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Sports Mkt Vocab
| Question | Answer |
|---|---|
| a marketing strategy whereby a non-sponsor attempts to capitalize on the popularity/prestige of a property by giving the false impression that it is an official sponsor. | Ambush Marketing |
| the mention of a sponsor/company during a TV or radio broadcast | Audio Mention |
| the exposure a company receives during a broadcast coming into or exiting a commercial break; typically consists of a logo and tag line | Billboards |
| programs intended to influence corporate purchases/awareness, as opposed to individual consumers | Business-to-Business Sponsorship |
| the right of a sponsor to be the only company within its product or service category associated with the sponsored property | Category Exclusivity |
| promotional strategy that links a company's sales campaign directly to a nonprofit organization. Generally includes an offer by the sponsor to make a donation to the cause with purchase of its product or service. | Cause Marketing |
| Sponsors of the same property. | Co-Sponsors |
| the cost of the sponsorship divided by the value attributed to the sponsorship. | Cost/Value Ratio |
| the cost to deliver a message to a thousand people, households, etc., using a particular advertising medium. For example, a 30-second network TV ad might have a cost of $8 for each thousand | CPM (Cost per Thousand) |
| percentage of the total population reached by a commercial or programming; usually radio. For example, 300 GRP's means that everyone within the region of a marketing campaign was reached three times. | Gross Rating Points (GRP) |
| hosting key customers, clients, employees and other VIPs at an event. Usually involves tickets, parking, dining and other amenities, often in a specially designated area, and may include pro-am spots, backstage passes, etc. (Known as Client Entertainment | Hospitality |
| the exposure one receives to a sponsorship or media vehicle that communicates a message through an external influence or image, and which affects the feeling, sense or mind of the individual receiving the exposure. | Impression |
| a payment (full or partial) of the sponsorship fee made in the sponsor's goods or services rather than cash. For example, Motorola may pay a portion of its sponsorship fees by providing the property with communication equipment. | In-Kind Payment |
| right to use a property's logos, images and characters on merchandise or in advertising. (Note: while a sponsor will typically receive the right to include a property's marks on its packaging and advertising, sponsors are not automatically licensees.) | Licensing |
| network affiliated or independent television stations that anyone can get via an antenna. | Local Over-the-Air |
| When the property has to purchase radio or television inventory from a broadcaster in order to give the sponsor ad spots as part of the package. | Media Buyback |
| Published advertising costs. | Rate Card |
| the percentage of the broadcaster's total television households watching a broadcast. For example, a five rating means that five percent of the households that could receive | Rating |
Created by:
mrsmarkovic
Popular Marketing sets