Introduction
According to Ali et al. (2006), sponsorship is mutually beneficial exchange of sponsor resources in return for promotional value and association with sponsee. Sponsorship provides sponsor an efficient way to differentiate themselves from its competitors as well as impact consumer‐oriented objectives (e.g., brand awareness or image), and achieve competitive advantage (Fahy et al., 2004).
It is apparent that sponsorship can be a viable and potentially profitable approach to achieving marketing communication objectives while also building strong product or brand equity (Aaker, 1991; Marshall & Cook, 1992). Ideally, sponsoring firms would like the fans of a particular event to connect positive feelings for the property to their brands or specific products and services (Madrigal, 2001), a process often operationalized as image transfer (Gwinner, 1997).
Thus, many corporate sponsors seek to develop, improve, or change their brand image by associating their company or brand with a specific sporting event (Gwinner, 1997; Gwinner & Eaton, 1999). Other marketing objectives that can be accomplished through sponsorship endeavors include generating goodwill within the target audience (Meenaghan, 2001), fostering positive attitudes toward the brand (Koo, Quarterman, & Flynn, 2006; Lee, Sandier, & Shani, 1997) and increasing consumer purchase intentions (Lee et al., 1997; Shanklin & Kuzma, 1992).
In this report, it will cover the aim and objectives of the sponsorship deal, the target audience, list of the potential sponsor, advantages of sponsorship, the image transfer, ethical issues that may arise, activations and how to evaluate the sponsorship after the event. The aim for this proposal is to provide mutual benefits for both...
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...hear in the form of determining circulation coverage.
3. Communications effects- utilize advertising effectiveness techniques, such as recall and recognition measures with both ‘top of the mind awareness’ and prompted approaches.
Sponsorships could also be measured by all elements of brand equity (Meenaghan & O’ Sullivan, 2013 and Walliser, 2003). Evaluation can be carried out using different procedures, such as;
• Alliance with other sponsors
• Spectator figures
• Increased product of sales post-event
• Sponsor name recall surveys
• Product awareness surveys
However, Wagen and White (2010) suggested that sales of products are the most effective method for evaluation. In addition, Lee and Lee (2013) further elaborated that fans tend to have favorable brand attitude toward certain sponsoring brand and would only buy product that they are aware of.
Sporting is one of the universal activities that brings people from different backgrounds together and is viewed as an income generating activity that creates revenue for the participants as well as the location where the activities are held. The NCAA Final Four Basketball Tournament is one of the most anticipated sporting events in the US that attracts a high number of fans in the cities where it is held. Before the Final Four is held in given location, it is imperative for the organizers to have a detailed understanding of the venue so that they can introduce marketing strategies that are in line with the demands of the fans (Snipes & Ingram, 2007). The host committee is charged with the responsibility to come introduce an exhilarating experience for the locals and visitors. Owing to the interest generated
Shank, M. D. (2009). Sports marketing: a strategic perspective (4th Ed.). Upper Saddle River, N.J.: Pearson Prentice Hall.
In the world of sports, everything from the cups the athletes drink from to the
Brands create inspirational lifestyles based on these consumer relationships. Associating oneself with a brand transfers these lifestyles onto consumers. Marketing is very
Marketing companies know that by associating a product with an athlete it can drastically increase sales. Fig 1. Gaines, Cork. "... ... middle of paper ... ...
13. Shimp, T., and Andrews, C., (2013), Advertising Promotion and Other Aspects of Integrated Marketing Communications (9th Edn.), Cengage Learning: Mason.
When I learned that I had to write this research paper, instead of procrastinating, I convinced myself to JUST DO IT. This phrase also happens to be one of the signature phrases of the leading athletic apparel company, Nike. The JUST DO IT campaign has been very successful for Nike, but it is not he sole reason for their success. Nike’s campaign has definitely persuaded me to go out and buy a few Nike products. So what exactly does Nike’s persuasive campaign consist of? This paper will discuss all aspects of Nike’s persuasive campaign. Some of the campaign’s strategies, goals, and techniques will be revealed. Some persuasive theories that can be applied to the Nike advertising campaign will be identified and explained. After discussing these theories, the specific arguments of the campaign will be validated. Overall, the entire campaign will be analyzed and it will be determined whether the campaign is a success or a failure.
