Event Sponsorship Key quotes Flashcards
(23 cards)
What is the definition of sponsorship?
the provision of assistance either financial or in kind to an activity by an organization for the purpose of achieving objectives (Meenaghan, 1983).
According to Grey and Skilldum Reid, 2003, what are sponsorships regarded as?
- one of the most powerful forms of media used to communicate and form relationships with stakeholders and target markets
What is the definition of the term ‘fit’?
“the extent of congruence between the sponsors products and markets and the events” (Bowdin 2012)
What is the fit argued to be?
Either functional bases where the participants use the sponsored product or image based where the image of the event is related to the image of the brand”
Who argues the image and functional parts that make up the ‘fit’ of a sponsor?
Gwinner 1997
What did Cornwells work show?
Cornwell et al has shown that the better the fit between the sponsor and the event, the more effective the sponsorship will be for both parties (Cornwell,2006).
Who came up with the exchange relationship model?
Cromptom 1994
According to Cromptoms model what does the event seek?
- Financial investments
- In kind services
- Marketing and media expertise
- Event brand enhancement
- Product and service offers for event goers
According to Cromptoms model what does the business seek?
- Increased brand awareness
- Brand Image enhancement
- Product trail/service exposure
- Market interactivity
What is brand image transfer defined as ?
‘the transfer of associations attributed to the sponsored activity to the sponsoring brand’ (Grohs et al, 2004).
How does brand image transfer benefit the sponsor?
it means they are associated with the specific market they have targeted, allowing attitudes towards the brand to change for the better and so brand image enhancement
Whats an example of a company who successfully achieved brand image transfer?
Strongbow wanted to change the attitude that their products were ‘uncool’ and they successfully managed this by sponsoring and trailing their products at a music festival aimed at 18-35 year olds which led to the brand being associated with having a good time.
How does finding the correct fit help the event?
- they are increasing the likelihood of the sponsor returning along with the financial and in kind investment they bring, helping with the future expansion to the event.
How can the event manager ensure the sponsor is a success for each party?
- Successful ‘fit’ which leads to successful brand image transfer
- Showing acknowledgement to the sponsor at every opportunity
- Getting to know the sponsors needs, mission , staff etc through having one contact and also motivating staff on the sponsor.
Which article supports the idea of acknowledging the sponsor at every opportunity?
written by Crimmins and Horn in 1996 which explains the 6 steps involved in making a sponsor a success.
What is step 4 within crimsons and Horns study?
Step four is to forge a link in the fans’ minds between your brand and the sponsorship. In order to do this the event manager needs to use every communication opportunity available, such as placing the sponsor on packaging, within promotion advertising and on merchandise.
How does acknowledging the sponsor at every opportunity possible link to the exchange theory?
This is supported through the ‘exchange theory’, which is based on a two-way relationship where an exchange of resources takes place. The relationship consists of commitment and expectations on one another and the exchange is motivated when both parties believe they can gain and provide each other with valuable resources
How does getting to know the sponsor help both parties?
it allows the event manager to successfully meet the objectives and needs of the sponsor, making the sponsorship for both parties a smooth process.
How does having a longer relationship benefit both parties?
the longer the partnership continues, the better the chance that the relationship will be enhanced by both partners leveraging each other’s capabilities.
Who’s study supported the importance of the correct fit?
The significance of having the correct ‘fit’ is supported by Gwinner and Bennets study which concluded that those audiences who perceive the fit between the events image and the sponsoring brands positively, exhibit a significantly better attitude to the sponsoring brand than those who perceive a weaker fit between the two
What did Gwinner and Bennett study conclude?
- those audiences who perceive the fit between the events image and the sponsoring brands positively, exhibit a significantly better attitude to the sponsoring brand than those who perceive a weaker fit between the two
Who writes about the exchange theory? What does he say?
- (Jensen et al 2019)
- The relationship consists of commitment and expectations on one another and the exchange is motivated when both parties believe they can gain and provide each other with valuable resources
What has ambush marketing been defined as?
An unofficial sponsor’s attempt to associate itself with an event and gain some of the benefits associated with sponsorship (Sandler & Shani, 1989)
