Sponsorship (MC, unit 2)

a two-way mutually beneficial partnership between sponsor & sponsored- works on premise association affect image

Objectives:

• inc. brand awareness
• build & enhance corporate image
• inc. awareness of products restricted in advertising

Types:

• Programme sponsorship
• Arts/Sports sponsorship promotions
• Other events (exhibitions/festivals)
• Individuals /teams

Consider:

1. relevance - what's the match between two orgs and potential target audience?
2. period of impact - how long b4 & after sponsorship will last?
3. uniqueness - how does it allow you to differentiate brand?
4. level of spin-off promotions - requires coordinated approach between all elements of mix

Product placement
- Increasingly important in film, video games, US TV (banned in UK)
- (Tomkins '03) advertisers will increase spending to overcome resistance to traditional communication forms
Example: In 2002, Die Another Day set a record by making $70m from companies who paid to have their wares displayed on screen.