A manufacturer of protein powders and protein bars sponsors a grand slam tennis tournament for the first time. When it evaluates this move, it discovers that the cost per brand name exposure was much higher than it would have been by running its standard advertising. What do company executives need to remember?
a. It takes multiple sponsorships of such large events in order to yield results.
b. Traditional advertising will always be less expensive than event sponsorship.
c. The methods used to calculate cost per brand name exposure are too subjective to be accurate.
d. The number of brand name exposures only tells part of the story.
Question 2
A person may perform more than one role related to making buying decisions.
Indicate whether the statement is true or false
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