Sponsorship is a required element in a huge sporting event, such as the Olympics, as a large amount of funds is needed in order to prepare for the venues, materials and events, as well as to broadcast the Games on media. At the same time, the sponsoring companies can take the opportunities of being the supporters of an event to advertise their products and promote the positive values that represent their corporate social responsibility to the society. However, in a particular grand and well-known event like the Olympics, there can be questions raised about the relevance between some corporate sponsors and the values in sports. Dr. Susan Rose, a professor of marketing at Henley Business School, doubts McDonald’s, Cadbury, and Coca-Cola as being sponsors for the Olympics, as these brands own products that can be associated to obesity and tooth decay – the opposite of the values of health and sports (as cited in Smedley, 2012). Moreover, in order to directly promote their products, many companies choose to sponsor famous athletes whose characteristics and values best signify the features of the products; to successfully do so, mostly only well-known and charismatic athletes are selected. On the other hand, finance becomes an issue for less well-known athletes. Jordan Malone, an Olympic medalist in speed skating, reports that most athletes do not have full-time jobs due to huge devotion to training, and thus, have to rely on the fame that is gained through sport events, especially an event as renowned as the Olympics (as cited in Vasel, 2014). As a result, the athletes that are not signed for any brand contracts can have a difficult time trying to earn enough income. Furthermore, even for the all-star athletes: despite having contracts with the companies, those contracts can be canceled once the athletes have their reputation damaged, as
A company’s brand is one of its most valuable assets (Green and Smith 2002). Brands owners invest millions of dollars every year in advertising and promotion to raise awareness and create demand for their brands.
In addition, this barrier to entry essentially results from many profitable event planning businesses incorporating trust, reliability, credibility, and responsibility. Besides, advertising is a very keen objective that serves a grand purpose in brand loyalty. Likewise, many established businesses have more opportunity and awareness through advertising. The role of advertising serves as a barrier to entry within my market in that it strengthens buyer preferences for the products/services of recognized existing firms (Thomas & Maurice,
Celebrities advertising are no panacea for achieving attention and higher sales. Their belief is the celebrity message deliver a higher degree of appeal, and attention. Marketer’s claims that a celebrity creditability increase memorability of the message and may provide positive effect that could be generalized to the brand states M. Mohan & B, Loue & R, Hudson. Firms have come to realize celebrity spokespersons like Tiger Wood have believability, purchase intentions and favorable effect on consumers. “ “The casual observer is somewhat inclined to believe that professional sport athletics are in greater demand as celebrity product endorser” (S, George, & J, Mathew & J, Jones, 2003).
Helm, C., & Jones, R. (2010). Extending the value chain – A conceptual framework for managing the governance of co-created brand equity. Journal of Brand Management, 17(8), 579-589. doi:10.1057/bm.2010.19
According to Shimp (2007), there are five important factors which determine the purpose of advertisement in terms of marketers’ communication with consumers. He listed these five factors as follows: “(1) informing, (2) influencing, (3) reminding and increasing salience, (4) adding value, and (5) assisting other company efforts.” (p.246). To clarify that, the first most important aspect is informing people which means company needs to enhance the awareness of the consumer about their products by mentioning its advantages and features. Advertising also affect the products in two ways. Firstly, by basic demand, which build consumer desires for old products of the company and secondly, refers to a new brand of the company. In addition, effective advertising can retain consumer’s mind fresh about the image of a brand which develops the trace of the memory where consumers have to choose between two or more products. Moreover, it may change the product quality, create new, well-designed and elegant product and change consumers view towards the product. Lastly, by effective advertising program, company may save money and time as s...
According to the Handbook of Media Management and Economics, marketing is “the art and science of satisfying consumer needs.” Marketing campaigns are strategic plans that will allow a company to push their consumer into buying their product. A good campaign will identify the consumer, their consumer’s needs and desires, and what the consumer needs to experience to convince them the product will fulfill that need or desire. T...
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