Sponsorship (1)

Sponsorship (1)

Advertising Objectives

When Banned

• Cigarettes– Alternatives

• Cricket• Golf

Associated Advertising

• Boards And Bunting• Boards @ Horse racing

To promote products

• Canon– Promotion of not just cameras– Yamaha not keyboards

Introduction of new product

• Coors beer with TV sponsorship of new TV series• Lucozade as a sports drink not as formally a sick persons

drink/recovery aid

Exploit other adverting activities

• Programme adverting• Facilities for product displays

Cost effectiveness

Testing results

• Monitoring media coverage– Types of publications– Types of programmes– Tone

• Market research – Pre– Post– During– Types of

• Opinion polls• Dealer audits

– Areas to observe• Name familiarity• Better knowledge / awareness of name /brand• Greater brand /name share

Sponsored TV

Restrictions

• Only sponsors name to appear • Nigeria maybe drunk / mentioned

Only sponsors name to appear

• In trailers• Trailers• Credits• Situations

– Beer & beer drinking dective– Multi coloured umbrella / jolly cartoon / weather forecast– Agatha christie's poirot

• Aeg appliances– Networked TV greater return / than local/ regional

Problems of sponsorship

Due to exposure

• Football hooliganism• Something goes 'wrong'

Marketing objectives

Positioning of the product

• Individual segment of market– Financial Times– HSBC– Coca Cola vie Famous grouse (Whiskey)

Supporting dealers

• Car rallies

Opening of branches

• Use of personalities to open new facilities

International Marketing

• Using traditional activities in home national (golf) in order that seen in 'new' market

Public relations objectives

Goodwill

• Sponsorship of– Libraries– Art Galleries– Museums

• Used when new to a new market/country• Public interest

Corporate image

• Cornhill insurance / cricket

Corporate identity

• Promoting logo• Colour scheme