Download Integrated Marketing Communications 8e.

INTEGRATED MARKETING
COMMUNICATIONS
IN ADVERTISING AND PROMOTION
CHAPTER 19
Event and Cause
Sponsorships
© 2010 South-Western, a part of Cengage Learning
All rights reserved.
PowerPoint Presentation by Charlie Cook
The University of West Alabama
Eighth Edition
Chapter Objectives
After reading this chapter you should be able to:
1. Understand event sponsorships and how to select
appropriate events.
2. Appreciate the reasons underlying the growth of event
sponsorships
3. Know what factors a company should consider when
selecting an event to sponsor.
4. Understand how and why companies ambush events.
5. Appreciate the importance of measuring sponsorship
performance.
© 2010 South-Western, a part of Cengage Learning. All rights reserved.
19–2
Chapter Objectives (cont’d)
After reading this chapter you should be able to:
6. Recognize the nature and role of cause-related
marketing (CRM).
7. Appreciate the benefits of CRM programs.
8. Understand that accountability is a key consideration
for cause-oriented as well as event-oriented
sponsorships.
© 2010 South-Western, a part of Cengage Learning. All rights reserved.
19–3
Sponsorship Marketing
• Sponsorship
 Is an exchange between a sponsor [such as a brand]
and a sponsee [such as a sporting event] whereby
the latter receives a fee and the former obtains the
right to associate itself with the activity sponsored
 Is the marketing of the association by the sponsor
 Both activities are necessary if the sponsorship fee is
to be a meaningful investment
© 2010 South-Western, a part of Cengage Learning. All rights reserved.
19–4
Why the Growth in Sponsorships
• Sponsorships
 Help firms to avoid the clutter in advertising media
 Help firms respond to consumers’ changing media
habits
 Help firms gain the approval of various constituencies
 Can enhance brand equity by increasing consumer
awareness and by enhancing the brand’s image
 Enable marketers to target their marcom efforts to
specific geographic regions and lifestyle groups
© 2010 South-Western, a part of Cengage Learning. All rights reserved.
19–5
Event Sponsorship
• Event Sponsorship
 Is a form of brand promotion that ties a brand to a
meaningful athletic, entertainment, cultural, social, or
other type of high-interest public activity
• Factors in Selecting Sponsorship Events
 Image matchup
 Target audience fit
 Sponsor misidentification
 Clutter
 Complement other marcom efforts
 Economic viability
© 2010 South-Western, a part of Cengage Learning. All rights reserved.
19–6
Event Sponsorship (cont’d)
• Creating Customized Events
 Choosing to develop events rather than sponsoring
existing events

Provides a brand total control over the event

Can be more effective but less costly
• Ambushing Events
 Occurs when companies that are not official
sponsors undertake marketing efforts to convey the
impression that they are
© 2010 South-Western, a part of Cengage Learning. All rights reserved.
19–7
Event Sponsorship (cont’d)
• Measuring Success
 The brand marketer must specify objective(s) that the
sponsorship is intended to accomplish.
 In measuring the results, there has to be a baseline
against which to compare some outcome measure.

This baseline is typically a premeasure of brand awareness,
brand associations, or attitudes prior to sponsoring an event.
 Measure the same variable (awareness, associations,
etc.) after the event to determine whether there has
been a positive change from the baseline level.
© 2010 South-Western, a part of Cengage Learning. All rights reserved.
19–8
Cause Sponsorships
• Cause-Related Marketing (CRM)
 Entails alliances that companies form with nonprofit
organizations to promote their mutual interests.
 Based on the idea that a firm will contribute to a
cause every time the customer undertakes some
action that supports the firm and its brands
• Requirements for Successful CRM
 Fit—Does the brand naturally related to the cause?
 Accountability—Will the CRM yield sufficient returns
on investment or achieve non-financial objectives
© 2010 South-Western, a part of Cengage Learning. All rights reserved.
19–9
Cause Sponsorships (cont’d)
• Benefits of Cause-Related Marketing (CRM)
 Enhances corporate or brand image
 Thwarts negative publicity
 Generates incremental sales
 Increases brand awareness
 Broadens customer base
 Reachs new market segments
 Increases sales at retail level
© 2010 South-Western, a part of Cengage Learning. All rights reserved.
19–10
Figure 19.1
KitchenAid’s
CRM Program
© 2010 South-Western, a part of Cengage Learning. All rights reserved.
19–11
Figure 19.2
Tyson’s
Share Our Strength
CRM Program
© 2010 South-Western, a part of Cengage Learning. All rights reserved.
19–12
Figure 19.3
Nabisco Brands CRM program required
a Ritz-brand proof of purchase
© 2010 South-Western, a part of Cengage Learning. All rights reserved.
19–13