuing satisfaction and reinforcement to individuals who are past or current customers?
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What is the philosophy that everyone in the organization is part of customer service?
What is the philosophy that everyone in the organization is part of customer service?
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What is the name of the concept of combining service and interaction to create a memorable and valuable experience?
What is the name of the concept of combining service and interaction to create a memorable and valuable experience?
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What does the term 'Four P's' refer to in Marketing?
What does the term 'Four P's' refer to in Marketing?
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What is the name of the process that involves soliciting input, feedback, and reactions from consumers?
What is the name of the process that involves soliciting input, feedback, and reactions from consumers?
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What is the name of the concept that involves collaboration of the features the customer wants and the costs associated with delivering such flexibility?
What is the name of the concept that involves collaboration of the features the customer wants and the costs associated with delivering such flexibility?
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What is the name of the aspect of marketing in which the consumer has significant input into how they receive the message?
What is the name of the aspect of marketing in which the consumer has significant input into how they receive the message?
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What is the name of the aspect of marketing that focuses on the channel taking the product from the producer to the consumer?
What is the name of the aspect of marketing that focuses on the channel taking the product from the producer to the consumer?
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What is the name of programs that reward frequent attenders with coupons and prizes?
What is the name of programs that reward frequent attenders with coupons and prizes?
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What is it called when a company offers quality, unique products and demonstrates customer importance?
What is it called when a company offers quality, unique products and demonstrates customer importance?
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What is the name of a concept that involves an integrated effort to identify, maintain, and build a network with individual consumers?
What is the name of a concept that involves an integrated effort to identify, maintain, and build a network with individual consumers?
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What is the name of the process of providing ongoing value and reinforcement to customers?
What is the name of the process of providing ongoing value and reinforcement to customers?
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What is the term for all of the ways that a customer can interact with an organization?
What is the term for all of the ways that a customer can interact with an organization?
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What is the desire to be associated with a recognized group called, such as a team, club or booster association?
What is the desire to be associated with a recognized group called, such as a team, club or booster association?
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What is the name of the term used to describe the desire to be associated with a recognized group?
What is the name of the term used to describe the desire to be associated with a recognized group?
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What is the term for the use of in-arena technology designed to entertain patrons?
What is the term for the use of in-arena technology designed to entertain patrons?
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What is the term used to describe basic principles of consumer behavior?
What is the term used to describe basic principles of consumer behavior?
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What is the term used to describe the things that motivate a consumer's actions?
What is the term used to describe the things that motivate a consumer's actions?
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What is the term for a plan to maximize the efficiency of campaigns, involving 7 steps?
What is the term for a plan to maximize the efficiency of campaigns, involving 7 steps?
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What is the term for the approach and philosophy of the salesperson?
What is the term for the approach and philosophy of the salesperson?
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What is the name of a consumer who is constantly flitting from store to store and service to service?
What is the name of a consumer who is constantly flitting from store to store and service to service?
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What is the term for the situation where competition for the entertainment dollar is intense?
What is the term for the situation where competition for the entertainment dollar is intense?
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What term implies the need for both parties to be vested in and benefit from the outcome of a sales agreement?
What term implies the need for both parties to be vested in and benefit from the outcome of a sales agreement?
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What is the term for a philosophy in sales that involves creating product variations to attract different customers?
What is the term for a philosophy in sales that involves creating product variations to attract different customers?
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What is the term for potential customers that can become customers?
What is the term for potential customers that can become customers?
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What is the term used to describe using a commercial entity to manage revenue streams and marketing tasks?
What is the term used to describe using a commercial entity to manage revenue streams and marketing tasks?
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What is the term used to describe privacy regulations that require organizations to get permission of addresses before transmitting solicitation e-mails?
What is the term used to describe privacy regulations that require organizations to get permission of addresses before transmitting solicitation e-mails?
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What is the term for rights purchased by fans that guarantee them a particular seat in an arena?
What is the term for rights purchased by fans that guarantee them a particular seat in an arena?
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What is the term for a product that has an awareness, interest, need, and possibly demand?
What is the term for a product that has an awareness, interest, need, and possibly demand?
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What is a marketing approach that utilizes telecommunications technology to contact potential customers?
What is a marketing approach that utilizes telecommunications technology to contact potential customers?
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What is the importance of maintaining a strategic focus on creating and capitalizing on positive feelings that a consumer has about a particular organization called?
What is the importance of maintaining a strategic focus on creating and capitalizing on positive feelings that a consumer has about a particular organization called?
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What is the term used to describe the need to be consistent in communicating a brand's message once an organization has decided what its message will be?
What is the term used to describe the need to be consistent in communicating a brand's message once an organization has decided what its message will be?
