From Successful Marketing Communications: A Practical Guide to Planning and Implementation
Sponsorship as a promotional tool
Sponsorship can be a very effective tool, if used properly and as part of an integrated plan of action. It really is one of the tools that benefits most from being used in conjunction with others. In this unit we will concentrate on two main types of sponsorship:
programme sponsorship, as dealt with by the Independent Television Commission (ITC) and by the Radio Authority (RA);
sport/art/other event sponsorship.
The ITC is responsible for overseeing the sponsorship of television programmes, and the Radio Authority mirrors this function for radio transmissions. It is vital that this type of sponsorship is tightly controlled.
The ITC Code has two key principles.
To ensure that programmes are not distorted for commercial purposes. A sponsor must not influence the content or scheduling of a programme in such a way as to affect the editorial independence and responsibility of the broadcaster.
To maintain a distinction between advertising and sponsor credits. This is to ensure that credits are not used to extend the time allowed for advertising.
Products & Services
Distress radiobeacons, also known as emergency beacons, PLBs, ELTs, or EPIRBs, are devices that transmit the location of boats, aircraft, and people in an emergency. The signal is forwarded via a dedicated satellite to a control center that mobilizes a rescue response.
Topics of Interest
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Learning objectives After studying this chapter, you should be ableto: understand the importance of the role that sponsorship plays in the sports events industry. identify the objectives that...
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David Clutterbuck In this chapter, I extract a number of themes from the case studies and, where appropriate, offer further observation upon them. The cases represent a wide variety of applications...