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Title:

Sponsorship 1

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Networked TV greater return / than local/ regional. Problems of sponsorship. Due to exposure ... Use of personalities to open new facilities. International Marketing ... – PowerPoint PPT presentation

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Title: Sponsorship 1


1
Sponsorship (1)
2
Sponsorship (1)
3
Advertising Objectives
4
When Banned
  • Cigarettes
  • Alternatives
  • Cricket
  • Golf

5
Associated Advertising
  • Boards And Bunting
  • Boards _at_ Horse racing

6
To promote products
  • Canon
  • Promotion of not just cameras
  • Yamaha not keyboards

7
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

8
Exploit other adverting activities
  • Programme adverting
  • Facilities for product displays

9
Cost effectiveness
10
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

11
Sponsored TV
12
Restrictions
  • Only sponsors name to appear
  • Nigeria maybe drunk / mentioned

13
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

14
Problems of sponsorship
15
Due to exposure
  • Football hooliganism
  • Something goes 'wrong'

16
Marketing objectives
17
Positioning of the product
  • Individual segment of market
  • Financial Times
  • HSBC
  • Coca Cola vie Famous grouse (Whiskey)

18
Supporting dealers
  • Car rallies

19
Opening of branches
  • Use of personalities to open new facilities

20
International Marketing
  • Using traditional activities in home national
    (golf) in order that seen in 'new' market

21
Public relations objectives
22
Goodwill
  • Sponsorship of
  • Libraries
  • Art Galleries
  • Museums
  • Used when new to a new market/country
  • Public interest

23
Corporate image
  • Cornhill insurance / cricket

24
Corporate identity
  • Promoting logo
  • Colour scheme
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