Marketing Communications

CHAPTER 11

Sponsorship

CHAPTER OBJECTIVES

This chapter will help you to:

z Understand the difference between sponsorship and other instruments of the

communications mix

z Know how sponsorship works

z Understand why sponsorship is an increasingly important instrument of the

communications mix

z Distinguish the target groups and objectives of sponsorship

z Learn about the different types of sponsorship, such as event-related sponsorship,

broadcast sponsorship, cause-related sponsorship and ambush marketing, and their

advantages and disadvantages

z Select sponsorship proposals on the basis of a set of relevant criteria

z Measure the effectiveness of a sponsorship campaign

CHAPTER OUTLINE

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