Marketing Assignment 代寫:贊助營銷計劃
1) The article by Quester and Thomson (2001) concludes that “…. sponsorship effectiveness is directly related to the degree to which the sponsors are willing to leverage their investment”. Briefly explain, using examples from their study, what is meant by this statement. (Advertising and Promotion Leverage on Arts Sponsorship Effectiveness)
Quester and Thomson employs an example of the 1988 adelaide Festival of the Arts by using an experimental method to discuss the relationship between different degree of investment with the motiveating factors behind and their relative effectiveness. Three sponsors, spending the most, the least and intermediate amount in sequence in enhancing their corporate image to society in general and increasing their product or service in specific target market, get different result after the event. Only the sponsor who spend the most have achieve its aim of making the audience aware of its role as a sponsor. It clearly indicates that the more investment you put in the sponsorship, the more effectiveness you can get from it.
2) Briefly discuss key differences between arts and sports sponsorship (Quester and Thomson, 2001) (Advertising and Promotion Leverage on Arts Sponsorship Effectiveness)
There are titally four differences between arts and sports sponsorship. First, the objective sought. Arts sponsorship rates community-relations and hospitality as their most impoertant objective while sports sponsorship aims more for audience reach, brand and product awareness and seeking media exposure. Second,the evaluation processes. Arts sponsorship carrys out more frequent evaluations. Third,audiences targeted. Arts sponsorship commonly centers the sponsorship function in the PR department rather than the marketing department that sports sponsorship usually conduct their programs in.last, they have different responsibility within the organization hierarchy. It is sports sponsorship, a closer sponsorship that takes the market function with a more effective management.
3) Briefly discuss the findings that emerged from the study by Coughlan and Mules (2001) from the viewpoint of sponsors. (SPONSORSHIP AWARENESS AND RECOGNITION AT CANBERRA’S FLORIADE FESTIVAL)
The study by Coughlan and Mules shows us that the sponsoring organizations are looking for various commercial outcomes from their sponsorship for the reason that sponsoring of events may increase perceived brand superiority and corporate image. To effectively achieve their own objectives, two points of rules should be noted. It is very important for sponsoring organization to clearly and effectively communicate to the consumer link between their organization and the event, which help sponsors stand out in the competition of the sponsorship during an event. The other thing is that if a sponsor wishes to achieve significant awareness at an event, they should ensure they do not sponsor an event with large numbers of sponsors and they shoud be highly visible “on the ground” during the event.
Visitor recognition levels of international and national brands are higher than local recognition levels of those brands, as was evident with unprompted awareness.
4) Briefly discuss the significance of accessing media sponsors for an event (The Sponsorship Marketing Plan).
First of all, accessing media sponsors can help sell other sponsorships if it is permitted to have other sponsors in its spots. Because other sponsors can get additional promotion via the event’s media spots, which is a win-win situation. Second, the key to the sponsorship is to improve visibility, media can strengthen the consumer’s close relationship with the brand worldwide, even shaping consumer’s attitudes by creating or changing a brand image of companies. Last but not the least, media, itself can produce and broadcast advertising message regarding the event, much publicity can be received to the event, which is the main objective of the event.
5) Briefly discuss key criteria an event might employ when targeting organisations for sponsorship (The Sponsorship Marketing Plan).
The first criterion is what you can sell to sponsors. The type of the event will determine what you can sell. And what you sell can determine what kind of sponsors will be attracted. The event organization manager should base on its value to find sponsors that will be motivated. Then you can focus on what kind of company you want to approach according to what you need to support the process of this event. Also, you can find the may-be-sponsors by figuring out whether these sponsors have already been sponsoring in your market or not. Because they will put their investment in your event as well.