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Introduction to Marketing Communications Lecture 8
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Introduction to Marketing Communications Lecture 8

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An introduction to sponsorship and in-store...

An introduction to sponsorship and in-store...

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  • 1. 8
  • 2. exposure to particular audiences – to convey a simple brand awareness message
  • 3. technology – ad skipping need to developed softer brand associations to reach specialist audiences
  • 4. support intermediaries
  • 5. sport provides a simplistic measure of segmentation, to reach large numbers of people who share particular characteristics
  • 6. the use of idents around a programme offers opportunities for the target audience to make associations between the sponsor and the programme
  • 7. Cost of sponsorship was approx £20 million …that’s about £350million Brandrepublic, 2013
  • 8. 7million visitors per year, all have to go through the Turbine Hall and 20millino unique web visitors
  • 9. …and manufacturers the packaging
  • 10. dump bin digital signage FSDU
  • 11. absolute and relative costs are very low
  • 12. a sustained, co-ordinated set of comms activities Tesco can reach 27% of all UK shoppers in a week via in store media
  • 13. ut if they won’t come in store, let’s take the store to em… Tesco in the subways, South Korea