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Question
Scenario 16-1MakeWaves is a promotional company with a website that offers the opportunity to sponsor a yacht in Grand Prix yacht racing. Commercial sponsors of the WaveRunner yacht can buy space for logos and graphics on the WaveRunner's sails, hulls, crew member's uniforms, and trailers. For enough sponsorship money, the WaveRunner will even change its name to better fit the sponsor. The WaveRunner is scheduled to compete in five Grand Prix yacht-racing events every year. MakeWaves claims on its website that sponsoring the WaveRunner in a race could result in millions of impressions in sailing magazines and newspapers as well as on broadcast media, and offers specific calculations to those who inquire.
How would an advertiser hope to benefit from sponsoring the WaveRunner?
a. By avoiding the ego-driven decision making often associated with traditional advertising.
b. By strategically placing its product at a sporting event to reach as wide an audience as possible.
c. By taking part in the most cost-efficient form of promotion and advertising.
d. By transferring consumers' positive feelings about yacht racing to the product.
Answer
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