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4550: Sponsorship

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Cause-related marketing involves corporate tie-in with non-profit organizations and charities. ... Strong ties to product sales. Direct benefits to customers ... – PowerPoint PPT presentation

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Title: 4550: Sponsorship


1
4550 Sponsorship
  • Dr. Campbell
  • 3/3/05 ( 3/8/05)

2
Sponsorship Definition
A business relationship in which a marketer
provides funds, resources, or services to an
individual, event, or organization in order to
gain some rights and association to be used for
commercial advantage.
3
Sponsorship Spending in North America
4
Sponsorship Marketing
  • Reasons for growth
  • Advertising is expensive and cluttered
  • Can target customers effectively
  • Can be meaningful to target
  • Soft sell
  • Can create associations
  • brand personality
  • Generates excitement
  • Payback to the community
  • Tie-in with corporate entertainment

5
Appeals rationally
and emotionally
6
Three Types of Sponsorship
  • Sports Marketing
  • Special Event Marketing
  • Social Responsibility
  • Cause-Related Marketing
  • Social Marketing

7
Sponsorship Sports Marketing
  • Forms
  • Athlete
  • Athletic event
  • Televised athletic event
  • Award

8
Special Event Marketing
  • Linking with a special event to build awareness
    or relationship with target audience

9
Cause-Related Marketing
  • Cause-related marketing involves corporate tie-in
    with non-profit organizations and charities. The
    money or gifts a company gives to a charitable
    cause are tied to purchases made by consumers.
  • Sharing common beliefs with consumers

10
Uses
  • Provides a way to connect with consumers
  • Loyalty
  • Relationship value
  • Brand differentiation/positioning
  • Reinforces and supports the brand values/meaning
    in the target consumers mind

11
Effects of CRM (JPPM 1998)
12
Social Marketing
Corporate social marketing is an initiative in
which marketing personnel who work for a
corporation devote significant amounts of time
and effort toward persuading people to engage
in a socially beneficial behavior
13
Evaluating Success
  • Is society better off because of this program?
  • Has corporate involvement allowed this program
    to perform better than it would if it were
    managed by only a nonprofit or government
    agency?
  • (Has this improved our corporate position?)

14
Dimensions for Social Responsibility Programs
  • Social Responsibility Programs vary in terms of
  • Tie to product sales
  • Direct benefits to customers
  • Most effective Social Responsibility Programs
    have
  • Strong ties to product sales
  • Direct benefits to customers
  • Example Kelloggs All-Bran/National Cancer
    Institute Dietary Fiber Program

15
Sponsorship Advantages
16
Sponsorship Potential Problems
17
Next Session
  • Wrap-up discussion of sponsorship and alternative
    media
  • Q A for exam 3/10/05
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