FILM 340 Lecture Notes - Lecture 4: F1 Racing, Product Placement, Kfc
28 Apr 2015
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Document Summary
O company provides financial support for event: buys right to display logo on site, delivers a unique experience to drive brand loyalty, improves corporate reputation via perception of community involvement, big-ticket mega sporting events a unique opportunity. Brand associations: the excitement of high stakes competition with elite athletes on a world stage: e. g. Coke olympic sponsor since 1928 activating the sponsorhip with limited edition collector packaged editions: roi: publicity, roi: morale boost. Press coverage, increased exposure, tv, newspaper, tabloids. The press more likely to report on event if celebrities present nathalie. Sporting events have personalities: f1 racing - elite, sophisticated, upmarket, polo - elegant, prestigious, classic, bmx - edgy, youthful, aggressive. Sponsorships, experiences, celebrities, influencers: convergence of: branding, advertising, entertainment. The association principle happiness that lingers: deep event integration ambient, in the background, seen as supporting the. Unobtrusive, perceived as less commercial than advertising: leveraging event sponsorship through traditional advertising association sport principle.
