for many years, corporations purchased advertising time during college football
ID: 1184835 • Letter: F
Question
for many years, corporations purchased advertising time during college football bowl games to promote their products.during the latter part of the twentieth century, a new form of sponsorship emerged, as corporations purchased naming rights to most of these bowl games. the Sugar Bowl, Orange Bowl, and Fiesta bowl are now known as the Allstate Sugar bowl, the fedex orange bowl and the tostitos fiesta bowl. more than two dozen football fans complain about the practice, bowl organizers welcome the revenue generated through the sale of naming rights. 1. how does corporate sponsorship affect the demand for the sponsor's product? 2. why have so many companies purchased naming rights rather than purchase time to broadcast commercials during football bowl games ?Explanation / Answer
FOLLOW THIS Programming Sensitivity Corporations that sponsor programs on TV do so to connect with a specific audience that may buy the corporation's service or product. If the program changes, the corporation will weigh whether there are improved or decreased chances the TV advertising will translate into more sales. Influence Pressure comes in the form of a corporation refusing to advertise around a specific program. This choice is a direct hit in the wallet, as the refusal is clearly connected with the corporation's dissatisfaction with programming. The channel must decide whether to lose the advertising or change the program to get the revenue back. Varied Influence Historically major networks (ABC, NBC and CBS) once dominated viewership and related advertising dollars. But with modern cable, much of the audience has moved to other programming. Corporation sponsorship now varies and fluctuates depending on the time slot and programming demand. For nonprofit channels, the revenue can still be a mainstay. Read more: How Corporate Sponsorship Affects TV Programs | eHow.com http://www.ehow.com/facts_7538702_corporate-sponsorship-affects-tv-programs.html#ixzz2M4WTYxxm
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