The document discusses strategies for using sponsorship and advertising to reach target audiences, including placing ads around television programming to associate a sponsor with a show. It also mentions using sport sponsorship to target large demographic groups and using digital signage and in-store media at retailers like Tesco to reach customers. Developing softer brand associations is important to appeal to specialist audiences.

1. 8

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

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

6. support intermediaries

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

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

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

16. 7million visitors per year, all have to go through the Turbine
Hall and 20millino unique web visitors

23. …and manufacturers the packaging

26. dump bin
digital signage
FSDU

29. absolute and relative costs are very low

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

36. But if they won’t come in store, let’s take the store to
them… Tesco in the subways, South Korea