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Complete 6 pages APA formatted article: The Effectiveness of Television Program Sponsorship in the United Kingdom.
Complete 6 pages APA formatted article: The Effectiveness of Television Program Sponsorship in the United Kingdom. Because of the accelerated growth in sponsorship in contrast to conventional spots, it is apparent that the benefits have outweighed the limitations of it as a marketing communication tool to many advertisers.
While the growth of TV programme sponsorship has accelerated over the past few years in contrast to the relatively stable airtime sales, the trend in terms of advertisers’ preference of using sponsorship as a major marketing communication tool over advertising is apparent. Tom Duncan, in his book “Principles of Advertising and IMC”, has enumerated various benefits of sponsorships. Some considerations when choosing which to sponsor has been founded on benefits to the advertisers such as: “target audience reach, brand image reinforcement, extendibility, brand involvement, cost-effectiveness, and other sponsors (2005, 614).”
These benefits are the basis for the considerations of various advertisers when choosing a program. Most of these benefits are related to enriching the association of brand image by the TV programme by making the brand part of the programme actively. In contrast to buying air times which are more passive and weaker in terms of reinforcing the brand, advertisers see these benefits of sponsorship as a better strategic tool for the brands.
When the target audience of the TV programme matches the target market of the advertiser, the brand has better chances of reach, as well as extending the benefits of the brand by sponsoring the TV programme.
The major objective of marketing communications is to communicate the brand and the brand’s benefits to its target market. By resorting to sponsorship in contrast to conventional spots in commercial breaks, the advertiser has a better chance to .communicate to the target audience through the programme itself.
