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- Event and Cause
CHAPTER 19
Sponsorships
© 2010 South-Western, a part of Cengage Learning PowerPoint Presentation by Charlie Cook
All rights reserved. The University of West Alabama
Eighth Edition
- Chapter Objectives
After reading this chapter you should be able to:
1. Understand event sponsorships and how to select
appropriate events.
2. Appreciate the reasons underlying the growth of event
sponsorships
3. Know what factors a company should consider when
selecting an event to sponsor.
4. Understand how and why companies ambush events.
5. Appreciate the importance of measuring sponsorship
performance.
© 2010 South-Western, a part of Cengage Learning. All rights reserved. 19–2
- Chapter Objectives (cont’d)
After reading this chapter you should be able to:
6. Recognize the nature and role of cause-related
marketing (CRM).
7. Appreciate the benefits of CRM programs.
8. Understand that accountability is a key consideration
for cause-oriented as well as event-oriented
sponsorships.
© 2010 South-Western, a part of Cengage Learning. All rights reserved. 19–3
- Sponsorship Marketing
• Sponsorship
Is an exchange between a sponsor [such as a brand]
Is
and a sponsee [such as a sporting event] whereby
the latter receives a fee and the former obtains the
right to associate itself with the activity sponsored
right
Is the marketing of the association by the sponsor
Both activities are necessary if the sponsorship fee is
Both
to be a meaningful investment
to
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 19–4
- Why the Growth in Sponsorships
• Sponsorships
Help firms to avoid the clutter in advertising media
Help firms respond to consumers’ changing media
Help
habits
habits
Help firms gain the approval of various constituencies
Can enhance brand equity by increasing consumer
Can
awareness and by enhancing the brand’s image
awareness
Enable marketers to target their marcom efforts to
Enable
specific geographic regions and lifestyle groups
specific
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 19–5
- Event Sponsorship
• Event Sponsorship
Is a form of brand promotion that ties a brand to a
Is
meaningful athletic, entertainment, cultural, social, or
other type of high-interest public activity
other
• Factors in Selecting Sponsorship Events
Image matchup
Target audience fit
Sponsor misidentification
Clutter
Complement other marcom efforts
© 2 South-Western, a part of
010
Economic viability
Cengage Learning. All rights
reserved. 19–6
- Event Sponsorship (cont’d)
• Creating Customized Events
Choosing to develop events rather than sponsoring
Choosing
existing events
existing
Provides a brand total control over the event
Can be more effective but less costly
• Ambushing Events
Occurs when companies that are not official
Occurs
sponsors undertake marketing efforts to convey the
impression that they are
impression
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 19–7
- Event Sponsorship (cont’d)
• Measuring Success
The brand marketer must specify objective(s) that the
The
sponsorship is intended to accomplish.
sponsorship
In measuring the results, there has to be a baseline
In
against which to compare some outcome measure.
against
This baseline is typically a premeasure of brand awareness,
This
brand associations, or attitudes prior to sponsoring an event.
brand
Measure the same variable (awareness, associations,
Measure
etc.) after the event to determine whether there has
been a positive change from the baseline level.
been
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 19–8
- Cause Sponsorships
• Cause-Related Marketing (CRM)
Entails alliances that companies form with nonprofit
Entails
organizations to promote their mutual interests.
organizations
Based on the idea that a firm will contribute to a
Based
cause every time the customer undertakes some
action that supports the firm and its brands
action
• Requirements for Successful CRM
Fit—Does the brand naturally related to the cause?
Accountability—Will the CRM yield sufficient returns
he
© 2010n investment oraachieve non-financial objectives
onSouth-Western, part of
o
Cengage Learning. All rights
reserved. 19–9
- Cause Sponsorships (cont’d)
• Benefits of Cause-Related Marketing (CRM)
Enhances corporate or brand image
Thwarts negative publicity
Generates incremental sales
Increases brand awareness
Broadens customer base
Reachs new market segments
Increases sales at retail level
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 19–10
- Figure 19.1
KitchenAid’s
CRM Program
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 19–11
- Figure 19.2
Tyson’s
Share Our Strength
CRM Program
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 19–12
- Figure 19.3 Nabisco Brands CRM program required
a Ritz-brand proof of purchase
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 19–13
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