EMC Sponsorship Acquisition & Management 2

Question 1

What is 'sponsorship activation'?

Accepted Answer

The tactics a sponsor uses to engage attendees and leverage their sponsorship investment on-site

Answer

Sponsorship activation refers to the on-site or campaign-based strategies sponsors use to interact with attendees and maximize the return on their investment.

Question 2

How is the fair market value (FMV) of a sponsorship package typically determined?

Accepted Answer

By assigning a dollar value to each benefit based on comparable market rates for advertising and visibility

Answer

FMV is established by benchmarking each benefit against comparable media or advertising costs, such as CPM rates for logo impressions or speaking slot values.

Question 3

What is 'contra' or 'barter' sponsorship?

Accepted Answer

An exchange where the sponsor provides goods/services in lieu of cash, and the organizer provides equivalent sponsorship benefits

Answer

Contra or barter sponsorship is a mutual exchange of value where neither party pays cash, but each provides agreed-upon goods, services, or benefits of equivalent worth.

Question 4

Which metric is most commonly used to measure the media exposure value of logo placement in event sponsorship?

Accepted Answer

Cost per thousand impressions (CPM)

Answer

CPM is the standard metric for valuing logo and brand impressions across media channels, making it the benchmark for calculating sponsorship visibility value.

Question 5

What is a 'tiered sponsorship structure'?

Accepted Answer

A hierarchy of sponsorship levels (e.g., Gold, Silver, Bronze) with different price points and benefit packages

Answer

A tiered structure creates multiple entry points for sponsors at different investment levels, each with a corresponding set of benefits scaled to the contribution amount.

(EMC) Event Marketing Certification Practice Test

(EMC) Event Marketing Certification Practice Test

EMC Sponsorship Acquisition & Management 2