首页
登录
职称英语
At present-companies and industries like to sponsorsports events. Two reason
At present-companies and industries like to sponsorsports events. Two reason
游客
2023-12-08
54
管理
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】______ [br] 【8】
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.
Now, you have two minutes to check through your notes. Please complete the gap-filling task on ANSWER StiEET ONE in 10 minutes.
选项
答案
favorably
解析
转载请注明原文地址:http://tihaiku.com/zcyy/3256043.html
相关试题推荐
Whatisthereasonfortheseriesofcarcrashes?[originaltext]InFlorida,
Peoplelearnlanguagesallthetime,andforallkindsofreasons.Forexamp
Peoplelearnlanguagesallthetime,andforallkindsofreasons.Forexamp
Peoplelearnlanguagesallthetime,andforallkindsofreasons.Forexamp
Peoplelearnlanguagesallthetime,andforallkindsofreasons.Forexamp
Peoplelearnlanguagesallthetime,andforallkindsofreasons.Forexamp
Peoplelearnlanguagesallthetime,andforallkindsofreasons.Forexamp
Peoplelearnlanguagesallthetime,andforallkindsofreasons.Forexamp
ThechiefreasonforearlysettlerstocometotheNewContinentwas______.A、to
Usually,therearetworeasonstopursuescientificknowledge:forthesake
随机试题
To:sjthompson@sxp.comFrom:dan.ficklestein@makana.comSubject:ShoeCatalogue
InflationInflation,asaneconomicphenomen
关于砂中含有有机物,对混凝土的影响是( )。A.减缓水泥的凝结 B.影响混凝
固结灌浆施工中,灌浆质量压水试验检查,孔段合格率应在(),以上,不合格孔段的透
TNF-α主要是由哪类细胞产生A.红细胞B.静止T淋巴细胞C.树突状细胞D.单核
宿主抗移植物反应中最严重是A.急性体液排斥反应B.慢性排斥反应C.急性细胞排斥反
百会、头维、风池、内关、血海、膈俞可用于治疗 A.肝阳上亢型头痛 B.气血不
长城市教育局为改善退休教职工的生活待遇,决定使用部分预算资金进行期货交易,以投资
新从业人员安全生产教育培训时间不得少于()学时;危险性较大的行业和岗位,教育培训
第二心音产生机制A.舒张期二尖瓣关闭 B.舒张期主动脉瓣开放 C.舒张期主、
最新回复
(
0
)