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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 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.
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
Appeals rationally and emotionally
Three Types of Sponsorship • Sports Marketing • Special Event Marketing • Social Responsibility • Cause-Related Marketing • Social Marketing
Sponsorship: Sports Marketing • Forms • Athlete • Athletic event • Televised athletic event • Award
Special Event Marketing • Linking with a special event to build awareness or relationship with target audience
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
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
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
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?)
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
Next Session… • Wrap-up discussion of sponsorship and alternative media • Q & A for exam 3/10/05