Sponsor-event congruity/fit is:
A) not important in event sponsorship measurement.
B) Starcom MediaVest Group's proprietary idea.
C) where a consumer perceives a fit between a sponsor and event.
D) a term in radio pulsing.

Question

Sponsor-event congruity/fit is: 
A) not important in event sponsorship measurement. 
B) Starcom MediaVest Group's proprietary idea. 
C) where a consumer perceives a fit between a sponsor and event. 
D) a term in radio pulsing.

Quizplus · Accepted Answer

Sponsor-event congruity/fit refers to the degree of perceived match or compatibility between a sponsor and an event in the eyes of the consumer. It is an important factor in determining the success of an event sponsorship as it can influence consumer attitudes towards both the sponsor and the event.

Sponsor-Event Congruity/fit Is