A manufacturer of protein powders and protein bars sponsors a grand slam tennis tournament for the first time.When it evaluates this move, it discovers that the cost per brand name exposure was much higher than it would have been by running its standard advertising.What do company executives need to remember?

Question

Quizplus · Accepted Answer

The executives need to remember that the number of brand name exposures only tells part of the story. Other factors, such as the quality of the exposure and the demographics of the audience, also need to be considered to fully evaluate the effectiveness of event sponsorship. It is important to have a comprehensive approach to evaluate the return on investment of sponsorships.

A Manufacturer of Protein Powders and Protein Bars Sponsors a Grand