Comprehensive Sponsorship, Influencer Marketing, and CSR Key Concepts

Values of Sponsorship

Additional chances of brand exposure, reaching new audiences, building brand loyalty, developing brand personalities, and managing a brand crisis

Mere Exposure Effect

A psychological phenomenon by which people tend to develop a preference for things or people that are more familiar to them than others

Incidental Exposure Effect

An effect where an advertisement receives minimal attentional resources while other more relevant information is being processed

Meaning Transfer Effect

The process where a sporting event's image is transferred to a brand through event sponsorship activity

Congruence Effect

Congruent matches between an event and a sponsoring brand produce more favorable attitudes and better memory, while incongruent matches produce more attention

Articulation Effect

Communicating a fit or purpose between an event and a sponsoring brand to enhance attitudes, attention, and memory

Lack of Flexibility (Sponsorship Disadvantage)

Sponsorship offers less creative freedom compared to other advertising methods

Dependence on Others (Sponsorship Disadvantage)

Success depends on the performance of the sponsored team or individual

Lack of Control (Sponsorship Disadvantage)

Many variables such as weather, media coverage, and attendance are uncontrollable

Sponsorship Clutter

An overload of sponsors at high-profile events that reduces individual sponsor visibility

Ambush Marketing

When competitors without sponsorship rights attract audience attention away from the official sponsor

Brand Collaboration

A strategic partnership between two brands to create mutual value

Bigger and Broader Audience (Collaboration Benefit)

Partnering brands gain access to each other's audiences and expand reach

Social Buzz (Collaboration Benefit)

Increased conversation, media coverage, website traffic, and product visibility when brands work together

Chance to Diversify and Add Value (Collaboration Benefit)

Brands can reach new demographics and create added value by partnering

Alter or Enhance Brand Perception (Collaboration Benefit)

Partnerships can improve brand image and support greater social responsibility

Sustainable Strategies (Collaboration Benefit)

Brands can use partnerships as long-term core branding or business strategies

Partner Selection: Similar Targets and Goals

Brands should align on objectives such as awareness and sales

Partner Selection: Complementary Skills

Each brand should strengthen the other's weaknesses or combine strengths

Partner Selection: Consumer Relevance

The partnership must make sense to the target audience

Partner Selection: Trust

Partners must trust each other and act transparently

Meaning Transfer Theory (Influencer Marketing)

Celebrities and influencers transfer cultural meanings from media to brands through endorsement

Congruence Effect (Influencer Marketing)

The more an endorser matches the product, the more positive the attitudes and purchase intentions

Parasocial Relationship

A one-sided relationship where media figures are perceived as friends by viewers

Mega Influencers

Influencers with more than 1 million followers and maximum reach

Macro Influencers

Influencers with approximately 100,000 to 1 million followers

Micro Influencers

Influencers with approximately 10,000 to 100,000 followers

Nano Influencers

Influencers with fewer than 10,000 followers

Event Marketing (Influencer Domain)

Inviting influencers to share branded events with their audiences

Product Design (Influencer Domain)

Influencers helping create or promote special-edition products

Instagram (Influencer Platform)

Popular with millennials, especially females

TikTok (Influencer Platform)

Primary platform for Generation Z, especially females

YouTube (Influencer Platform)

Has more male viewers among millennials and older demographics

Influencer Analytics

Tools used by marketers to understand how each influencer impacts campaign goals

Cause Marketing

A mutually beneficial collaboration between a corporation and a nonprofit designed to promote sales and a social cause

Brand Purpose

A company's "why" or reason for being that reflects who it serves and what it stands for

Corporate Social Responsibility (CSR)

A company's commitment to ethical and sustainable business practices addressing social, environmental, and economic impacts

Brand Activism

A practice where companies take public stances on social, political, environmental, or cultural issues and advocate for change

ESG

Environmental, Social, and Governance criteria used to evaluate a company's ethical and sustainability performance