KRLS 105 – FINAL STUDY GUIDE
the promotion mix - Answer -sponsorship, personal selling, advertising, publicity,
incentives (sales promotions)
sponsorship platform - Answer -the central theme around which the sponsor can
develop a consistent promotional message
direct sponsorship - Answer -a program that carries an advertiser's name in the
program title
indirect activation of sponsorship - Answer -typically $3 in activation spent for every $1
spent on direct sponsorship, can decrease overtime with making connections
media involvement - Answer -key aspect for brands to seek increased awareness or
image enhancement, prominent in negotiations
3 ways to pursue media coverage - Answer -1) negotiate trade-outs with TV, radio, or
newspaper
2) media pays to sponsor event in exchange for rights to sell other sponsorships
3) secure editorial coverage (online sources)
platform elements - Answer -signage, awards, internet, retail promotions, personalized
service, licensing
recommended amount of time to say commited with a sponsorship - Answer -min 3
years
title sponsor - Answer -- an organization that pays to have its name incorporated into
the name of the sponsored location
- has input into organization of event
- can result in increased costs
presenting sponsor - Answer -- given rights within a specific product category
- cannot change event
- pays less of what title sponsor pays
official sponsor - Answer -- 10% of the value of the title sponsor
- good for smaller businesses that want benefits of being associated with the event
official supplier - Answer -provides goods and services to event
how much of sponsorship fee should be paid up front? - Answer -65%
official status - Answer -the sponsorship category, rights, etc.
, sponsorship fee - Answer -how much? when is it paid? refundable? secured?
title rights - Answer -how does sponsor's name appear? awards? trophy presentations?
tv exposure - Answer -who owns rights? right of first refusal (getting to accept or
decline before anyone else) for advertising?
media equivalencies - Answer -measuring the exposure value of a sponsorship by
adding up all the coverage it generated and calculating what it would have cost to buy a
like amount of ad time or space in those outlets based on media rate cards
media coverage weighed to reflect: (in sponsorships) - Answer -1) relative
attractiveness of different types of media coverage
2) quality of media coverage
3) amount of clutter (other sponsors you may be hearing)
often inflated: (in sponsorships) - Answer -1) article length equated with advertising
space
2) full rate card value (pay for time) is assumed when few companies actually pay full
price
3) assumes that time of exposure adds up to edquivalent commerical spot
displaced spending - Answer -spending that would occur in the area anyway
multiplier - Answer -the degree to which spending induces additional rounds of
spending
substitution effect - Answer -reallocation of expenditures, not net increase in economic
activity
why may sport and leisure event lower local economic income? - Answer -other
activities may have a higher multiplier, more local
time switching - Answer -- visit to city already planned
- schedule rearranged to accommodate event
- no new economic activity
casual visitors - Answer -visitors who were already in town for another reason and
decided to attend the event
incremental visitors - Answer -visitors who come to a region for the purposes of the
event, direct spending is fully attributable to the event ex. Disneyland
indirect spending - Answer -recirculation of money in economy after direct spending on
the event
the promotion mix - Answer -sponsorship, personal selling, advertising, publicity,
incentives (sales promotions)
sponsorship platform - Answer -the central theme around which the sponsor can
develop a consistent promotional message
direct sponsorship - Answer -a program that carries an advertiser's name in the
program title
indirect activation of sponsorship - Answer -typically $3 in activation spent for every $1
spent on direct sponsorship, can decrease overtime with making connections
media involvement - Answer -key aspect for brands to seek increased awareness or
image enhancement, prominent in negotiations
3 ways to pursue media coverage - Answer -1) negotiate trade-outs with TV, radio, or
newspaper
2) media pays to sponsor event in exchange for rights to sell other sponsorships
3) secure editorial coverage (online sources)
platform elements - Answer -signage, awards, internet, retail promotions, personalized
service, licensing
recommended amount of time to say commited with a sponsorship - Answer -min 3
years
title sponsor - Answer -- an organization that pays to have its name incorporated into
the name of the sponsored location
- has input into organization of event
- can result in increased costs
presenting sponsor - Answer -- given rights within a specific product category
- cannot change event
- pays less of what title sponsor pays
official sponsor - Answer -- 10% of the value of the title sponsor
- good for smaller businesses that want benefits of being associated with the event
official supplier - Answer -provides goods and services to event
how much of sponsorship fee should be paid up front? - Answer -65%
official status - Answer -the sponsorship category, rights, etc.
, sponsorship fee - Answer -how much? when is it paid? refundable? secured?
title rights - Answer -how does sponsor's name appear? awards? trophy presentations?
tv exposure - Answer -who owns rights? right of first refusal (getting to accept or
decline before anyone else) for advertising?
media equivalencies - Answer -measuring the exposure value of a sponsorship by
adding up all the coverage it generated and calculating what it would have cost to buy a
like amount of ad time or space in those outlets based on media rate cards
media coverage weighed to reflect: (in sponsorships) - Answer -1) relative
attractiveness of different types of media coverage
2) quality of media coverage
3) amount of clutter (other sponsors you may be hearing)
often inflated: (in sponsorships) - Answer -1) article length equated with advertising
space
2) full rate card value (pay for time) is assumed when few companies actually pay full
price
3) assumes that time of exposure adds up to edquivalent commerical spot
displaced spending - Answer -spending that would occur in the area anyway
multiplier - Answer -the degree to which spending induces additional rounds of
spending
substitution effect - Answer -reallocation of expenditures, not net increase in economic
activity
why may sport and leisure event lower local economic income? - Answer -other
activities may have a higher multiplier, more local
time switching - Answer -- visit to city already planned
- schedule rearranged to accommodate event
- no new economic activity
casual visitors - Answer -visitors who were already in town for another reason and
decided to attend the event
incremental visitors - Answer -visitors who come to a region for the purposes of the
event, direct spending is fully attributable to the event ex. Disneyland
indirect spending - Answer -recirculation of money in economy after direct spending on
the event
