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
2010-01-18
35
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 reason 【1】______
is that companies and industries【2】______ money, 【2】______
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 【5】______
be 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】______ b】tax-free 【10】______
【2】
It is common nowadays for companies and industries to spot, or 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 games? 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 world wide, particularly ff 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 "sup port to sport and the arts" against the amount of tax that they owe. So, if they are going to have to pay tax anyway, 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 products 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 behind 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 suppuse 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 at- tract 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 favourably 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
save
解析
转载请注明原文地址:https://kaotiyun.com/show/4kvO777K
0
专业英语八级
相关试题推荐
作弊极具诱惑,这一点并不奇怪。今日的因特网诱惑重重——有学期论文供出售,还有免费文章共摘抄,你只要鼠标轻轻一点即可。一项调查表明,30%的学生承认常在测试中作弊,另有65%的学生承认,即使教授要求他们独立完成作业,他们也会向朋友求助。我们难以相信这些年轻人
Everyhumanbeingisfallible;wemakemistakes.InAmericawhenamistakehasbeenmade,itisconsideredfittingfortheperso
YoumightthinkthathamburgerswereinventedintheUnitedStates,butthatisnottotallytrue.These【C1】______,orpatties,a
Everygenerationhasitsemblematicboy’stoy.onceuponatimetherewasthegolfcart:alittletoycarspecificallydesigned
TheFrenchwordrenaissancemeansrebirth.Itwasfirstusedin1855bythehistorianJulesMicheletinhisHistoryofFrance,t
OneofLondonZoo’srecentadvertisementscausedmesomeirritation,sopatentlydiditdistortreality.Headlined"Withoutzoos
Tothemajorityofus,musicisanindispensablepartofourdailylife.Itcanbedefinedinthisway,musicissoundarranged
ItissaidthatinEnglanddeathispressing,inCanadainevitableandinCaliforniaoptionalSmallwonder.Americans’lifeexpe
IusedtoboastthatBritainwasarelativelyuncorruptsociety.LookatFrance,Iwouldsay,whereahighproportionofrecent
A、Theyspendmosttimeplaying.B、Theyspendmosttimestudying.C、Theytrytolearnhowtogetalongwithotherkids.D、Theygo
随机试题
上纵隔最浅层的结构是
患者1年来口腔黏膜反复起疱、破溃,此起彼伏,伴有疼痛。检查发现:口腔黏膜广泛云雾状水肿,有多处鲜红糜烂面,周围有灰白色疱膜,撕取疱膜时可同时揭去周围正常黏膜。患者还可以有以下症状,除了
A.木通B.金钱草C.石韦D.地肤子E.海金沙
绞窄性疝的处理原则为
柱与墙体的连接处应砌成马牙槎,马牙槎应先进后退,预留的拉结钢筋应位置正确,施工中不得任意弯折。()
证券投资基金常见的分类方法不包括()。
思维的特征包括()。
在双耳分听实验中,向被试的双耳同时随机呈现相同数量的靶子词,让被试同时注意双耳,当从左耳或右耳听到靶子同时,要分别作出反应,结果发现,两耳对靶子词的反应率超过50%,且差异不明显,这一实验结果支持的理论是()。(2012年)
滚动条可以响应的事件是()。
PASSAGEFOURWhatisthemainthemeofthepassage?
最新回复
(
0
)