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Image Advertising
Attempt to create a favorable mental picture of a product or firm in the minds of consumers. Image aims to associate the advertised product and/or firm with certain lifestyles or values.
1. Increase consumer awareness
2. Convert the awareness into familiarity
3. Use the familiarity to influence consumer buying behavior
Cause-related Marketing
Specific charity they are supporting. Consumers are more likely to purchase, pay more, switch brands, and associate with a positive image.
Sponsorship
Tie into organizations vision, where the organization wants to go, who do you want to target.
Objectives
- Enhance image
- Increase visibility
- Differentiate company
- Showcase specific goods or services
Event Marketing
Type of sponsorship
1. Determine the objectives of the event
2. Make event with customers, vendors, employees
3. Promote the event
4. Company in all event advertising
5. Track results
6. CPM
Green-washing
Appear more eco-friendly than they are
Green Marketing
Product - features
Price - Eco costs to benefit a larger group
Place - pollution management
Promotion - environmental image, credibility
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