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Sponsorship CelebrityEndorsment HousekeepingNewDevelopmentsRepriseofSessionVIIIAdvertisingToday sTopicLeveragingSecondaryAssociationstoBuildtheBrandSponsorship CelebrityEndorsement NewDevelopments Monopoly revitalisinganOldBrandDisneyVersionNottinghamVersion MetropolitanPolicePatent TrademarkthehelmetandbadgeAlreadydonebytheNYPD YaoMingBirthdate 9 12 80NBAPosition CenterTeam ShanghaiSharksEducation ShanghaiSportsCollegeHt 7 5Wt 295Hometown Shanghai China WhoWantsaPieceoftheAction Sponsorship sScope EstimatedWorld widespendonAdvertisingis 19billionandgrowing 1999estimate IntheUK2000 Artssponsorship 141m 23 98 99 Sportssponsorship 377m 5 98 99 2002 1billiononsportaloneFIFAsuggestssoccergenerates 200billioneconomicactivityp a TheWorldCupgeneratesaudiencesinexcessof30billion 1in3peopleontheplanetwatchedthefinal Maybeefficient i e targetmarketmatch Rolex Yaughting Man U Vodaphone MaybeEffective 1 InRaisingAwarenesse g MartellandCornhill2 Emotional excitement involvementwitheventbreaksthroughfilteringandmarket noise SponsorshipBenefits overtheotherPromoMixElements SponsorshipBenefitsContinued AllowsforBrandImageTransfer AutoglassandChelsea VolvoandTennis Golf MotivatesInternalMarketersCorporateHospitalityOptionsNewsworthiness RelevanceLeveragepotential ExternalSponsorshipInfluences Domain Arts Sport Charities Mediaetc Differing Personalities SwatchvRoyalBankofScotland DifferencesinPerceivedAltruismvCommercialismEmotional Power Brands SponsorshipCategory BrandImageTransfer HIGH BROWARTS MASSARTS ENVIRONMENTALPROGRAMMES HEALTHY YOUNG ENERGETIC FAST VIBRANT MASCULINE SOPHISTICATED ELITE DISCRIMINATING UP MARKET SERIOUS PRETENTIOUS YOUNG ACCESSIBLE FRIENDLY CURRENT INNOVATIVE COMMERCIAL ADMIRABLE CONCERNED CARING INTELLIGENT EXPLOSIVE CARING CONCERNED EXPLOITATIVE Source MeeneghanandShipley 1999 MediaEffectinCommercialSponsorship EJM 33 3 4 SPORTS SOCIALCAUSES N B Theseareaggregated compositeimages Theywillvarywithinthecategory egRugbyUnionvRugbyLeague SponsorshipFocus IndividualRiskandPersonalityBenefit e gEricCantona TeamLessRisk LessClarityofPersonality NikeandBrazil EventLocalvGlobal QualityvSincerity TescosComputersforschoolsvIBMandOlympics SponsorshipComposition Individual Flora Composite LeicesterRFC Next AllianceandLeicesteretc Complex WorldCup 98 12mainsponsors 40minorsponsors 150logo merchandisingdeals TrendsinSponsorshipCompositionMoreComplexityMore AmbushMarketing AdidasvNikein 98WorldCup SponsorshipStatus SincerityandLocalSponsorship Communitybasede gTesco scomputersforSchools HighStatusandPerceivedQualityofSponsoringBrand s GlobalEventsandQuality SponsorshipDuration LongevityCornhillvGillettevVolvoPromiscuityNationwideandGlenHoddleExitStrategies ChoosingaBrandtoSponsor ThePowerofaBrand simageisafunctionof Favourability Football1980 svnow Strength Fanallegiancebehaviour Unique ManU GrandNationaletc CelebrityEndorsement AswithSponsorship CEaimstoproducetransferofimagefromthecelebritytotheendorsedbrandBydefinition celebrity meansthattheendorseriswellknowntothecustomer ItislessclearastowhatelementsofimagetransferandwhyFit NametheEndorserandBrand ApplyingFittoSponsorship CE Fitarisingfrom sourcecredibility Expertise Theextenttowhichthecommunicatorisperceivedtobeasourceofvalidassertionsabouttheobject message Trustworthiness Thedegreeofconfidencein
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