MGT 408 EXAM 2 QUESTIONS | VERIFIED ACCURATE
ANSWERS | 2026
What are the typical sponsorship types - Answers -- naming rights
- presenting
- major
- supporting
- official product status
- preferred supplier status
Exclusivity areas - Answers -- category exclusivity among sponsors at or below a given
level
- category exclusivity among sponsors at any level
- category exclusivity in event-driven advertising or promotional media
- category exclusivity as a supplier or seller at the event
What can you provide as inventory on-site - Answers -- dedicated space to carry out
on-site leverage activities
- sampling opportunities
- demonstration/display opportunities
- exhibition space
- opportunity to sell product on-site
- coupon, information or premium distribution
- merchandising
Examples of Hospitality - Answers -- tickets to the event
- VIP tickets/passes
- celebrity/participant meet&greets
- sponsorship related travel arrangements, administration, and chaperone
- access to or creation of what-money-can't-buy-experiences
- development of customized hospitality events to suit the interests of the target market
What is contra? - Answers -- opportunity for sponsor to provide equipment, services,
technology, expertise, or personnel useful to the success of the event in trade for part of
sponsorship fee
- opportunity for sponsor to provide media value, in-store/in-house promotion in trade for
part of sponsorship fee
- opportunity for sponsor to provide access to discounted media. travel, printing, or other
products or services in trade for part of sponsorship fee
What is the main marketing objective? - Answers -to get people to your event
, What are the three things that a sponsor wants from the sponsee - Answers -1. to use
the sponsee's brand attributes and hot buttons to underpin or introduce those attributes
within the sponsor's own brand
2. to access one or more of the target markets of a sponsee and to connect with these
people in a meaningful way
3. to gain a range of tangible benefits from the sponsee that they can use to add value
to their relationships with their markets - improving those target markets' experience
with the event or organization they care about and/or improving their experience with
the brand
How should you define your audience - Answers -in terms of everyone who cares about
what you do and the larger theme, not just the people who will attend
Punching above your weight - Answers -to have such a strong punch you would be a
contender against bigger opponents
Figure 4.1 - Answers -event target markets --> sponsor target markets
Something you should never offer your sponsor: - Answers -everything on your
inventory
What is the million dollar rule? - Answers -if you would at least consider providing that
benefit if the perfect sponsor offered you a million dollars, then leave it on the list
When creating a potential list of sponsors, what is something you should pay attention
to? - Answers -look at specific brands, products, or services, not just the corporation
What are the 3 ways of sponsor matching? - Answers -- audience matching
- attribute matching
- objective matching
If you have sponsors and they're happy, what should you ask them for? - Answers -
referrals
What you need to know about your potential sponsor? - Answers -- long-term
marketing objectives
- short-term or tactical marketing objectives
- product or brand attributes
- target markets
- needs/absolute requirements
- wants/what would be nice
What provides you with a really strong understanding of what a potential sponsor
requires from a sponsorship investment? - Answers -sponsor information checklist
ANSWERS | 2026
What are the typical sponsorship types - Answers -- naming rights
- presenting
- major
- supporting
- official product status
- preferred supplier status
Exclusivity areas - Answers -- category exclusivity among sponsors at or below a given
level
- category exclusivity among sponsors at any level
- category exclusivity in event-driven advertising or promotional media
- category exclusivity as a supplier or seller at the event
What can you provide as inventory on-site - Answers -- dedicated space to carry out
on-site leverage activities
- sampling opportunities
- demonstration/display opportunities
- exhibition space
- opportunity to sell product on-site
- coupon, information or premium distribution
- merchandising
Examples of Hospitality - Answers -- tickets to the event
- VIP tickets/passes
- celebrity/participant meet&greets
- sponsorship related travel arrangements, administration, and chaperone
- access to or creation of what-money-can't-buy-experiences
- development of customized hospitality events to suit the interests of the target market
What is contra? - Answers -- opportunity for sponsor to provide equipment, services,
technology, expertise, or personnel useful to the success of the event in trade for part of
sponsorship fee
- opportunity for sponsor to provide media value, in-store/in-house promotion in trade for
part of sponsorship fee
- opportunity for sponsor to provide access to discounted media. travel, printing, or other
products or services in trade for part of sponsorship fee
What is the main marketing objective? - Answers -to get people to your event
, What are the three things that a sponsor wants from the sponsee - Answers -1. to use
the sponsee's brand attributes and hot buttons to underpin or introduce those attributes
within the sponsor's own brand
2. to access one or more of the target markets of a sponsee and to connect with these
people in a meaningful way
3. to gain a range of tangible benefits from the sponsee that they can use to add value
to their relationships with their markets - improving those target markets' experience
with the event or organization they care about and/or improving their experience with
the brand
How should you define your audience - Answers -in terms of everyone who cares about
what you do and the larger theme, not just the people who will attend
Punching above your weight - Answers -to have such a strong punch you would be a
contender against bigger opponents
Figure 4.1 - Answers -event target markets --> sponsor target markets
Something you should never offer your sponsor: - Answers -everything on your
inventory
What is the million dollar rule? - Answers -if you would at least consider providing that
benefit if the perfect sponsor offered you a million dollars, then leave it on the list
When creating a potential list of sponsors, what is something you should pay attention
to? - Answers -look at specific brands, products, or services, not just the corporation
What are the 3 ways of sponsor matching? - Answers -- audience matching
- attribute matching
- objective matching
If you have sponsors and they're happy, what should you ask them for? - Answers -
referrals
What you need to know about your potential sponsor? - Answers -- long-term
marketing objectives
- short-term or tactical marketing objectives
- product or brand attributes
- target markets
- needs/absolute requirements
- wants/what would be nice
What provides you with a really strong understanding of what a potential sponsor
requires from a sponsorship investment? - Answers -sponsor information checklist
