Sponsorship

1
Sponsorship

• Distinction between donation up to IRS
• If MKT/Promotional budget sponsorship
• Community relations budget line donation
• Why Sponsorship big now
• Some programs wouldnt exist without
• Festivals/special events are sponsor appealing
• Better understanding of sponsorship roles
• Not just begging for , both sides can win

2
Benefits of Sponsorship

• Traditional promotion vehicles
• Personal selling, advert, publicity incentives
• Now we can add sponsorship!
• Question is, how can we best use all five?
• Sponsorship Strengths
• Helps w/ image helps w/ positioning!
• Creates a more intimate relationship w/ targets

3
Benefits (cont.)

• Longer relationships are preferred
• To establish linkage in peoples minds
• Categories of benefits (p. 415 detail)
• Increased awareness
• Enhanced image
• Product trial or sales opportunities
• Hospitality opportunities

4
Roles of Sponsorship in the Product Adoption
Process
Potential Sponsorship Benefits
Product Adoption Process
Awareness Aware of products existence Limited
knowledge of attributes
Awareness
Interest More detailed knowledge of Products
benefits acquired Favorable attitude emerges
Image Enhancement
Desire Appraisal of products merits
Product Trial/Sales Opportunities
Purchase Action Decision to purchase product
Hospitality Opportunities
Reinforcement Consolidate loyalty to product
5
Sponsor Benefits (cont.)

• Sponsor types solicited
• Financial, Media and in-kind
• Medias Role
• 1st question how much media exposure?
• More media more benefit for sponsors
• News greater credibility than ads
• Use of celebs/personalities
• Increases media exposure
• Promotional air-time (mentioned w/ ads)
• Vs. Editorials (human interest little exposure)

6
Sponsorship by Alcohol/Tobacco?

• Tobacco
• Linkage obscures connection w/ disease
• Virginia Slims tennis, or disease?
• Enables penetration into youth markets
• Advertised w/o Surgeon General warning
• Beer (much more difficult decision)
• Sponsor monies are much larger
• Consumption o.k., abuse is not

7
Measuring Sponsorship Impacts

• Very difficult to do because
• Simultaneous with other communication
• Cant isolate unique impact of sponsoring
• Uncontrollable environmental factors
• Rise/fall might not be due to sponsorship
• Pursuit of multiple objectives
• must use multiple methods to get impact
• Figure 16.3 Stages in communication

8
Possible Things to Measure

• Message Exposure
• How often was your message seen/displayed?
• Impact on Awareness and Image
• Aided vs. Unaided and was image enhanced?
• Table 16.2 reveals image lower over time??
• Impact on Intent to Purchase
• Should move from aware to interest to intent
• Impact on Sales (most desirable measure)
• Did sponsorship increase sales?