Introduction
In the past decade, the rate of growth in sponsorship has outpaced that of investment in any other form of marketing communication or promotion vehicle. (Crompton, 2004) In the present times, sponsorship, especially the sponsorship of sports, has become more popular and companies invest huge amounts to become sponsors of different events, individual players and teams. (Singh, 2013) Businesses have been increasing their sponsorship budgets, as the general belief is that sponsorship is an effective communication tool. Against advertising, sponsorships seems to be more effective as it is delivered in a more favorable and enjoyable environment which appeals the potential customers. Customers nowadays are becoming more and more suspicious,
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On the one hand, a deep theoretical approach on the topic will be conducted in order to evaluate what has been written on this issue. The sources for the final paper will be mainly articles belonging to literature such as European Journals, International Journal of Advertising, Psychology and Marketing, Journal of Marketing, Journal of Product & Brand Management, Journal of Consumer Research, International Marketing Review, The academy of Management Journal, International Journals of Marketing, Journal of Sport Managemen, among …show more content…
The case study will be made on the BNP Paribas sponsoring the Davis Cup. BNP Paribas has been official sponsor since 2001 (BNP Paribas has sponsored the tennis industry for 40 years). Through interviews to Brand and Communication Department Managers, and access to extensive information, the objective will be: to understand the choice of BNP Paribas to engage in tennis sponsorship knowing that the tennis industry represented in 2013 the 10.56% of the global sport market revenue ; to learn the integration that this sponsorship has in their marketing strategy; how objectives are planned and stated for each year’s sponsorship; and the means of evaluation they have used through the past years.
The choice of this particular case has been made due to the possibility of accessing an extensive amount of information on the website of the Bank, the Davis Cup, and a special website the BNP Paribas has made on the tennis industry (www.wearetennis.com); and the richness that a case of a company with 40 years in the tennis industry and 13 years of sponsoring the same sport event can enlighten in integration and benefits analysis, and the professionalization of such analysis during the
Brandt claims that sponsors always have something to gain from their sponsorship due to fact that an advantage is within reach. Brandth states that “They lend their resources or credibility to the sponsored but also stand to gain benefits from their success, whether by direct repayment or, indirectly, by credit of association“ (Brandt 4). You can
Jay Caspian Kang, the author of “Should Superstar Athletes Make More Money and Run Their Leagues?”, wrote a persuasive article on July 25, 2017, that superstar athletes should own a league. Therefore, Kang compared superstar athletes to world renowned leagues’ owners. As a guide to assist Kang in persuading the reader — athletes and fans — that are interested in investing leagues and superstar athletes salary income, the author applies imageries, em dashes, and logical appeals in the article. Henceforth, Kang’s attempt to appeal to the audience of the positive results from increasing the athlete's salaries strengthen his argument.
This makes it more appealing to the people interested in that particular sport. Companies like Sky create adverts
Montrez Brown Mr. Fowler Honors English May 7, 2023 Pros and Cons of NIL Deals College athletes have been a topic of debate for a long time now, especially in the context of brand deals and endorsements. With recent developments of Name, Image and Likeness (NIL) policies college athletes can now earn money from brand endorsement deals, benefits and negatives from the (NIL) deals. The implementation of (NIL) deals for college athletes is a crucial step towards providing them with the rights and opportunities they deserve, as it allows them to monetize the talent while fostering a more equitable and sustainable college sports industry (Bilas). This essay will explore the benefits and negative aspects of (NIL) deals for college athletes and brands. BENEFITS OF NIL DEALS FOR COLLEGE ATHLETES
Year after year, millions of sports fans spend their time and money to attend a game. However, out of all of the money that is being spent, the athletes that are drawing in the crowd receive
Nike, one of the biggest sports brands in the world, brings in a little over $30 million annually. The company was started by Phil Knight, who, in his self-written memoir “Shoe Dog”) talks about the start of the company that much of the world knows today. Using unique dictation, creative style, and rhetoric devices, he opens up about his true tone and feelings toward the worldwide company Nike. Throughout the book, Knight expresses three main tones including joyfulness, seriousness, and the final tone of disappointment. All three of these tones can be clearly identified by the reader due to many stylistic changes in the way the book is written.
