Chapter Questions
List five reasons why organisations choose to sponsor events such as the Olympics.
To what extent is sponsorship more a leap of faith than a calculated marketing investment?
If the objective of using sponsorship is to build awareness (among other things), then there is little point in using advertising. Discuss this view.
Name four types of sponsorship.
Why is sport more heavily sponsored than the arts or television programmes?
Choose eight sporting events and name the main sponsors. Why do you think they have maintained their associations with the events?
Consider five television programmes that are sponsored and evaluate how viewers might perceive the relationship between the programme content and the sponsor.
How might sponsorship have a persuasive impact on its target audiences? What is the formula used to measure this impact?
Explain the role of sponsorship within the marketing communications mix.
How might sponsorship develop in the future?