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SPMA 3P25 Final Exam Questions and Answers
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SPMA 3P25 Final Exam Questions and Answers
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SPMA 3P25 Final ExamWhat is sponsorship?
(fee-access-exploitable) - Answer -A cash or in-kind fee paid to a property in return for access to the
property's exploitable commercial potential
Sponsorship vs. Partnership
(relationship-vision) - Answer -Partnership indicates a two-way relationship where both parties share a
common goal or vision.
What is a property? (generic) - Answer -Generic term for any entity that sells sponsorship rights to its
assets
What is a Sponsorship Asset? (rights and benefits) - Answer -- Rights and benefits a sponsor negotiates
from a property
- AKA inventory
World Cup 2018 in Russia - Sponsor Issues (FPH) - Answer -- FIFA image
- Political landscape
- Host country
, Sponsorship Industry - Worldwide spending in 2017 - Answer -$62 billion
10 Common Assets (ICMTVSEIPD) - Answer -1. Intellectual Property
2. Category Exclusivity
3. Media
4. Tickets & Hospitality
5. Venue signage
6. Sponsor Identification
7. Event Marketing
8. In-Game Promotions
9. Pass-Through Rights
10. Direct Marketing
Mike's Missing Assets (BNDJC) - Answer -- Brand Ambassador
- New/ Emerging Technologies
- Data
- Jerseys
- Cause Marketing
5 Key Sponsorship Assets
(agree or disagree)
(D-A<Tech-C-B-I<Exp)
Replace Apparel Exclusivity with Social Media - Darien
Replace Intellectual Property with Event marketing - Darien - Answer -1. Data (agree)
- key to learning demographics of target audience
- can assist in evaluating sponsorship effectiveness
- helps quantify value for future sponsors
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