Marketing Communications

In: Business and Management

Submitted By junaid302
Words 2001
Pages 9
This paper aims to highlight the objectives, purpose and opportunities of sponsorship for the brands and companies. The purpose of this report and analysis of the research literature is to get the clearer and broader picture of sponsorship and how the company Fresh Fruit Soda can gain the confidence and loyalty of its customers in order to establish and expand its business. The brand Fresh Fruit Soda is a new and emerging brand in the market whose target audience is the drinkers who are fond of frizzy drinks. This paper will help and identify different marketing strategies and opportunities for the brand to increase its sale and which would be helpful for the Fresh Fruit Soda to penetrate in the market by taking an active part in advertising or by using the tools of sponsorship. It explains whether this company should invest in sponsorship or use any of the marketing tools. The report a critical analysis and overview will be presented to the Marketing Director and to recommend the measures and steps that would help the company to stay in business.

2.0 Overview of Sponsorship

Sponsorship is a part of an integrated strategy (Burningham, 2014) acts as a valuable and important tool as it targets those consumers who avoid advertising and are not in favor of it. Some brands use this sponsorship as a marketing tool to fully exploit the passion of its audience by sponsoring some program or participating and sponsoring some football league or campaign (Wareman, 2008). Sponsorship like advertising use advocates the persuasive role but claim to create awareness and improvement in the perceptions of the audience by linking that sponsorship with some league, organization or event which is highly valued by the audience (Hoek, 1999).
Advertising or sponsoring programs on the television which creates a halo effect by affecting and…...

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