Chapter 11 Sponsorship
Sponsorship is an economic investment in activity in return for promotional benefits.
Purpose: Brand awareness and Product awareness
Congruity of sponsorship gives effectiveness
Sponsorship isolate the brand and transmits a message effectively
Target Groups:
sponsorship audiences are very diversified
sponsorships are explicitly linked to events
Sponsorship initiatives that can best reach the appropriate target groups will be chosen based on the global communications campaign's obj.
Objectives
flexible communications allow marketing obj and comm obj. to be reached
marketing communications obj: awareness-building and image building
improve the image with a specific target group of interest
Types of sponsorship: Event related and Cause related
Event: Sports, Arts, Culture, Entretainment
Cause Related: MUSH, Value Marketing, Transaction-based
A solid match between the company's positioning and the sponsored event increases the efficacy of sponsorship.
Budgets & Effectiveness
depend on the expected effectiveness
Establish what goals they want to attain and determine how much a sponsorship program can help them achieve them.
Sponsor effectiveness indicatives:
Communications results
Exposure
sales and market share
feedback from participating groups