| A | B |
|---|
| event triangle | formed by the interaction of the event, the sponsors, and the fans. |
| exchange | the give-and-take between the event, the sponsors, and the fans. |
| booking agent | a firm that contracts with the venue on behalf of the performers. |
| trailer mash-up | a promotion meant to create excitement that includes the combination of short ads or trailers for all of the award-nominated films into one short film that is posted online. |
| sponsorship | occurs when an individual or business provides products, services, or financial support for a sports team or an event. |
| logo | the graphic representation of a company's name. |
| corporate sponsorship | using the name of a product or business as part of the name of an event venue. |
| endorsement | a well known person's public expression of approval or support for a product or service. |
| promotional plan | a written, detailed description of how the four elements of promotion-advertising, sales promotion, publicity, and personal selling will be used. |
| gross rating points (GRP) | multiplying the reach by the frequency, expressed as a percentage, provides the estimated total potential audience. |
| cost-per-thousand (CPM) | when the cost effectiveness of a specifi media is evaluated based on the cost of each exposure to an ad divided by its reach in thousands. |
| promotional mix | the blending of the promotional elements of advertising, sales promotion, publicity, and personal selling |
| quantitative measurement | a method used to measure results that provides information in terms of numbers or percentages. |
| loyal users | people who open an app at least three times in 30 days. |
| qualitative measurement | a method used to measure results that is subjective and depends on interpretation. |
| experiential activations | interactions with customers through festivals, tours, or licensed merchandise to retain satisfied customers. |
