When Planning a Sponsorship or Event Marketing Program, After the Marketing

question 159

Multiple Choice

When planning a sponsorship or event marketing program, after the marketing group decides on the objective, the next step would be to:

• A)plan a method of tracking the results.
• B)advertise the event.
• C)promote the event to the firm's customers and employees.
• D)match the event with the firm's customers, vendors, and employees.

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Definitions:

Recency

The principle that the most recently presented items or experiences will most likely be remembered best.

Automatic Processing

A type of information processing that occurs without the need for conscious attention, enabling tasks to be performed without deliberation.

Memory Consolidation

The process by which the brain converts short-term memories into long-term memories, making them stable over time.

Mood-Congruent Memory

Refers to the tendency of individuals to remember information that is consistent with their current mood or emotional state.