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By: Benjamin Teng, Charmaine Ng, Kerry Bay, Koh Han Ling, Jasmi Wong

Media sponsorship is important because it provides assistance to the organization with the necessary promotional activities pertaining to the event. Such media sponsorship can include newspapers, radio FM, television advertising, etc. Electronic and print media are ways to publicize the event and in turn, bring out the visibility of the products and services.

To increase the success of the event will depend on who the organization decides to seek as their media sponsorship partner. It is best to pick media sponsorship that have a similar aim with the organization, in order for both of the organization and company to relate to each other better and better engage closely with the target audience.

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Group Members: Ferene, Megan, Isis, Jia Shan, Jolyn

Media sponsorship can allow awareness of a certain product or service to be seen and heard beyond the target audience of the sponsored company. Media sponsorship can be such of newspaper ads, TV advertising or radio broadcasting. As these media forms are part of the everyday lives of the public, they capture attention and create recognition for the sponsored company, even resulting in ‘word-of-mouth’ advertising. Such increase in media exposure will in turn increase attendance.

Being on respectable forms of media also presents the event as a credible and trusted one (higher public profile).

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Clarissa, Zhi Shan, Jeffery, Matthew
Why is media sponsorship important? How can it help to increase the chances of a successful event?

1) Media Sponsorship is important because it reaches out to a greater number of people in a short period of time and probably for less ($$) as well. Media Sponsorship also acts as the platform for companies to strategically build up the company's image. (social media in particular)

2) Media Sponsorship increases the chances of a successful event because of the broad coverage that one advertisement can bring.

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Group members: Chua, Yi Lin,  Eugene Loh, Levinia, Ong Hui Fang, Ong Ying Zheng

Media sponsorship is important in creating public awareness and heightened visibility on an event, especially those that attract a large number of people.
Through the various channel of media sponsorship which includes Radio, Television and Print Media, sponsoring companies can increase the visibility of their company's products and services.
In addition, the media’s relationships with the various companies provide a chance for the event organizer to access to new sponsors for the event.
Through media sponsorship, free media announcements and news coverage would also be provided by the sponsoring entity. This would mean that less paid advertising and direct mail marketing is required, thus resources can be directed toward enhancing the other elements of the event.

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Members: Dora, Carine, Fong Yee, Isabel, Isaac

Media sponsorship is important as it is one of the most effective way to for the public to have access to an event or a brand. Media sponsorship will be able to spread and increase awareness for a particular event or brand and will also help a brand build up their image through the many different media exposure (Newspapers, social media, TV and radio stations). With the many different media exposures, the brand or event will also have a wider target group.

Through media sponsorships, it provides a great means of broadening the competitive edge by improving the event or brand image, prestige and credibility. media is a great platform for communicating to the public, giving a particular brand a personality, and raising publicity for the event. It is a  good indicator of brand awareness and customer sentiments towards the brand.

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Group members: Chua Jia Bao Elvin, Javier Wu Sheng Xun, Tang Kum Yew, Tan Xiao Xuan

A media sponsor will provide free or heavily discounted promotions, advertising space or a combination of both. In return, the organization will provide the media sponsors with visibility such as a banner or booth at their event and priority access to the backstage passes. With the advancement in today's technology, media sponsorship is able to successfully achieve the outreach that conventional methods are unable to achieve because it captures the attention of consumers in a very quick and widespread way.

Shaping Consumer Attitudes

Media sponsored events that appeal to their target markets are more likely to effectively shape their consumers’ buying attitudes and generate a positive association in return. Coca-Cola is one excellent and well-known example for always examining new ways to create a positive impact of their products into the minds of their consumers. Consumers often perceive sponsorship in a positive way. They view sponsors as an effort made by the sponsoring company to support the event and allowing more activities to take place as the event. If done fervently and regularly, sponsoring of events they feel can influence consumer opinions will generate a beneficial impression of their brand.

Heightening visibility

Every sponsor seeks to widen their exposure in not only print media, but also electronic as well. Visibility of brands can be heightened through media sponsorship, and it will considerably generate positive publicity that eventually helps consumers to know more about the brand. An array of media covering an event can include names of sponsors and their logo, slogans, and photographs. Furthermore, media coverage that a sponsor may receive is often too costly and expensive for them to acquire. To further escalate this objective, it is crucial for the sponsoring entity to possess an extensive media campaign plan in order to enhance the regular media coverage that is promoted by the event organizers. Sponsorship can often generate media coverage that might otherwise not have been available, thus proving to adequately heighten the visibility of a brand and improve its image.

Differentiating from competitors

By sponsoring an event, especially if it is an exclusive sponsorship, it is a great way to differentiate a firm from its competitors. The firm has the opportunity to stand out above their competition. An example will be when Singtel was the title sponsor of the F1 race in Singapore, this sponsorship greatly differentiated them from their competitors namely M1 and Starhub. Being a title sponsor also helps when the competitor has a larger advertisements budget. Finally, sponsorship gives smaller companies the opportunity to stand on equal grounds with their industry giants.
THE QUESTION ASKED ABUOT MEDIA SPONSORSHIP NOT HOW MEDIA EXPOSURE IS BENEFICIAL.

