首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
外语
At present companies and industries like to sponsor sports events. Two reasons are put forward to explain this phenomenon. The f
At present companies and industries like to sponsor sports events. Two reasons are put forward to explain this phenomenon. The f
admin
2011-01-02
129
问题
At present companies and industries like to
sponsor sports events. Two reasons are put forward
to explain this phenomenon. The first reason is that
they get【1】______ throughout the world. The second 【1】______
reason is that companies and industries【2】______ 【2】______
money, as they get reductions in the tax they owe if
they sponsor sports or arts activities.
As sponsorship is【3】______, careful thinking 【3】______
is required in deciding which events to sponsor. It is
important that the event to be sponsored【4】______ 【4】______
the product(s)to be promoted. That is, the right
【5】______ and maximum product coverage must be 【5】______
guaranteed in the event.
Points to be considered in sports sponsorship.
Popularity of the event
International sports events are big【6】______ event, 【6】______
which get extensive coverage on TV and in the
press. Smaller events attract fewer people.
Identification of the potential audience
Aiming at the right audience is most important for
smaller events. The right audience would attract
manufacturers of other related products like
【7】______, etc. 【7】______
Advantages of sponsorship
Advantages are longer-term.
People are expected to respond【8】______ to the 【8】______
products promoted and be more likely to buy them.
Advertising is【9】______ the mind. 【9】______
Sponsorship is better than straight advertising:
a)less【10】______ 【10】______
b)tax-free
【7】
It is common nowadays for companies and industries to sponsor big sports events. For example, many companies sponsored the 8th National Games held in Shanghai in 1997. Then, what exactly do companies and industries get out of sponsoring big sports events, such as international games7 And why do they do so?
There. is an obvious answer and a not so obvious one. The obvious answer is that they get known worldwide, particularly if they are the principal sponsor of an event. This is especially important when you consider the number of countries around the world that might show the event on TV. The not so obvious answer is that sponsorship can help firms to save money.
Then how can they save money in this way? Companies can claim expenditures on sponsorship or "support to sport and thwarts" against the amount of tax that they owe. So, if they are going to have to pay tax any way, why not spend the money on promoting their name or product?
However, sponsorship is surely a very expensive business. So, how does one decide which events or activities to support? Companies spend a lot of time making sure that they have a perfect match between the prod ucts to be represented and the activity that needs sponsorship. Basically, companies have to make sure that the image is right and that the product gets maximum coverage through the event. I mean, you wouldn’t expect a company whose product has a young international image to sponsor a sport that has a following among older people. There are all sorts of reasons be hind sponsorship. That’s what the game’s about for those who are trying to sell it.
There are some important points to consider before agreeing to sponsor an event. First and foremost, I suppose, is the popularity of the event—in global terms, I mean. Events like the World Cup and the Olympics have businesses queuing up to offer sponsorship. There are the big media events: hours and hours of TV and satellite coverage guaranteed all over the world, as well as press coverage and the possibility of photographs that in some way advertise your product. Most events aren’t quite like that, though. I suppose you’ve got the national games every four years in China. But most events appeal to only a limited proportion of the potential audience—tennis, for example. Most of the audience there is young, so products for the young are the ones that you would associate with the event.
Then how do you match up the product with the event? The most important thing with the smaller event is to identify the audience it’s going to appeal to—in this instance, tennis and young people. That should attract drinks manufacturers, sports fashion designers, cosmetics producers, and so on. Then you look at the potential coverage in the media. It’s the sort of event that might attract Coca-Cola or Pepsi—maybe even McDonalds.
In sponsoring sports events, it is not just the media coverage that matters. The important question is whether the people who’ve either been to the event or read about it in the press will be more likely to buy your product as a result. A lot of the advantages of investment in sponsorship are longer-term. People who have possibly read about or watched an event on TV may not even be able to tell you who was sponsoring the event, yet will react favorably if asked to comment on products marketed by the sponsoring company. They have been conditioned in some way. Conditioning the mind is what advertising is about. Believe it or not, straight advertising is a far more expensive way of promoting your image than sponsorship, and what’s more, sponsorship is mostly tax-free.
To sum up, today we have talked about sponsorship of sports events by companies: the reasons behind and a few related points. I hope this will help you gain some insight into the issue.
选项
答案
cosmetics/drinks
解析
转载请注明原文地址:https://kaotiyun.com/show/36eO777K
0
专业英语八级
相关试题推荐
Theofficialresidenceofthe_____isatnumber10DowningStreet,London.
"Ido."ToAmericansthosetwowordscarrygreatmeaning.Theycanevenchangeyourlife.Especiallyifyousaythematyourown
RestrictingtheproblemofThirdWorldcountriestohungeralone—althoughnotallpeoplewholiveinpovertyarepermanentlysta
A、UnitedNationsChildren’sFundB、TheWorldHealthOrganizationC、InternationalScienceInstituteD、InternationalChildren’sFo
BeforegoldandsilverwerebroughttoEuropefromfileSpanishandPortuguesecoloniesinLatinAmericaduringthesixteenthce
Africanbushmenarebeinggivencomputerssotheycanusetheirskillattrackingwildanimalstotakepartinaprojectthatwi
Whichtwocountriesarelinkedbytunnelunder,theEnglishChannel?
Inthelate1960smanypeopleinNorthAmericaturnedtheirattentiontoenvironmentalproblems,andnewsteel-and-glassskyscra
Inthelate1960smanypeopleinNorthAmericaturnedtheirattentiontoenvironmentalproblems,andnewsteel-and-glassskyscra
In17th-centuryNewEngland,almosteveryonebelievedinwitches.Strugglingtosurviveinavastandsometimesunforgivingland
随机试题
社会惰化
2岁小儿,发热,咳嗽,畏光4d就诊,体温40℃,结合膜充血,有分泌物,耳后发际部可见红色斑丘疹,疹间皮肤正常。最可能的诊断是
在一项流行病学实验研究中,随机选择了3000名2岁儿童进行乙肝疫苗预防接种效果的评价,随访观察了5年,结果70%的接种者未患乙肝。对此项研究,你的看法是
居住建筑包括()
公司的发起人、股东虚假出资,未交付或者未按期交付作为出资的货币或者非货币财产的,由公司登记机关责令改正,处以虚假出资金额()罚款。
《中华人民共和国义务教育法》明确规定义务教育的对象是全体适龄儿童和青少年。()
类脑计算技术总体分为三个层次:结构层次模仿脑、器件层次逼近脑、智能层次超越脑。其中,结构层次模仿脑是指将大脑作为一个物质和生理对象进行解析,获得基本单元(各类神经元和神经突触等)的功能及其连接关系(网络结构);器件层次逼近脑是指研制能够模拟神经元和神经突触
油对于()相当于()对于车
依照唐律的规定,殴打或者谋杀祖父母的行为属于“十恶”罪中的()。(2014法单17)
对序列(7,19,24,13,31,8,82,18,44,63,5,29)进行一趟排序后得到的结果如下:(7,18,24,13,5,8,82,19,44,63,31,29),则可以认为使用的排序方法是
最新回复
(
0
)