The First Step in Measuring the Effectiveness of Event Sponsorship

question 54

Multiple Choice

The first step in measuring the effectiveness of event sponsorship is to:

• A)set qualitative goals.
• B)build evaluation methods into the sponsorship strategy.
• C)narrowly define the objectives for the event with specific details.
• D)redefine the organization's objectives in terms of its marketing communications.
• E)measure the implementation and results against predetermined benchmarks.

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Definitions:

Ego

In psychoanalytic theory, the part of the personality responsible for dealing with reality while mediating between the desires of the id and the morals of the superego.

Libido

A term used in psychoanalytic theory to denote the energy of the sexual drive as a component of the life instinct.

Unconscious

The part of the mind that contains thoughts, memories, and desires not within immediate awareness but influencing behavior.

Neurotics

Individuals who suffer from neurosis, a psychological condition marked by chronic distress but not by delusions or hallucinations.