Chapter 13 – Sponsorship an Event Managements
in Public relations: theory and practice
edited by Jane Johnston and Clara Zawawi.
Crows Nest, N.S.W. Allen & Unwin, 2004. 2nd ed
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I agree with the author about the importance of events and sponsorship as an effective pr tactic. I think in our contemporary society people are so overloaded by a multitude of advertising and corporate communications that it needs special efforts to gain their attention. Hence events are getting more and more important, because the audience has an emotional connection to them or is even part of them. Moreover, I think that it’s a good way of communicating values, shape the image of a company in the public perception as well as to create news value and get media coverage in our thrill-seeking society.
However, even though I think the text gave a good overview above some main points in the field of sponsoring, I’m of the opinion that the text was in part too superficial. A few pages more would have been useful to explain particular things in a more detailed way. The paragraph about risk analysis and management for example was really interesting, but the explanations were too short to have a good learning effect. What I’ve missed was especially was a chapter about the post-processing of an event: Because my personal experience showed that it is one thing to organize an event and execute it – but to coordinate all the works that are necessary afterwards and have the appropriate responsibilities allocated is a completely different story…
Well, what else should I write now? Yep, the paragraphs about ambush marketing were really interesting because I haven’t read anything about it before. Though I’m of the opinion that this kind of marketing is ethically mostly not arguable, I must admit that it was funny to read about it because its somehow really creative, which ideas corporate communicators have. Thus, the case study about Qantas and the Olympic games was the highlight of the text for me.
Well, that might be everything for this week. No, there is one important thing I have to mention: It’s really annoying that the blogger.com page is so slow to access via the campus internet…
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3 comments:
Well Robert, you seem to have gave an concise analysis of text that have been written by Author.
Your text in the blog do remind me about the points that I wish to get more explanation on some points. Like the points, risk and issue management should be given further illustration from the author.
And one more point that I don't clear-cut understanding is between corporate sponsorship and marketing sponsorship.
Again, I think your text really reflect a critical evaluation on what the author has written.
I found the sponsorship section of this chapter to be really interesting. I agree what what you said about people being overloaded with so much advertising that they 'need special efforts to gain their attention.' Not only do the individuals stand to benefit from sponsorship, but the companies also benefit as well, according to Geldard and Sinclair in the text, the benefits include, 'exclusivity, image association, product sampling, and signage rights.'
Ambush marketing was also really interesting, because I wasn't aware that such a practice existed until I read the text. As unethical as some people may think it is, I do agree that it is creative and requires organizations to think outside of the box.
I do not agree that the text should have been longer...25 pages is plenty for me! As far as the slow Internet on campus, I agree with you, but I don't think it matters where you go around here, because the Internet is always slowwww! haha
Hi Robert,
I agree that because, nowadays, society is so inundated by advertising it is more difficult to gain people’s attention by using only traditional tactics, such as, signage. I think society has become so accustomed to advertising people generally don’t pay much attention to it, unless it is unusual or shocking. I too was unfamiliar with the concept of ambush marketing. My first impression of ambush marketing is that it appears unethical. Although I can see how it could be an effective way for an organisation to gain attention, particularly if it involves an unusual stunt. I thought the example of ambush marketing they gave in the chapter of a hot-air balloon carrying signage while flying low over an event was rather ingenious. One of the key points I took from the reading is that media coverage is now widely recognised as a vital part of sponsorship. The reading explained that the purpose of attracting publicity for an event is to increase the target audience beyond the immediate audience and participants of the event. Media coverage is beneficial, not only to the organisation staging the event, but also to the sponsors of the event.
Annabel
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