In this section you will hear a mini-lecture. You will hear the lecture once only. While listening to the lecture, take notes on the important points. Your notes will not be marked, but you will need them to complete a 15-minute gap-filling task on ANSWER SHEET after the mini-lecture. Use the blank sheet for note-taking.
At present companies and industries like to sponsor sports events. Two reasons are put forward to explain this phenomenon. The first reason is that they get (1) throughout the world.
The second reason is that companies and industries (2) money as they get reductions in the tax they owe if they sponsor sports or arts activities.
As sponsorship is (3) careful thinking is required in deciding which events to sponsor.
It is important that the event to be sponsored (4) the product(s) to be promoted. That is, the right (5) and maximum product coverage must be guaranteed in the event.
Points to be considered in sports sponsorship.
Popularity of the event
International sports events are big (6) events, which get extensive coverage on TV and in press.
Smaller events attract fewer people.
Identification of the potential audience
Aiming at the right audience is most important for smaller events.
The right audience would attract manufacturers of related products like (7) , etc.
Advantages of sponsorship
Advantages are longer-term.
People are expected to respond (8) to the products promoted and be more likely to buy them.
Advertising is (9) the mind.
Sponsorship is better than straight advertising:
a) less (10)
b) tax-free