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Chapter 14. Sponsorship Partners & ROI. Brand Activation. The brand becomes active in the minds of fans when the property: prominently displays the brand at events and through related media, offers memorable game day activities, communicates ways to do business with the brand,

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brand activation
Brand Activation

The brand becomes active in the minds of fans when the property:

  • prominently displays the brand at events and through related media,
  • offers memorable game day activities,
  • communicates ways to do business with the brand,
  • helps build relationships with individual fans through data capture, and
  • engages fans to actively learn about the brand.
  • Identify sponsorships of your university’s sports teams. Which ones do well with these five activation elements? Which ones don’t?
  • How do these actions help you associate the sponsor with the team?
attribution
Attribution
  • Locus: Is the cause of the feeling internal or external? Key question: Is the sponsor the cause?
  • Stability: Is this feeling likely to persist over time or quickly change? Key question: Can the sponsor consistently produce positive feelings?
  • Control: Can the responsible party control the cause of the feeling? Key question: Can the sponsor control the positive feelings?
  • Why are title sponsorships likely to produce positive attributions? What kinds of sponsorships are less likely to produce positive attributions? Why?
brand distinctiveness image and concreteness
Brand distinctiveness, image, and concreteness
  • Brand image refers to the set of associations connected to the brand held in memory.
  • Distinctbrands stands out from competing brands in the same category
  • Concrete brands evoke clear sensory images in the mind, enhancing comprehension and recall.
  • Brand personalityis based on specific human characteristics highly valued by target consumers. 
  • Find a list of sponsors for a local pro or collegiate team.
  • Discuss which have clear, distinct, concrete brand images and which do not.
  • How could better activation strategies improve those with poor brand images or personalities?
brand distinctiveness image and concreteness1
Brand distinctiveness, image, and concreteness
  • Brand image refers to the set of associations connected to the brand held in memory.
  • Distinctbrands stands out from competing brands in the same category
  • Concrete brands evoke clear sensory images in the mind, enhancing comprehension and recall.
  • Brand personalityis based on specific human characteristics highly valued by target consumers. 
  • If the team performs poorly or suffers from negative publicity, what is likely to happen to the sponsoring brands who are closely associated with the team?
  • What suggestions, if any, would you give to sponsoring brands in these situations?
return on objectives roo
Return on objectives (ROO)
  • Considering the top sports advertisers in the country, what are the likely marketing objectives?
  • How consistent are these goals with the objective of building awareness?
media equivalency me
Media Equivalency (ME)
  • Nielson ratings (TV), Arbitron ratings (radio), and circulation numbers (print) count the number of people who are exposed to the brand communication.
  • Advertising prices are based on cost per thousand (referred to as CPM).
  • Sponsorship research companies have used a media equivalency approach by counting the number of seconds a brand is exposed during a broadcast or event.
  • Why is a media equivalency approach inappropriate for measuring the effectiveness of sponsorships?
control compare approach why don t we just measure exposures
Control & Compare ApproachWhy don’t we just measure exposures?
  • How many billboards can you recall from your drive into school or work each day?
    • How many times do you drive by these billboards each month?
    • Why don’t you recall every billboard you pass?
    • Do you have a positive attitude toward each brand displayed?
    • How often do you act based on a billboard?
experimental design
Experimental Design
  • Your text discusses an experimental approach to testing the corrosiveness of soft drinks on your teeth.
  • What does this have to do with measuring sponsorship effectiveness?
control and compare
Control and compare
  • Assume that your class is responsible for measuring the effectiveness of a particular sponsor of your university’s sports teams. This sponsor is particularly interested in the NPS among fans of the team.
  • How would you design a study that would allow you to control and compare the effects of the sponsorship on the brand’s NPS?
  • Note: If necessary you can assume someone else will perform the statistical analyses.