Research Paper on:
TAE Case Study

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the Globalstar Australian Rally Championship (GARC). There have been some changes in the fuel requirements for the cars as CAMs want to ensure that the sport is seen as being  environmentally friendly. The sponsorship deal would mean that TAE would be able to be soul supplier of the fuel that the cars need, this formula can be supplied.  There are many advantages for TAE if the choose to take up this sponsorship. There is little doubt that increased awareness of a brand and association will impact on the  level of sales, this has been seen with many other companies and sponsorship deals. The benefit of the sponsorship in terms of market image and association is broad. Firstly,  there is the increased exposure of the brand name on the broadcasting and publicity for the rallies. This will mean an repeated and longer term exposure of the name that  would be possible through usual advertising routes. This will also be a message that is taken in subconsciously and as such will be more effective and there will not be  the same level of resistance to the message as there is seen when more overt advertising is taking place. The increase visibility of the brand also may not always  be a good move, the context in which this is seen will also be important in the formation of the message that is sent. The company is a fuel company  and the association with a national motor sport where performance matters. For the purchase of fuel and the gaining of loyalty for repeat purchases there has to be a reason  for the consumers to behave in that way. The association of the brand with high performance appeals to the motivators for the purchase, especially of the high end cars. Fuel