Effectiveness of Sponsorship Strategies

Effectiveness of Sponsorship StrategiesThis paper discusses how Under Urmour progress tos noticed by the customers. It does this by making its carry personally relevant, surprising, and easy to process use of clinical and subjective recognition with sponsoring up-and-coming athletes and ensuring that the consumers can intelligibly see different models as well as its mission and guarantee on its website. The paper similarly discussed how Coca cola and Pepsi are marketing their places to teens worldwide via melody.OPTION 2 HOW UNDER ARMOUR GETS discoverWhat is Under Armour doing to situate its brand personally relevant, surprising, and easy to process?Initially, the friendship positioned itself as a brand for the athletes of the next generation by sponsoring upcoming athletes which is in contrast with its competitors much(prenominal)(prenominal) as Nike who exactly sponsor established athletes. The audience interprets this as a gesture of community service by promoting bare-assed-made athletes who are known for their dedication and athleticism. The Under Armours brand gains customer attention and visibility as these sponsored athletes cause well.Additionally, Under Armour has put tremendous effort to attract women to its brand. In the past decade, the company has change magnitude its credibility by investing heavily in terms of time and energy to reach the female consumer. In Sept 2010, the company launched a Facebook fan page for women called Under Armour Women, where members can ascertain to upload various videos articles, and workouts. The aim is to market its products to the females just the same way it does to their male counterparts (Mick, 1992).The company gives incentives to its customers such as wholesale discounts or discount on refreshedborn products. To further maintain the element of relevancy and awe, it sells variety of sports gear both(prenominal) light and heavy for both sexes. The company has also established a healthy long term relationship with its retailers, wholesalers as well as their customers. The bottom line is aspect is the primary element of the companys marketing goal which consists 2 key ingredients credibility and relevancy (Mick, 1992).The role of fair game and subjective comprehension in Under Armours baron to market its products by sponsoring up-and-coming athletesObjective comprehension is usually understood as the extracting or grasping of a pre-specified meaning from an advertisement these meanings are comm altogether given or rather directly implied by the advert as intended by the advertiser. Thus, objective comprehension is basically a one-dimensional construct with the major aim of ensuring the recipients of the message draw sinless amount of meaning from the message. On the other hand, Subjective comprehension is understood as the creation of meanings by an individual through the activation of mental perceptions related to the advertisement and the processing context (Mick, 1992).By victimization the objective and subjective comprehension in the adverts, consumers can easily draw practical comprehension inferences that cannot be linked directly to the advert message. Thus, through sponsoring up-coming athletes, the consumers draw practical comprehension conclusions that the company is not only promoting a spunky-quality product but also promoting the community welfare. The use of the objective and subjective comprehension in the advertisements makes the consumers feel more involved and also helps them to acquire higher product knowledge which in charm increases their comprehension elaborations. As a depart, Under Armour does not personally sell of their products the advertisements helps customers know what the company is all about (Mick, 1992).Why would Under Armour want to be sure that consumers can all the way see different models as well as its mission and guarantee on the brands website?Unlike its competitors such as Nike Under Armour h as an optimistic perspective of helping athletes develop their careers. Additionally, for the past decade, the company has provided its customers globally with precisely superior products engineered with their unique fabric construction, as well as absolute moisture focal point proven innovation in all its products.The company has been building a strong brand protrude over the past years giving it the following strengths a strong brand equity for both the company and customers innovativeness couple with professional armature athletes sponsorship giving it good public relations a superior brand has a strong brand name has a unique, recognizable logo rapid growth and produces high quality apparel. Thus, with the unique and practical mission statement coupled with the companys distinctive strengths, Under Armour wants make sure that the consumers understands that they are get the best products in the market as well as getting a good value for their money (Business Teacher, 2012).OP TION 3 Marketing to Teens Worldwide via MusicThe long results that Coca-Cola and PepsiCo hope to achieve by investing heavily in marketing to teens around the world.The long-term result that Coca-Cola and PepsiCo hope to achieve by investing heavily in marketing to teens globally is brand committedness. brand loyalty refers to the continuous preference by the customer for the products of an existing company. Companies create brand loyalty through relentless advertisements of their names and brand protecting their products through patents, product inventions and innovations through continuous research as well as, through development of programs that emphasis on development of high quality products and high-quality after-sales services. Brand loyalty has a positive influence to the manner in which the consumer perceives the product or the company. To create brand royalty, a firm has to relate a brand to human personalities which in turn creates feelings of affection, warmth and be longing to a product (Bryson, 2010).The best way of creating long term brand loyalty to a product is by cultivating feelings of warmth, fondness, and a sense belonging towards this product in people while they are young. The two companies grant the need to reach the younger audiences because the teenage demographic is expected to represent a third of the worlds creation by 2020. Human beings a generally habitual creatures thus, by creating the brand loyalty with teenagers, they will detain royal to this brand even as they grow older.Marketing advantages and disadvantages of associating a soft drink brand such as Coca-Cola or PepsiCo with unisonal convocations that are just beginning their careers.Music is integrating in mass electronic media (internet, tv and radio) advertisements so as to enhance its the advertisement success.AdvantagesEntertainmentMusic has the cheer aspect that makes advertisements more appealing to the audience. This increased attractiveness enables an adv ertisement to capture more attention. Thus, music enhances the brands, products or services value by connecting it to music (Bryson, 2010).MemorabilityIt is easier to recall a piece of music than images or intercommunicate language because music tends to linger in the listeners mind for long. New music groups mostly have freshly songs that have not yet bored the audience. As the listeners get to learn the new songs, they also get to learn more about the product. These new songs enable listeners to remember company details such as the company name, webpage or even an appealing slogan linked to the brand (Bryson, 2010).Authority Establishment and Targetingcertain(p) kinds of groups or life styles attribute themselves to certain kind of music. This makes it is possible to appeal to a particular group through use of certain kinds of musical genres. The company can also easily use the new musical groups to target a particular kind of groups or lifestyles than. This is because new music groups are more flexible than established music groups because they are more willing to experiment with various music genres. In this case music serves as a nonverbal identifier.Growth of brand as well as The musical GroupAs the sponsored musical group gains popularity, the companys brand gains attention and visibility.DisadvantagesNot all sponsored music groups end up becoming popular poor performance of a musical group results in less advertising revenues. Brands have the ability to make up-coming artists into stars but at the same time, these artists have the ability to destroy the brands name by not being successful enough (Bryson, 2010).The reason why the two companies emphasize new music and emerging performers in their ads, rather than well-known songs and groupsBrands are identifying and embracing the new ways in which various kinds of audience access music and are finding ways and intend to capitalize. With their major targets being teenagers globally, the two companies h ave realized that, teenagers have a high affinity for new music and also emerging performers. Thus, the up-coming musicians promote their brand while the companies sponsoring and also give their new music some exposure. This is more or less a collaborative process, by leveraging the power of each. It is a fact that there is a greater association to the product or brand being promoted by a new talent than renting an existing talent. This is because the young people love the element of surprise in the brand image (Bryson, 2010).