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Q – Why do companies sponsor events, such as Coca-Cola sponsoring the Olympics? What’s the benefit? Discuss from at least 3 perspectives.

Exposure – The process by which the consumer comes into physical contact with a stimulus.

·      Brand is going to reach a large audience due to the amount of people who attend the event, tune into the event on the TV and follow updates via social media

·      Mere Exposure Effect – when familiarity leads to a consumer’s liking an object

o   TV Ads, posters etc.

·      Generates hedonic need (need that relates to sensory pleasure)

Motivation –

·      Appeals to values

o   Olympic stands for bringing people together to celebrate a sporting event

o   Coca-Cola may want to associate their brand with similar values and persuade consumers to purchase from their brand whom also shares similar values/interests

·      Symbolic, affiliation and belonging

Classical Conditioning –

·      Associates Coca-Cola with Olympics

·      Whenever you do engage in sporting activities, you may want to drink a coke

·      See the Olympic logo, may trigger memories of the Coca-Cola logo

Social Responsibility –

·      Coca-Cola are supporting an event that is beloved and appreciated by a vast majority of the population

·      Community involvement

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Week 11 Activity 1- Tutor Sample Answers

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Week 11 Activity 1- Tutor Sample Answers

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Q – Why do companies use celebrity endorsement for new product market campaigns? Explain from at least 3 perspectives.

Reference Groups –

Aspirational Reference Group – A group that we admire and desire to be like.

Co-Branding – An arrangement by which the two brands form a partnership to benefit from the power of both.

·      E.g. the Kardashians – they are their own brand.

Symbolic Meaning – The idea that consumers do not just buy products, but rather that the products mean and represent, such as certain images or ideals, and how it enhances their self-concept.

·      Celebrities are associated with certain lifestyles, so when they endorse a brand or product, such ideals transfer onto the brand or product

·      E.g. Serena Williams endorsed the EnduraCool Instant Cooling Towel – this also transferred the athletic ideals of the internationally-renowned tennis star onto the product and allowed consumers to see the towel as athletic and sporty

Social Class & Influence

·      Developing an ideal state

·      Getting a celebrity who fits into that social class (working class etc.) to form a connection to target audience who also fit into that social class

Exposure

·      Mere exposure effect

·      Posting on social media

·      Reaching a large audience in a short amount of time

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Logo 1 - Logo 2
- Differential Threshold
Logo 2 - Logo 3
- Absolute Threshold