This 10 page paper looks at a fictitious proposal to assess the value created by the sponsoring of an event. Sponsorship is used widely as a marketing and PR tool; however it is not always clear if these sponsorships add value to the brand or impact on the brand and product perceptions. This paper presents a proposal to investigate the role and influence of sponsorship in a brand. The paper uses the example of McDonalds, but the proposal could equally apply to other companies. The paper outlines the problem, presents a brief literature review and a methodology for qualitative and quantitative reseach. The paper also includes costing and a time plan with Gantt chart. The bibliography cites 7 sources
Name of Research Paper File: TS14_TEMRprop.rtf
Unformatted Sample Text from the Research Paper:
1. Introduction One tool many companies use to promote their brand is that of sponsorship. The aim is
usually to support the brand image with the creation and maintenance of a brand message. Sports brands, such as Nike and Adidas support sporting events, but may also support a
wider range of events if they feel it will exposure their target market to the brand and support the brand message. Other companies will sponsor events in the same way,
choosing events that they feel compliment their brand with the association. For example, Pepsi have sponsored music events. McDonalds I is also a large corporate sponsor, spending millions of dollars
a year on sponsoring different events as well as having a massive marketing budget. However, with the recent difficulties there may be questions raised regarding the most effective use of
the marketing budget. Marketing in the forms of advertising is found to support sales. The increase and brand perception is easily measurable with the company creating elasticity figures to indicate
the expected increase or decrease in sales following a campaign. However the impact of sponsoring event is less well understood. 1.1 The Problem
For a company such as McDonalds, where there has been a great deal of negative press concerning the health issues of the food, there may be a desire to
create new associations and change the image. Sponsorship is a tool that may help this change although it is unlikely to work in isolation (Kotler, 2003). McDonalds has already made
many changes to its marketing, introducing salads and healthy breakfast menu items, giving the option of carrot sticks or fruit instead of fires and desserts with high sugar contents, so