文档介绍：Chart A North American sponsorship spending by type of property ? Increase brand loyalty 增加品牌忠诚度? Create awareness & visibility 产生知晓度和能见度? Change/reinforce image 改变和加强企业形象? Drive retail traffic 增加零售店人流? Showcase community responsibility 展示社区责任? Drive sales 推动销售? Sample/display brand attributes 样品试用/展示品牌? Entertain clients 招待客户? Narrowcasting 找到细分目标客户? Recruit/retain employee 招聘和留住员工? Merchandising opportunities 商品的广告推销机会? Incenting retailers, dealers and distributors 激励零售商, 代理商和批发商? Differentiate product from competitors 将自己的产品与竞争对手区分开来? Achievement of multiple objectives 多种目标 2003 2002 Nonalcoholic beverage 44% 40% Automotive 35 34 Bank 30 32 Beer 29 32 munications 26 27 Specialty retail ( clothing, toys, etc ) 19 10 Food 18 15 Financial services 16 10 Hotel 14 14 Airline 13 15 Chart B Most active non-media sponsor categories 2003 2002 2001 Pepsi-cola 19% 12% 13% Coca-cola 14 10 12 Anheuser-Busch 1199 General Motors 1054 Ford 834 DaimlerChrysler 7-- SABMiller 554 American Airlines 434 Discover Card 335 Verizon 335 Chart C Most panies Chart D Payment structure 产品分析 1、活动在一年中的哪个时间段进行? ? 新颖/创意/有趣? ? ? 促销的机会点, 如参与人员的资料信息等? ?是否了解他们? 估计参与的人数?