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Advertising and Promotion (MKT621)                                            Spring 2013

GDB no.02

Due Date: 17 June, 2013

Marks: 30

TOPIC:Commercial sponsorship                                                                         

NOTE: There is no grace period in case of GDB

 

Objective of GDB

The prime objective of this GDB is to generate the discussion on commercial sponsorship as an effective tool for promotion.

 

Learning outcome

After attempting this discussion the students will be able to comprehend the in-depth promotional benefits of commercial sponsorship for marketing objectives.

 

 

 

Commercial sponsorship

 

Investment in sponsorship is estimated to increase up to 23% of overall marketing communications budgets approximately according to an article published in Canadian Journal of Administrative Sciences. This recent research shows the positive attitudes of the companies towards sponsorship in sports, entertainment, research, art and different social issues. The author of this research paper titled as Understanding sponsorship effectswrote that "a sponsorship occurs when a corporation or other investor creates a link with an outside issue or event, hoping to influence the audience by the connection". He also wrote that usually a typical organization sponsors in search of opportunities to earn good will in the eyes of consumers either existing or potential. There is also a third party involvement e.g., marketing agencies, media partners, cosponsors, and others who assist in the establishment and maintenance of sponsorships. In Pakistan most of the multinational companies like Procter & Gamble, Unilever and all leading banks and cellular companies are actively engaged in sponsorship.

 

Point of discussion

In your opinion, why the trend of commercial sponsorship is increasing for creating good will, brand image transfer and consumer involvement in Pakistan? 

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