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What facilitates the production of feature stories on athletes, statistical updates for television or radio broadcast crews, or interesting quotes from coaches?
What facilitates the production of feature stories on athletes, statistical updates for television or radio broadcast crews, or interesting quotes from coaches?
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What is the name of a person or organization that supplies information for use on a website?
What is the name of a person or organization that supplies information for use on a website?
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What is the term used to describe the sum of information and entertainment media taken in by an individual or group?
What is the term used to describe the sum of information and entertainment media taken in by an individual or group?
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What is the term for publicity produced by a press agent's work, especially in making a person or thing seem more desirable?
What is the term for publicity produced by a press agent's work, especially in making a person or thing seem more desirable?
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What is the term for identifying a group of consumers that is not served well by your competitiors?
What is the term for identifying a group of consumers that is not served well by your competitiors?
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What refers to a collection of methods that managers use to analyze an organization's internal and external environment to understand the organization's capabilities, customers, and business environment?
What refers to a collection of methods that managers use to analyze an organization's internal and external environment to understand the organization's capabilities, customers, and business environment?
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What occurs when the offeree accepts the offeror's proposal?
What occurs when the offeree accepts the offeror's proposal?
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What is the name of the concept where plaintiffs give their express consent to relieve the defendant of obligation of conduct toward them?
What is the name of the concept where plaintiffs give their express consent to relieve the defendant of obligation of conduct toward them?
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What occurs when an obligation specified in a contract is not met?
What occurs when an obligation specified in a contract is not met?
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What refers to the ability of a person to enter into an agreement or contract?
What refers to the ability of a person to enter into an agreement or contract?
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What involves the exchange of value, where one party gives up something of value in exchange for the other doing the same?
What involves the exchange of value, where one party gives up something of value in exchange for the other doing the same?
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What is an agreement between two or more parties creating obligations that are enforceable or otherwise recognizable at law called?
What is an agreement between two or more parties creating obligations that are enforceable or otherwise recognizable at law called?
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What area of law governs trademarks?
What area of law governs trademarks?
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What is a loss or injury to a person or property called?
What is a loss or injury to a person or property called?
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What is a promise to do or refrain from doing something in the future called?
What is a promise to do or refrain from doing something in the future called?
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What is the name of the test that determines consumer confusion?
What is the name of the test that determines consumer confusion?
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What is the name of the third element of duty, where the defendant is not liable if the actions were not the cause of the injury?
What is the name of the third element of duty, where the defendant is not liable if the actions were not the cause of the injury?
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What involves answering questions relative to specific promotions or sales programs, involving risk identification and classification?
What involves answering questions relative to specific promotions or sales programs, involving risk identification and classification?
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What is the first treatment strategy that involves avoiding promotions or sales programs because the risks are too great?
What is the first treatment strategy that involves avoiding promotions or sales programs because the risks are too great?
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What is the term used to describe the situation where managers have assessed possible risks, and the information contained must be communicated to important stakeholders?
What is the term used to describe the situation where managers have assessed possible risks, and the information contained must be communicated to important stakeholders?
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What involves strategies to reduce the incidence of ambush marketing, which may pose a risk to the financial success of a promotion or sponsorship agreement?
What involves strategies to reduce the incidence of ambush marketing, which may pose a risk to the financial success of a promotion or sponsorship agreement?
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What is the name of the process that may be preferable to transference for minor or insignificant risks?
What is the name of the process that may be preferable to transference for minor or insignificant risks?
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Study Notes
Sponsorship Terms
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Activation: Planned activities and programs sponsors conduct around their sponsorships.
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Ambush Marketing: When a non-sponsor capitalizes on a property's excitement to appear as a sponsor.
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Billboards: Company logos shown on-screen with verbal mentions during radio or TV broadcasts.
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Brand Attributes: Characteristics describing a brand.
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B-to-B (Business-to-Business): Property purchases products directly from a sponsor.
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Category Exclusivity: Sponsorship negotiation ensuring competitors cannot buy similar rights.
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CPG (Consumer Packaged Goods): Individually packaged products for consumer consumption (cereal, soda, snacks).
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Direct Marketing: Directly targeting interested consumers through past purchases or volunteered information (mail, email).
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Endcaps: Shelf space at the end of retail store aisles, often considered the most desirable.
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Endemic: A product or service naturally related to a specific sport or activity (e.g., NASCAR sponsors).
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Feature: Additional content (radio/TV) with a company's name and logo.
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IP (Intellectual Property): A property's trademarks or logos, crucial for corporate sponsorship deals.
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Naming Rights: Sponsorship where the sponsor's name is in the venue title.
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Official Status: One of many sponsors with similar rights and benefits within a specific category (e.g., official soft drink).
