T. Bettina Cornwell

An internet culture? : Implications for marketing

Abstract The internet is explored in light of its ability to enhance cross-cultural communications. The internet exhibits many of the characteristics of a culture and as such can be used by marketers for enhancing meaning transfer between national cultures. We present the concept of a bridge culture as exhibited by the internet and discuss the implications of such a phenomenon for marketers in terms of interactive international communication.

Advertising, Ethnicity and Attendance at the Performing Arts

The challenge of developing performing arts patronage is familiar to most large metropolitan cities in the United States. Historically, low attendance at performing arts events has been found among U.S. blacks. This paper reports on a study of potential attendance of blacks at symphony musical events. This focus group study included two groups, opinion leaders and individuals from the general populace. Findings indicate that for success in marketing, it is not enough to reach the black audience in general circulation publications. Performing arts marketers should consider devoting a portion of the advertising budget to black media.

International Issues in Sponsorship

The focus of this paper is on the international aspects of sponsorship. Sponsorship research is being conducted around the globe, unfortunately, many of the studies conducted by researchers in one country may be unknown by researchers in another. Although many of the studies are local or national in nature, when taken together, the available research allows the examination of international trends. This review of international issues in sponsorship divides studies into two groups: analytic and descriptive studies and empirical studies. Analytic and descriptive studies generally focus on three interrelated topics: the definition, function and measurement of sponsorship. Many definitions have been offered for sponsorship. Some seek to uniquely define sponsorship activities while others explain the difference between advertising and sponsoring. The view of the function, role or goal of sponsorship is equally varied, however, one can say across countries and perspectives that the central focus of sponsorship has been to influence the image of companies and brands. Finally, in analytic studies, the single most discussed topic in sponsorship is its measurement.

Is It Possible To Replace A Successful Sponsor

Keywords: Replacing Successful Sponsors Executive Summary As the sponsorship industry matures, many firms are facing the prospect of having to replace well-established, successful sponsors. This can be seen as problematic both by the property owner tying to persuade a new partner that a sponsorship agreement can offer a significant return on investment, and the firm looking for an opportunity to enter into a sponsorship agreement. is it, however; as significant a problem as it appears? The issue for management in this situation is that many of these events have become victims of their own success. In some cases, although a number of different sponsors have supported the event over several years, one sponsor has made a particularly outstanding impression, such as confectionery giant Mars with the London Marathon. in other situations just one sponsor has dominated over an extended period, as has been the case with Beefeater Gin and the Oxford and Cambridge Boat Race. This paper looks at the nature of each of these relationships to assess how, in each case; the situation has been addressed. The London Marathon case was unusual in that the most recognised sponsor, Mars, was not in fact the last one chronologically to support the event. The brand, however, has enjoyed many years associated with the Marathon for the simple reason that it delivered against the two most critical criteria; synergy between the event and the brand, and a successfully targeted exploitation. Several sponsors down the line, Flora took on the opportunity having also identified a perfect fit between exercise and healthy lifestyle. The brand then proceeded to integrate the event into all areas of the marketing mix to form a central theme for their annual brand planning and thereby create a programme focused on specific communication needs. Different objectives were set each year to keep the relationship fresh and allow it to evolve but, most importantly, on-going research has been implemented feeding back on a regular basis to judge performance against objectives. The findings of the research have enabled the team to assess where the programme is working most effectively and develop the programme accordingly. It has also allowed the brand to react quickly to opportunities such as the chance to work with the Diana Memorial Fund in 1998. Combining these factors has encouraged Flora to renew the contract twice and still continue to reap rewards from their investment. City of London fund managers Aberdeen Asset Management used similar techniques to address the issue of Beefeaters domination of the Boat Race. The event and its public profile and values presented the company with a huge opportunity to leverage the reputation of a relatively unknown brand. In a period of just weeks, Aberdeen created a campaign that allowed the firm to address the need to increase the awareness of the company and its inherent values to a very specific audience. Research was again key in setting benchmarks as well as the need for quick relationship building with media that had traditionally supported the event, such as the BBC and national press. A vital, but often ignored, audience of employees was also directly targeted ensuring that the event is supported both at home and abroad by what are, it is hoped, the sponsors greatest advocates. In both cases, the synergy between event and sponsor together with clear objective setting, careful on going analysis of activity, and investment in exploitation have proven to be the fundamental elements to the success of the programme. Is It Possible to Replace A Successful Sponsor? The sponsorship industry is still in its relative infancy, particularly when compared with PR, advertising and other elements of the marketing mix. As it matures, however, many sponsors, encouraged initially to develop long-term alliances, are at the stage of terminating their contracts, often after long and successful relationships. …