sponsorship (1). advertising objectives when banned cigarettes –alternatives cricket golf
DESCRIPTION
Advertising ObjectivesTRANSCRIPT
Sponsorship (1)
Sponsorship (1)
Advertising Objectives
When Banned
• Cigarettes– Alternatives
• Cricket• Golf
Associated Advertising
• Boards And Bunting• Boards @ Horse racing
To promote products
• Canon– Promotion of not just cameras– Yamaha not keyboards
Introduction of new product
• Coors beer with TV sponsorship of new TV series• Lucozade as a sports drink not as formally a sick persons
drink/recovery aid
Exploit other adverting activities
• Programme adverting• Facilities for product displays
Cost effectiveness
Testing results
• Monitoring media coverage– Types of publications– Types of programmes– Tone
• Market research – Pre– Post– During– Types of
• Opinion polls• Dealer audits
– Areas to observe• Name familiarity• Better knowledge / awareness of name /brand• Greater brand /name share
Sponsored TV
Restrictions
• Only sponsors name to appear • Nigeria maybe drunk / mentioned
Only sponsors name to appear
• In trailers• Trailers• Credits• Situations
– Beer & beer drinking dective– Multi coloured umbrella / jolly cartoon / weather forecast– Agatha christie's poirot
• Aeg appliances– Networked TV greater return / than local/ regional
Problems of sponsorship
Due to exposure
• Football hooliganism• Something goes 'wrong'
Marketing objectives
Positioning of the product
• Individual segment of market– Financial Times– HSBC– Coca Cola vie Famous grouse (Whiskey)
Supporting dealers
• Car rallies
Opening of branches
• Use of personalities to open new facilities
International Marketing
• Using traditional activities in home national (golf) in order that seen in 'new' market
Public relations objectives
Goodwill
• Sponsorship of– Libraries– Art Galleries– Museums
• Used when new to a new market/country• Public interest
Corporate image
• Cornhill insurance / cricket
Corporate identity
• Promoting logo• Colour scheme