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Essay / Research Paper Abstract
This 5 page paper looks at how and why sponsorship is used and considers whether or not sponsor is a successful strategy and how that success or failure can be measured. Examples to illustrate points raised. The bibliography cites 10 sources.
Page Count:
5 pages (~225 words per page)
File: TS14_TEcorspon.rtf
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Unformatted sample text from the term paper:
the marketing. The key is to get the name known, create positive association that may create or increase demand and use maintenance marketing to keep the customers aware of the
brand name and the products. Marketing is fraught with many difficulties. noise may prevent the target market hearing the message and repetition may create familiarity, but it may also engender
indifference (Kotler, 2003). The marketers also have to compete with messages from other marketers, which has also meant there is the need for innovation to help the marketing message get
through to the target market as the messages compete with each other (Hooley et al, 2003). One tool that has become increasingly important in the marketers tool box has been
that of sponsorship. The aim is usually to support the brand image with the creation and maintenance of a brand message. Sports brands, such as Nike and Adidas support
sporting events, but may also support a wider range of events if they feel it will exposure their target market to the brand and support the brand message. Other companies
will sponsor events in the same way, choosing events that they feel compliment their brand with the association. For example, Pepsi have sponsored music events. McDonalds is also a large
corporate sponsor, spending millions of dollars a year on sponsoring different events as well as having a massive marketing budget. However, with the recent difficulties there may be questions raised
regarding the most effective use of the marketing budget, along with this there are also risks, the right association may not be created of the wrong event or team are
chosen, few buyers will want to be associated with the perception of poor performance or loss. Sponsorship of events is the provision
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