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4550: Sponsorship

4550: Sponsorship. Dr. Campbell 3/3/05 (– 3/8/05). 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.

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4550: Sponsorship

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  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 consumer’s 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: Kellogg’s 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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