Marketers find that communicating with people on social networks: ...

[Alygatorr01285]

Marketers find that communicating with people on social networks:
 a. is similar to advertising in other channels.
  b. requires communications that are responsive and trustworthy.
  c. is often constrained by the rules of the social network.
  d. All of these are correct.

Question 2

Explain the practice of sponsorship marketing, and five factors accounting for its growth.

[Jane]

Answer to Question 1

b

Answer to Question 2

Sponsorship involves investments in events or causes for the purpose of achieving various corporate objectives, especially ones related to enhancing brand equity and augmenting sales. The main activities involved in sponsorship include the sponsor paying a fee for the right to associate itself with the sponsee and the marketing of this association. The factors that account for the growth in sponsorships are:
1 . avoiding the clutter inherent in advertising media;
2 . consumers' changing media habits;
3 . gaining approval of various constituencies;
4 . relationships between a brand and a sponsored event can serve to enhance a brand's equity; and
5 . ability to target communication and promotion efforts to specific geographic regions and/or to specific demographic and lifestyle groups.