最新Short rnd Sponsorship(共20张PPT课件).pptx

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1、Sponsorship/Celebrity EndorsmentnHousekeepingnNew DevelopmentsnReprise of Session VIII AdvertisingnTodays Topic Leveraging Secondary Associations to Build the Brand Sponsorship/Celebrity Endorsement第一页，共二十页。New DevelopmentsnMonopoly revitalising an Old Brand Disney Version Nottingham Version第二页，共二十页

2、。nMetropolitan PolicePatent, Trademark the helmet and badgeAlready done by the NYPD第三页，共二十页。Yao Ming Birthdate: 9/12/80NBA Position: CenterTeam: Shanghai SharksEducation: Shanghai Sports CollegeHt: 7-5Wt: 295Hometown: Shanghai, China第四页，共二十页。Who Wants a Piece of the Action? 第五页，共二十页。Sponsorships Sco

3、penEstimated World-wide spend on Advertising is 19 billion and growing (1999 estimate).nIn the UK 2000, Arts sponsorship = 141m (+23% 98/99), Sports sponsorship = 377m (+5% 98/99) : 2002 = 1 billion on sport alone nFIFA suggests soccer generates $200 billion economic activity p.a. The World Cup gene

4、rates audiences in excess of 30 billion. 1 in 3 people on the planet watched the final第六页，共二十页。nMay be efficient (i.e.target market match - Rolex &Yaughting, Man. U. &Vodaphone).nMay be Effective:- n1. In Raising Awareness e.g. Martell and Cornhilln2. Emotional (excitement) involvement with event br

5、eaks through filtering and market noiseSponsorship Benefits (over the other Promo Mix Elements)第七页，共二十页。Sponsorship Benefits ContinuednAllows for Brand Image Transfer (Autoglass and Chelsea, Volvo and Tennis/Golf)nMotivates Internal MarketersnCorporate Hospitality OptionsnNewsworthiness/RelevancenLe

6、verage potential第八页，共二十页。External Sponsorship Influences-DomainnArts, Sport, Charities, Media etc.Differing Personalities (Swatch v Royal Bank of Scotland) Differences in Perceived Altruism v Commercialism Emotional Power Brands第九页，共二十页。Sponsorship CategoryBrand Image TransferHIGH-BROW ARTSMASS ARTS

7、ENVIRONMENTAL PROGRAMMESHEALTHY, YOUNG, ENERGETIC, FAST, VIBRANT, MASCULINESOPHISTICATED, ELITE, DISCRIMINATING, UP-MARKET, SERIOUS, PRETENTIOUSYOUNG, ACCESSIBLE, FRIENDLY, CURRENT, INNOVATIVE, COMMERCIALADMIRABLE, CONCERNED, CARING, INTELLIGENT, EXPLOSIVECARING, CONCERNED, EXPLOITATIVESource: Meene

8、ghan and Shipley (1999), Media Effect in Commercial Sponsorship, EJM, 33 (3/4)SPORTSSOCIAL CAUSESN.B. These are aggregated/composite images. They will vary within the category (eg Rugby Union v Rugby League)第十页，共二十页。Sponsorship Focus nIndividual Risk and Personality Benefit (e.g Eric Cantona) nTeam

9、Less Risk, Less Clarity of Personality (Nike and Brazil)nEvent Local v Global: Quality v Sincerity (Tescos Computers for schools v IBM and Olympics)第十一页，共二十页。Sponsorship CompositionnIndividual (Flora)nComposite (Leicester RFC - Next, Alliance and Leicester etc.)nComplex (World Cup 98 - 12 main spons

10、ors, 40minor sponsors, 150 logo/merchandising deals)nTrends in Sponsorship CompositionMore ComplexityMore Ambush Marketing (Adidas v Nike in 98 World Cup)第十二页，共二十页。Sponsorship StatusnSincerity and Local Sponsorship (Community based e.g Tescos computers for Schools).nHigh Status and Perceived Quality

11、 of Sponsoring Brand(s)nGlobal Events and Quality第十三页，共二十页。Sponsorship DurationnLongevityCornhill v Gillette v VolvonPromiscuity Nationwide and Glen HoddlenExit Strategies第十四页，共二十页。Choosing a Brand to SponsornThe Power of a Brands image is a function of :- Favourability (Football 1980s v now) Streng

12、th (Fan allegiance behaviour) Unique (Man U., Grand National etc).第十五页，共二十页。Celebrity EndorsementnAs with Sponsorship, CE aims to produce transfer of image from the celebrity to the endorsed brandnBy definition celebrity means that the endorser is well known to the customer.nIt is less clear as to w

13、hat elements of image transfer and why Fit?第十六页，共二十页。Name the Endorser and Brand第十七页，共二十页。Applying Fit to Sponsorship/CEnFit arising fromsource credibility:- Expertise: The extent to which the communicator is perceived to be a source of valid assertions about the object/message. Trustworthiness: The

14、 degree of confidence in the communicators intent to tell what is true Attractiveness: The physical and or emotional attractiveness of the source第十八页，共二十页。Kuala Lumpur 1998nPick a question and discuss it with your immediate neighbours第十九页，共二十页。内容(nirng)总结Sponsorship/Celebrity Endorsment。May be Effective:-。Emotional Power Brands。CARING, CONCERNED, EXPLOITATIVE。Fit第二十页，共二十页。