The excitement and competitive nature of the tournament motivate fans to attend games in person, leading to increased ticket sales. The revenue generated from ticket sales contributes to the financial sustainability of the tournament, benefiting both the host venues and participating
CHAPTER III Framework This chapter shows and discusses the theories, the theoretical paradigm, the conceptual framework and the operational definition that will be utilized in this research. The study will be assimilating the following theories: Elaboration likelihood model (Petty & Cacippo, 1986); hierarchy of advertising effects model (Thorson et al., 1992) and; music theory (synthesis). A. Theoretical Framework I. Elaboration Likelihood Model Elaboration likelihood model of persuasion or ELM is a dual process model developed by psychologists Richard Petty and John Cacioppo in the 1970s, defining how a medium or a person’s presentation of the message forms and changes the receiver’s attitude.
Its aim is to delivering some value to the customers so they purchase or sell goods and/or services. Advertising, however is one of many tools used in marketing to reach and inform consumers. Of the four P’s in the marketing mix, advertising falls under ‘promotion’. Some other marketing tools are public relations, sales promotions, directing marketing and personal selling. There are various types of advertisements, among them political, public service, retail and directory.
Advertising is a form of propaganda that plays a huge role in society and is readily apparent to anyone who watches television, listens to the radio, reads newspapers, uses the internet, or looks at a billboard on the streets and buses. The effects of advertising begin the moment a child asks for a new toy seen on TV or a middle aged man decides he needs that new car. It is negatively impacting our society. To begin, the companies which make advertisements know who to aim their ads at and how to emotionally connect their product with a viewer. For example, “Studies conducted for Seventeen magazine have shown that 29 percent of adult women still buy the brand of coffee they preferred as a teenager, and 41 percent buy the same brand of mascara”
Branding definitely influences sponsorship because sponsors want to associate their company to a brand so they can reach out towards a broader audience of people and reach a specific target market. A motive that companies have to sponsor sporting events or programs is to enhance or reinforce the brand association with the their company (Mullin, Hardy, Sutton, 2014, pg. 172). When people start gravitating towards a brand, that’s when sponsors come involved because they feel that if people become attached to a brand then those people will also become attached to their product or service if they were to sponsor that brand. A lot of companies have become sponsors of a specific sport to promote unique product features or technological innovations or applications and they target technologically rich sports to appeal to that audience with their products and services (Mullin, Hardy, Sutton, 2014, pg. 172). A lot of brands use sponsors as a way to fund events such as Linda Hollander who created the concept of the Women’s Small Business Expos and she got companies such as Citibank, Hansen’s, IBM and Wal-Mart to sponsor her by selling them the idea of offering the women’s market to them
Internal Analysis When conducting an internal analysis you must know the firm’s resources and capabilities. Nike’s resources are assets from succeeding in their industry. These resources include financial resources, physical resources, human resources and organizational capabilities. Firms Resources & Capabilities: Human Resources-. The company displays a strong workforce of over 30,000+ employees.
In the assignment, it will discuss the sports brand Nike which specifically focuses in Chinese market. There are three main content areas in this assignment. The first part is a macro environmental analysis; the next part is the target customer profile; the last part is the analysis of marketing strategies. Macro Environmental Analysis: Nike is a very well-known market leader. It is an international brand, their products are selling in the worldwide including China.
Consumer behavior towards Nike products Marketing is collaborating the value of a product, service or brand to customers, as a driving force to promote or sell that product, service or brand. Marketing procedures and skills embrace selecting target markets by carrying out a market analysis and market segmentation, as well as taking into account the consumer behavior and advertising a products value to customers. Marketing is the utmost vital aspect of developing and enlarging your business, and is a speculation that will recompense for itself over and over again. The term “marketing mix,” was first devised by Neil Borden, the president of the AMA (American Marketing Association) in 1953.
Literature review Advertising has become a form of communication and a great source for promoting services and products for any business in the whole market because of its broader impact. The main idea of an advertisement is to get the attention of the consumers, build up the product’s strong image in their mind and provide information to help the consumer to make a purchase decision. So, the central focus in today’s diverse global marketplace is the consumer. Companies exert a lot of effort to find out the best ingredients that should be in an effective advertising and identifying its influence on the consumer’s mind, so effective advertising should be considered as one of the most important tools that strongly affect and can change the consumer’s buying behavior. The research attempts to investigate the impact of effective advertising on the consumer’s buying behavior.