Introduction to Marketing Communications Lecture 8

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Information about Introduction to Marketing Communications Lecture 8
Education

Published on March 31, 2014

Author: neilkelley

Source: slideshare.net

Description

An introduction to sponsorship and in-store...

8

exposure to particular audiences – to convey a simple brand awareness message

technology – ad skipping need to developed softer brand associations to reach specialist audiences

support intermediaries

sport provides a simplistic measure of segmentation, to reach large numbers of people who share particular characteristics

the use of idents around a programme offers opportunities for the target audience to make associations between the sponsor and the programme

Cost of sponsorship was approx £20 million …that’s about £350million Brandrepublic, 2013

7million visitors per year, all have to go through the Turbine Hall and 20millino unique web visitors

…and manufacturers the packaging

dump bin digital signage FSDU

absolute and relative costs are very low

a sustained, co-ordinated set of comms activities Tesco can reach 27% of all UK shoppers in a week via in store media

ut if they won’t come in store, let’s take the store to em… Tesco in the subways, South Korea

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