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
2023-12-18
36
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, as【2】______
they get reductions in the tax they owe if they sponsor
sports or arts activities.
As sponsorship is【3】______, careful thinking is【3】______
required in deciding which events to sponsor. It is
important that the event to be sponsored【4】______the【4】______
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 [br] 【9】
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 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 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 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 photo- graphs 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 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
conditioning
解析
转载请注明原文地址:https://tihaiku.com/zcyy/3284033.html
相关试题推荐
Presentlymanystudentsarenotsatisfiedenoughwiththequalityofeducati
Thecinemahaslearnedagreatdealfromthetheateraboutpresentation.Gon
Thecinemahaslearnedagreatdealfromthetheateraboutpresentation.Gon
Thecinemahaslearnedagreatdealfromthetheateraboutpresentation.Gon
Thecinemahaslearnedagreatdealfromthetheateraboutpresentation.Gon
Thecinemahaslearnedagreatdealfromthetheateraboutpresentation.Gon
Thecinemahaslearnedagreatdealfromthetheateraboutpresentation.Gon
Whichofthefollowingworksbestrepresentthenationalspiritofthe18th-cent
TheperiodofModernEnglishextendsfrom______tothepresentday.A、the15thc
BuckinghamPalaceis______’spresentLondonhome.A、parliamentB、churchmenC、mon
随机试题
Ifyou,likeme,distrustschoolcafeterias,youpackhomemadelunchesfory
男,1岁,因咳嗽、发热2天伴晕厥2次入院。1天前患儿突发晕厥,当时面色苍白,双目
在行业的市场结构特征分析中,独家企业生产某种特质产品从而整个行业的市场完全处于一
Thechangeinthatvillagewasmiraculou
对人禽流感高危人群和患者的早期防治,WHO推荐的抗病毒药物是A.金刚烷胺 B
建设单位应当将大型的人员密集场所和其他特殊建筑工程的消防设计文件报送公安机关消防
党的十八大以来,习近平总书记多次指出,实现中国梦必须弘扬中国精神。下列与之相关的
农村资金互助社的资金不得用于()。A.发放非社员单位贷款 B.存放于其他金融机
测验题目对有关行为取样的适用性是()单选A.内容效度 B.构想效度 C
下列关于安全生产许可证申请与管理制度的说法,正确的是( )。A.原颁证机关的审
最新回复
(
0
)