Future Business Leaders of America (FBLA) Advertising Practice test

Which strategy involves creating a positive impression through associating a brand with events?

1. Sponsorship

2. Endorsement

3. Advertising

4. Public relations

The correct answer is: Sponsorship

The strategy that involves creating a positive impression by associating a brand with events is sponsorship. Sponsorship allows brands to connect with potential customers by linking their name and identity to specific events, such as sports competitions, concerts, or charitable activities. This association can enhance brand visibility and foster goodwill among the audience who attend or engage with the event, thereby creating a strong emotional connection between the brand and consumers. By sponsoring an event, a company benefits from the positive feelings and excitement associated with that event. For example, if a sports drink brand sponsors a major athletic event, it not only displays its products prominently but also aligns itself with the values of health, competition, and achievement that the event embodies. This can significantly boost brand loyalty and recognition as audiences often feel more positively about brands that support events they are passionate about. In contrast, endorsement specifically refers to a public figure or celebrity supporting or promoting a product, which is a different approach than directly associating a brand with an event. Advertising generally focuses on communicating a message about a product or service through various media rather than engaging with the audience through participation in events. Public relations involves managing a brand's image and building a relationship with the public through communication, but it may not directly involve the brand's presence