Marketing and Sponsorship - 4815 Words

The role of sponsorship in the marketing communications mix Tony Meenaghan International Journal of Advertising Vol. 10, No. 1, 1991 Title: Author(s): Source: Issue: The role of sponsorship in the marketing communications mix Tony Meenaghan International Journal of Advertising Vol. 10, No. 1, 1991 The role of sponsorship in the marketing communications mix Tony Meenaghan This article examines the development of commercial sponsorship as a legitimate marketing communications option available to management. Initial attention focuses on the causes of sponsorship emergence, the current developments in this growing industry and the prospects therein. Sponsorship s role on behalf of management is†¦show more content†¦In 1984 comparative figures for sponsorship as a percentage of total advertising spend showed considerable variation even among the more developed economies. As can be seen from Table 3, sponsorship in Italy was estimated at nine per cent of total advertising expenditure compared with only 1.4 per cent in the US market (AGB, 1986). These estimates of sponsorship spending do not include the expenditure which is necessary to ensure the proper exploitation of the chosen sponsorship. The acknowledged industry norm is that expenditure at least equal to the direct sponsorship costs is necessary for adequate exploitation. TABLE 3: SPONSORSHI P EXPENDITURE AS A PERCENTAGE OF ADVERTISING EXPENDITURE IN 1984 (US$ MILLION) Country Italy US UK West Germany Netherlands Advertising expenditure 2,580 73,380 5,670 5,192 2,003 Sponsorship expenditure 226 1,000 157 98 55 % 8.8 1.4 2.8 1.9 2.8 Source: Advertising Associations Driving forces behind sponsorship s development The dramatic growth of commercial sponsorship as a marketing activity is probably due to the followingShow MoreRelatedSponsorship Is A Marketing Communication Tool1281 Words   |  6 PagesSponsorship is a marketing communication tool in the marketing theory of 4Cs. 4Cs means consumer wants and needs, cost to satisfy, convenience to buy and communication. In parallel with fierce marketing competition, an increasing number of companies choose sponsorship to gain their market share and expand brand influence, especially the increasingly popular sport sponsorship. Therefore, sport sponsorship could be of great significance to enhance brand equity. 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