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Partner: Collaborating toward a common goal.
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Pass-Through Rights: Allowing a sponsor to involve partners in activation efforts (e.g., Coke to Wal-Mart).
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Presenting Sponsor: Sponsor's name listed after the property/event name.
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Property: Organization selling sponsorship rights (event, league, team).
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ROI (Return on Investment): Sponsorship value; generated revenue must equal or exceed investment cost.
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ROO (Return on Objectives): Sponsorship value based on objectives met.
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Sponsor: Company paying for specific rights and benefits from another party.
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Sponsorship Assets: Specific rights and benefits negotiated by the sponsor.
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SWOT Analysis: Evaluating strengths, weaknesses, opportunities, and threats.
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Title Sponsor: Sponsor's name appears first in the event name (e.g., Tostitos Fiesta Bowl).
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VIK (Value-in-Kind): Sponsor providing products/services in exchange for sponsorship benefits instead of cash.
Customer Relationship Management (CRM) and Marketing
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Aftermarketing: Maintaining ongoing satisfaction for customers.
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Customer Service: Viewing every customer problem as an opportunity for solution and ongoing communication.
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Experiences: Combining entertainment, service, and interaction for memorable value.
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Four P's: Product, price, promotion, and place.
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Product: Developing products with consumer input.
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Price: Optimizing price points based on consumer wants and delivery costs.
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Promotion: Delivering consumer-driven messages through preferred methods.
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Placement: Distributing products from producer to consumer effectively.
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Frequent-fan Programs: Tracking fan attendance with rewards for frequent attendees.
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Hugging: Demonstrating customer value and importance for loyalty.
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Lifetime Value: Building long-term relationships to maximize mutual benefits.
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Retention: Keeping customers through satisfaction and continuous interaction.
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Touch Points: All ways consumers interact with an organization.
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Affiliation: The desire to connect with a group (teams, clubs).
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Community: A shared connection within a group (teams, clubs).
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Techtainment: Using in-arena technology for entertainment.
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Value-added Characteristics: Fundamental consumer behavior principles.
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Behavioral Response Incentives: Motivations for involvement: achievement, affiliation, fun, health.
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Incentive Plan: Seven-step procedure for maximizing campaign efficiency: goal setting, inclusiveness, recipient selection, direction, form, amount, and payment timing.
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Attitude: The salesperson's approach and philosophy.
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Butterfly Consumer: Consumer's who are fickle.
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Buyer's Market: Intense competition to retain customers.
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Equity: Shared investment, value, and benefit for all parties involved.
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Full-menu Marketing: Offering various product options at different price points.
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Leads: Identifying prospects to convert into customers.
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Outsourcing: Utilizing external entities for revenue and marketing management.
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Permission Marketing: Obtaining consumer consent before transmitting solicitations.
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PSL (Permanent Seat License): Guaranteeing a permanent seat for ticket buyers.
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Salable Product: Awareness, interest, need, potential demand (tickets, products).
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Telemarketing: Utilizing phone technology for marketing contact.
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Brand Associations: Establishing and maintaining positive consumer feelings for an organization.
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Strategic Brand Communications: Presenting consistent branding messages.
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Supply-side Media Promotion: Creating media content on athletes/coaches for promotional purposes.
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Content Provider: Supplying information for websites.
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Media Consumers: Total media engagement of individuals (books, magazines, TV, radio).
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Press Agentry: Promoting through public relations activities.
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Segmentation Strategy: Identifying underserved consumer groups with high potential.
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Situational Analysis: Assessing organizational capabilities, customers, and environmental factors.
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Acceptance: Agreement to an offer.
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Assumption of Risk: Participants agreeing to relieve responsibility for harm.
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Breach of Contract: Non-fulfillment of contract obligations.
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Capacity: Legally qualified to enter into a contract.
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Consideration: Exchange of value between contracting parties.
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Contract: An agreement with legally enforceable obligations.
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Copyright: Legal protection of trademarks.
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Damage: Loss or injury, financial compensation for harm.
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Offer: Promise of future action/inaction.
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Polaroid Test: Measuring consumer confusion.
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Proximate Cause: Determining factual relationship between actions and injuries.
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Risk Assessment: Identifying, classifying, quantifying promotion/sales program risks.
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Risk Avoidance: Eliminating risks via program avoidance.
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Risk Communication: Communicating risks and receiving feedback.
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Risk Reduction: Strategies to reduce ambush marketing risks.
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Risk Retention: Managing risks as opposed to transferring them financially.
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Description
Test your knowledge on key terms related to sponsorship and marketing. This quiz covers concepts such as ambush marketing, brand attributes, and category exclusivity. Sharpen your understanding of sponsorship strategies and terminologies used in the industry.
