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22 Cards in this Set
- Front
- Back
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a low risk form of strategic alliance which involves the sale of a right to use proprietary knowledge in a defined way *ex*
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Licensing *selling longhorn logo*
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form of protection provided bye the us to the authors of original works. *ex*
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Copyright *high school musical*
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any licensing agreement is a contract between the licensee and the owner of the trademark or copyright, the licensor.
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Licensing contract *MLB - company that controls the logo*
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the relationship between a corporation and a sports organization as a tool to develop brand image and customer loyalty.
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sponsorship
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what is the standard royalty rate?
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5%-10%
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product category privileges in a defined manor. Privileges are secure
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Exclusivity
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many advertisers insist on being the first advertiser after a break, or before the game.
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Fixed Advertising Fees
*good year commercial before the game and then good year blimp after the commercial* |
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the fees that networks and stations pay to carry apart of or all action
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Broadcast/Media Rights Fees
*NFL is divided among abc, nbc, fox* |
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ability to sell logos and merchandise, own rights to marker products
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Market Rights Fees
*being able to put longhorn logo on stuff. nike* |
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what are the 6 areas of sports sponsorship?
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1. GOVERNING BODY
2. TEAM sponsorship 3. ATHLETIC sponsorship 4. BROADCAST sponsorship 5. FACILITY sponsorship 6. EVENT sponsorship |
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3 WAYS TO MEASURE IMPACT ON SALES SPONSORSHIP?
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1. Sponsorship agreement is sole method use to promote company
**Brett Farve - only person used** 2. sales changes may be measured if short term or localized sponsorships are used. 3. direct impact on sales can be measured if the sponsorship is a tie in with other efforts. ** commercial + something else** |
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What are the criticisms of the Nielsen Rating system?
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Number of viewers packed into houses and bars.
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Measures percent of all TV households
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Rating points
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Measures percent of households tuned in at that time
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Share
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ratings for average commercial minutes in live programming plus 3 days of DVR playback
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C3 Formula
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Names 6 Types of endorsements
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1-6
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3 WAYS TO MEASURE IMPACT ON SALES SPONSORSHIP?
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1. Sponsorship agreement is sole method use to promote company
**Brett Farve - only person used** 2. sales changes may be measured if short term or localized sponsorships are used. 3. direct impact on sales can be measured if the sponsorship is a tie in with other efforts. ** commercial + something else** |
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What are the criticisms of the Nielsen Rating system?
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Number of viewers packed into houses and bars.
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Measures percent of all TV households
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Rating points
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Measures percent of households tuned in at that time
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Share
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ratings for average commercial minutes in live programming plus 3 days of DVR playback
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C3 Formula
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Names 6 Types of endorsements
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1-6
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