week 11 Flashcards
define sposorship
an investment in an activity, person, or event for access to the commercial potential associated with the activity, person, or event.
advantages of sponsorship
Gets around changing media habits, skipping commercials, etc.
•Can increase positive relationships among both consumers and other public stakeholders
•Can avoid clutter
•Can enhance brand equity when paired with appropriate events or people
•Can be targeted towards niche groups (e.g. sponsoring a Yacht Ra
disadvantages of sponsorship
•Can backfire / difficult to control
l•Difficult to measure
•Can be cluttere
sponsorship must be TEARS
Trustworthiness –believable and dependable
Expertise –skills / knowledge related to the product
Attractiveness –pleasant to look at
Respect –being admired due to their accomplishments
Similarity –being similar to audienc
what to consider when selecting sponsorship
Image match-up: is the event consistent with the brand image?
Target audience fit: does the event reach the target audience?
Sponsorship misidentification: is this event one that the competition has previously sponsored?
Clutter: how many other sponsors are there?
Complement other marketing communication elements: does the event complement existing sponsorships and fit with other marketing communication programs for the brand
define cause related marketing
giving of support, either funds or resources to particular charities and causes
Cause Related Marketing objectives
To increase brand image
To increase brand awareness
To create good publicity (thwart negative publicity)
To increase brand loyalty (Positive WOM, increased purchase)
Strengths of Cause related marketing
Provides additional reasons for loyalty with customer base
Thwart negative publicity
Reaches new / different segments
Airtime /print space is provided free of charge (if reported on)
Integrates well with MPR
Combats negative publicity
Increase a brand’s retail merchandising activity (companies want to stock ‘good’ brands)
limitations of Cause related marketing
Can back fire
mixed evidence if consumer attitudes/beliefs leads to changes in actual behaviour
difficult to measure
becoming increasingly cluttered
selecting the right cause
image match-up: is the cause consistent with the brand image?
Image-target match:Is the cause something the target audience cares about
the challenge of effective evaluation of imc
- Marketing communication objectives are varied
2) Measurement cannot be done under controlled experimental conditions
3) There is no agreement on the theory of how marketing communications work
4) Many media influence communication effectiveness
5) Consumers are not passive reception
what should be evaluated
the marketing messages being used
• The media channels being used to transmit the message
• The source being used
• Budget expenditure
when and where during imc campaigns should we evaluate the activites
- Pretesting (e.g. before placing the message in advertising) and Post-testing
- Test in small markets first with small budget and then move on to bigger markets
- Examine prior campaigns and determine whether/why they were successfu
how should we conduct the evaluation
How should we conduct the evaluation•Focus groups
•Surveys
•Experiments / simulations
•In the ‘real-world’ -small markets first and then expanding.
•Whatever is chosen, the measurements should be reliable and valid (e.g. many trials, done in ecologically valid settings, etc.)
explain attitude or behavioural emphasis in the evolution of imc
- While the ultimate goal is purchase behaviour, each step, while more removed, is important and can be more easily evaluated
- Some elements are more specifically focused towards purchase behaviour while others are focused more on generating recognition or affective/emotional reaction
