Executive Summary
The first section of this critique includes the definition of sponsorship and a description of the main characteristics and reasons of its effectiveness.
Moreover, we can find the reference to the alcohol industry as one of the areas where sponsorship is used as a key form of promotion.
The second and the third section contain a list of all the advantages and disadvantages of employing sponsorship, including some useful examples linked to the alcohol industry.
Then, the critique gives some examples of where and how sponsorship allows to access to new markets that might otherwise be difficult to reach.
Finally, the critique goes through the Heineken case and gives a lot of examples of how this company uses this tool.
Table of contents
1. Introduction 4
2. Definition 4
3. Benefits of …show more content…
In 2013, for instance, James Bond film Skyfall featured product placements from Heineken and other brands. (Theheinekencompany.com, 2017)
7. Conclusion
To summarize, sponsorship, as seen in the multiple examples that I have provided, is a key form of promotion for alcohol industry,
Sponsorship, in fact, allowed Heineken, Guinness and Bacardi to achieve their objectives, to assess to new markets that, otherwise, might be difficult to reach, to increase goodwill, to enhance the awareness of the brands and to increase trial, affinity and sales.
Nevertheless, there are a lot of drawbacks that can decrease the effectiveness of sponsorship such as the possible consumer alienation, the global issues or the ambush marketing as I reported in the Budweiser case.
However, I maintain that it is wise and useful for alcohol industries to use sponsorship as a key form of promotion because there are a lot of benefits and it’s cheaper than advertising to promote the company’s brand.
8.
The first section of this critique includes the definition of sponsorship and a description of the main characteristics and reasons of its effectiveness.
Moreover, we can find the reference to the alcohol industry as one of the areas where sponsorship is used as a key form of promotion.
The second and the third section contain a list of all the advantages and disadvantages of employing sponsorship, including some useful examples linked to the alcohol industry.
Then, the critique gives some examples of where and how sponsorship allows to access to new markets that might otherwise be difficult to reach.
Finally, the critique goes through the Heineken case and gives a lot of examples of how this company uses this tool.
Table of contents
1. Introduction 4
2. Definition 4
3. Benefits of …show more content…
In 2013, for instance, James Bond film Skyfall featured product placements from Heineken and other brands. (Theheinekencompany.com, 2017)
7. Conclusion
To summarize, sponsorship, as seen in the multiple examples that I have provided, is a key form of promotion for alcohol industry,
Sponsorship, in fact, allowed Heineken, Guinness and Bacardi to achieve their objectives, to assess to new markets that, otherwise, might be difficult to reach, to increase goodwill, to enhance the awareness of the brands and to increase trial, affinity and sales.
Nevertheless, there are a lot of drawbacks that can decrease the effectiveness of sponsorship such as the possible consumer alienation, the global issues or the ambush marketing as I reported in the Budweiser case.
However, I maintain that it is wise and useful for alcohol industries to use sponsorship as a key form of promotion because there are a lot of benefits and it’s cheaper than advertising to promote the company’s brand.
8.