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
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