How Sponsorship Topples Over Advertising
What sponsorship accomplishes better than advertising is in the establishment of qualitative attributes. These attributes include brand image towards consumers, generating awareness, and consumer’s choice of such brand. On these attributes, sponsorship has more lead on enhancing them, which advertising falls short of.
Sponsorship’s winning features
With sponsorship, as compared to advertising, the following feature it builds includes the following:
• credibility – refers to the integrity that sponsorship builds
• exclusivity – the form of differentiation that sets clients into high status
• image enhancement
• relevance to lifestyle
• prestige that it offers
There are other points that make sponsorship a winner; and these are also quantitative benefits that are not available through advertising. The first of which is having a live audience for product and brand circulation. Sponsorship provides opportunities for on-site sales and sampling, customer feedback, surveying, sales-force interaction and product testing – all of which involve the participation of an audience. Through live product presentations, the exposure is greater and the promotion of brand and product names is at a rapid pace.
When we compare sponsorship and advertising, one mode to look into is how interaction is done. With advertising, interaction is one-way and generally a monologue. On the other hand, sponsorship is more like a dialogue where the opportunity of a company to have live exchange with its target customers is highly practiced.
As with interaction, product sampling is another plus to sponsorship. Events that are sponsored allow people to have on site trials on products. This way, awareness of a certain brand name or service is heightened. Examples on-site trials include food sampling, test driving, official clothes worn in the event, etc.
With sponsorship, an organization’s name becomes associated into a sponsored event’s actions unlike that of advertising. This means that sponsorship is able to surpass the medium of media and place itself in the environment where everyone can see it, For example, when sponsorship is incorporated in movies; the audience has no escape in seeing the brand or logo being promoted because it is part of the film. They can’t just eliminate a scene like changing a channel on TV; they have to sit through the film and take in everything that comes with it.
Lastly, sponsorship provides entertainment to its client. How? This is done through the events that are sponsored. When the word ‘event’ comes to mind, it is always a happening that does not come everyday. It is a break from the everyday routine that clients have. With advertising, nothing is disrupted from normal life. Everyone is accustomed to see bill boards, ad placements and commercials.
With sponsored events, the setting is different and the aim is to provide an avenue for people to interact with the business through a social activity. Events also make great places to have informal sales and networking; and with the chosen venue, which is most often a hospitable one, the event becomes desirable and unique to lounge in.
Comments
Menu
My Articles
Soar High With Media SponsorshipThe Seriousness Of Immigration Sponsorship
How Sponsorship Topples Over Advertising
A Look Into Nokia’s Sponsorship Program
So You Want A Corporate Sponsorship - Here’s How
A Timeline Of Sponsorship
Points To Consider With Corporate Sponsorship
Sponsorship And Philanthropy - Two Acts Of Support
The Popularity Of Sports Sponsorship
Win Yourself A Corporate Sponsorship Through Writing
The Legal Side Of Sponsorship
Sponsorship – The Good And The Bad
Why Small Businesses Should Consider Corporate Sponsorship
Even Alcoholics Need Sponsors
A Sure Hit Sponsorship Proposal
Sponsorship 101 – Knowing The Basics
Child Sponsorship – Do Or Don’t?
A Pursuit On Personal Sponsorship
The Caltex View On Sponsorship
The Low-Down On Animal Sponsorship
Corporate Sponsorship And The Movie Industry
Sponsor A Child – Save A Life
A Look Into Canada’s Immigration Sponsorship
No Idea What Corporate Sponsorship Is?
Related Sites | My Articles Sponsorship 101 – Knowing The Basics Marketing strategies have, over the years, evolved into an arena of different.. Why Small Businesses Should Consider Corporate Sponsorship It is plain to see that small business organizations.. A Look Into Boeing’s Corporate Sponsorship Boeing is the leading aerospace company in the world, and by far the largest.. Win Yourself A Corporate Sponsorship Through Writing It takes the right amount of attitude and attitude to get things done. This.. |
|
|
Related News:
|