Mar 4711 Lecture Notes - Lecture 10: Kodak
Document Summary
Ch 4 sponsorship evolution: early sponsorships were ego-driven. Ceo likes golf; company sponsors golf event: focus shifted to philanthropic motives. Sponsorship was way to donate to a cause: most sponsorships today focus on roi. Improve image: drive sales, create greater awareness, provide hospitality opportunities, enhance employee morale. Drive sales: sustainable competitive advantage via the association with the sponsee. Fuji over kodak (no presence at world cup: merchandising opportunities. Selling coca-cola products at the olympics: shape consumer attitudes. Firestone after negative pr (indy 500: overcome advertising restrictions. Bans against tobacco advertising: cut through advertising clutter. Not competing with broadcast advertising: reach small segments and niches. Support seen as helping the sponsee: viewed as a good corporate citizen. Especially for causes or local events: shape consumer attitudes. Selected property portrays different image: philanthropy. Mass reach to inform of new brand name. Provide hospitality opportunities: entertain customers, prospects & suppliers reinforce relationships, opportunity to attend event. Use of free tickets & hospitality areas.
