Expoitable Commercial Potential Essay

2410 words - 10 pages

Defined by IEG (2013) as “cash and/or in-kind fee paid to a property in return for access to the exploitable commercial potential associated with that property”. The adoption and increasing adaptation of sponsorship exemplifies one of the most rapidly developing sectors of marketing communications activity. Evidenced by the fact that the total UK investment in this medium was only £4 million as recently as 1970 (Buckley, 1980; p10-14). However by 2015 the scale of expenditure in the worldwide market is estimated at £28.9bn and will become the largest stream of revenue in sport, compared to £28.6bn forecast from gate revenues according to PWC (2013). From the perspective of the consumer, having already been deluged with information sponsorship promotes differentiation amongst competitors and enables organisations’ to break through the immunity that consumers have developed to the innumerable advertising stimuli. (Lagae, 2003; p8). In an unobtrusive fashion, the salient public affiliation between the brand and the sport is thought to alter image perceptions of the brand (Brooks, 1994; pXX). (Milne and ‎McDonald, 1999; p123).

The perceived and actual benefits by engaging in non-traditional marketing tactics such as sponsorship are well documented. Broadcasted events utilise sponsorship as a brand exposure opportunity capable of providing brand integration, which advertising scholars illustrate as the ‘inclusion of branded products or identifiers through audio or visual means within mass media programming’ (Wiles and Danielova, 2009; pXX). Existing research supports the theory that sponsorship enriches corporate image and consumer response (Javalgi et al., 1994; Stipp and Schiavone 1996, Koo, Quarterman, and Flynn, 2006). Authors have identified multiple methods in the consumer psychological and financial evaluation approaches which support previous theorists studies of the motivations of sponsorship, observing consumers’ cognitive and affective response, and thus their awareness of sports sponsorship and brand name, recognition of sports events after termination and image fit between events and sponsor which enables marketers to assess the economic value of sponsorship. (Bennett, Henson and Zhang, 2002, Koo, Quarterman, and Flynn, 2006). Research has stressed the importance of creating a clear, rich brand image for firms to build brand associations around and to show congruency (Aaker, 1996).

Empirical research has demonstrated the value of brand exposure during televised programming and provided a brief comparison to traditional television advertising. Levin, Joiner, and Cameron (2001) found prominent product placement resulted in a higher level of brand recall than a traditional commercial of the same length. Recently, Olson and Thjømøe (2009) demonstrated that extensive logo exposure during a televised sports event is capable of producing brand recognition and likeability effects approximately equal to a 30-second advertising spot. The amount...

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