Marketing Communications

358 CHAPTER 11 SPONSORSHIP The champions of brand placement are the Bond movies. In Die Another Day , 20 brands were promoted by ...

TYPES OF SPONSORSHIP 359 In October 1999, ConAgra Foods, a company owning more than 80 household brands, launched Feeding Childr ...

360 CHAPTER 11 SPONSORSHIP causes. Cause-related marketing allows companies to attract and retain consumers, diff erentiate them ...

TYPES OF SPONSORSHIP 361 exploit PR opportunities, sample non-offi cial products or brochures, or run ambiguous advertising camp ...

362 CHAPTER 11 SPONSORSHIP and its overall communications strategy. Th e eventual shortlist of potential candidates for sponsors ...

MEASURING SPONSORSHIP EFFECTIVENESS 363 have to be achieved by means of additional communications support. But most importantly, ...

364 CHAPTER 11 SPONSORSHIP Communications results can also be measured. In this respect, sponsorship campaign eff ectiveness mea ...

SUMMARY 365 Sponsorship is probably one of the marketing communications tools that requires most support from other tools to be ...

366 CHAPTER 11 SPONSORSHIP Review questions What is the difference between sponsorship and advertising, public relations and va ...

CASE 11 367 Italy and Greece. The group also seeks to support local suppliers, with some 90% to 95% of the products on its shelv ...

368 CHAPTER 11 SPONSORSHIP turned into one of the most important and – according to its fans – best festivals in the world. It r ...

CASE 11 369 regular Express shop. To Carrefour’s own surprise, during the first business hour at Rock Werchter 40 tents were sol ...

370 CHAPTER 11 SPONSORSHIP References 1 Meenaghan, T. (1991), ‘Th e Role of Sponsorship in the Marketing Communication Mix’, Int ...

REFERENCES 371 28 Quester, P. (1997), ‘Sponsoring Returns: Unexpected Results and the Value of Naming Rights’, in Meenaghan, T. ...

372 CHAPTER 11 SPONSORSHIP Mahwah, NJ: Lawrence Erlbaum Associates, 63–78; Avery, R.J. and Ferraro, R. (2000), ‘Verisimilitude o ...

CHAPTER 12 Brand activation CHAPTER OBJECTIVES This chapter will help you to: z Understand why brand activation is increasingly ...

374 CHAPTER 12 BRAND ACTIVATION Introduction Consumers have an abundance of choice. Th ey can quickly compare alternatives on th ...

SALES PROMOTIONS 375 Source : Alamy Images: Anthony Hatley. Figure 12.1 Factors affecting the increasing use of sales promotions ...

376 CHAPTER 12 BRAND ACTIVATION promotions. In a 2011 online survey of more than 25 000 Internet respondents across 51 countries ...

SALES PROMOTIONS 377 z trade promotions by manufacturers, aimed at distributors; z sales force promotions by manufacturers. Th e ...