Marketing Communication
My marketing concept is event sponsorship. Event sponsorship is when a company agrees to pay money to event organizers in exchange for the opportunity to use the event as a marketing platform. There are many benefits to event sponsorship, including brand exposure, but the primary benefit is for brand associations to be created. Typically, the brand is associated with the event, which might be an athletic event, a charitable event or a community event. The sponsorship works on the principle of image transfer, where the positive associations of the event are transferred to the brand that has provided the sponsorship (Gwinner & Eaton, 1999). It has been argued that the greater the fit between the brand and the event, the better this image transfer will be (Haden, 2014).
There are several examples that can be found of event sponsorship. At very high levels, we can look to the recent World Cup in Brazil. This event is a high-level opportunity for brands to gain exposure to a massive worldwide television audience, and millions of people who attend the events live....
The master of the ceremony will be the key agent of advertisement during the event (Argenti 37). He will adorn himself at four different times with attires that are representing the brands of each of the four key sponsors. The event is expected to cost an estimate of $8,000, which is inclusive of the token of appreciation given to the artists and the total cost incurred in running advertisements via
Management, Tour Down Under 2013 Events are the motivator of tourism. Events deliver a special atmosphere of festivity, hospitality and tradition. (Getz. 2008). In the last few years, the event has become an industry in its own right because of its strong growth rates. Its maturity makes governments to develop keen interest in the industry, and governments now promote and support the industry to enhance economy development. However, the event
Positioning and Brand Loyalty: Sports events usually include activities like conferences, fundraising, exhibitions, promotions, product launches, social events, and others. During such events, event organizers have several responsibilities including developing event sponsorships, budget organization, collateral management, marketing, and venue management. The marketing of sports products requires employees to have a link with customers and other sports audiences. In order to increase a product's performance in the sports industry, there is need
Pooch Pantry - Unit VII - Communications, Sponsorship, and New Products Communications Channels The communications objectives for the firm and the product will impact on the way the messages are created and the channels used to make those communications. The communications objectives may be divided into two main categories; the retailers who the firm will want to stock the product, and the consumers who will be the end users. The communication to the
The Wimbledon Tennis tournament as a hallmark-sporting event creates these social and cultural impact of the community. This is because according to theory transient and recurring events act as important methods of collecting identification of host communities. They present opportunities of asserting, reproducing, reinforcing, and contesting prevailing cultural values and beliefs and social norms (Quinn 2009). Hallmark events are identified as functions that support and reinforce the image of
Management Plan for Launching a Toyota Brand The event is about launching a new Toyota Hybrid Cruiser to be used in the Australian Market. The first point is developing goals and objectives of the event. The event will be guided by the goals and objectives since the management will be struggling to meet them. The hosting ground should be booked after the goals have been set. Ideally, Melbourne's Federation Square
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