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Group members: Abigail Voon, Chloe Tay, Koh Qian Ning, Pang Shi Jie, Peh Yi Jing

Media sponsorship allows a greater reach to target audience. Through channels like tv, radios, social medias etc, it will allow your brand to get across to many people. Having a media sponsor will also increase the credibility of the event and give the public a different perception of the event. For example if there is a community event, it will be difficult to find many participant. However the media sponsor will be able to publicize and attract people to join the event. It get across to people easily. The publicity will even make the public have a different view on the company holding the event.
It is important to have media sponsorship as it is a cost-effective yet easy way to gain publicity for a event.

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Group members: Jasmine Kong, Ngiam Chao Lei, Violet Lim, Rachel Koh, Tay Si Ching

Media sponsor can help to sell other sponsorships. Many festivals with multiple events attempt to get an official radio station for each as they can produce and broadcast advertising messages about the event, serving as a great promotional vehicle. Radio stations are most cooperative if you provide them with sufficient information on an event, which will require little work on their part. Event managers must make sure that sponsoring station is permitted to mention the names of other sponsors in its spots as this can help to sell other sponsorships. Good sponsors also augment their tie-in with an event by purchasing time and space from radio, television, print media and increasingly, on the web. This can result in win-win situation for radio station, sponsor and event.

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Group Members: Valerie Toh, Tay Shu Fang, Zhou Ya Lan, Melissa Koh, Caleb Foo, Jessica Ho

Media sponsorship is important as it provides free advertising space and visibility in raising the profile of the organization and publicize its events which means that, lesser spending is needed on advertising. Media sponsors such as television, radio, newspapers, and magazines can extend the awareness and reach of the event

By engaging media sponsorship, organization and media sponsors can become partners in building engaging media coverage such promoting the event through their social channels, post about the event on their blog or vlog, and/or write an article in their printed publication before the event to help boost ticket sales and attendance in exchange for some other sort of benefits at your event. On top of media support, organizations can also leverage media sponsors to secure other sponsorships.

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Group members: Lauraan, Hui Xian, Emil, Syafiq, Fikah
Media sponsorship is in charge of the event’s coverage, and if the event turns out successful, this would boost the company’s image, the brands that were featured as well as the event itself. This would increase publicity and appeal, hence gaining more capacity of reach and increase credibility hence companies may be interested in working together in the future.

Media sponsorship has a wide/multiple target audience appeal. For example, media sponsorships through the various social platforms have different audiences. Adults mostly use Facebook, teenagers use Instagram etc. This will encourage word-of-mouth, especially if done through social influencers. It is comparably cheaper as an alternative compared to printed media (advertising space on newspapers) and provides the same, if not more, amount of exposure.

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Group Members: Chan Shu Qing, Kang Jun Hong Brandon, Nur Adilah, Tan Li Ping, Tan Shu Ling

Extend awareness and reach to a large audience by promoting across different communication channels that will help to reach a slightly different audience from each channel (email reaches out mostly to working adults who are constantly checking their emails for updates, while media reaches out more to the younger generation)

Relationship with different companies can provide access to new sponsors

Help company to reach out to target audience that best fits their marketing needs

Provides opportunities to gauge customer response to products immediately

Sponsoring media that target audience is drawn to will improve consumer attitude and perception towards company’s event/product

Improves brand’s reputation and enhances credibility

Promoting through media drives viral word of mouth

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Group Members: Lui Vik Kee, Angus Tan, Chan Ying Ting, Chen Tucong Dix

1. Sponsorship provides a great means of broadening your competitive edge by improving your company's image, prestige and credibility by supporting events that your target market finds attractive. Heightened visibility due to positive publicity through the media is another reason corporate sponsorship of events - especially those that attract large numbers of people like popular sports events - can be the most effective marketing tool. Every corporate sponsor seeks the widest exposure possible in both print and electronic media. This publicity can increase the visibility of the company's products and services.

2. Media will help companies to raise funds by receiving free advertising. Media also help to attract large numbers of people. The publicity increases the visibility of company products and services. HOW?

3. Media Sponsorship is a cost effective way of boosting the visibility of a brand as compared to advertisements. It also allows the brand to reach a specifically targeted niche markets. HOW?

4. Since the media can reach out to a large number of people, it will help to promote other sponsorships of the event. With the benefit of gaining large exposure of their brands, it would encourage other companies to sponsor for the event. These companies will in turn help to advertise for the event through their website, social media or by word-of-mouth to their clients, which will further increase the awareness of the event. HOW?

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Group members: Hwee Choo, Yan Ling, Pei Qi, Regine, Jun Xian

Media Sponsorship is important because it is an effective way to boost visibility of a brand. It can also be a more cost-effective way to increase brand exposure as compared to traditional methods of marketing such as advertisements. By engaging a media sponsor, a company will be able to spread word of the event and reach out to a wider audience efficiently.

Media coverage can shape the way consumers view your company, products and the event as well, which can determine the success of the event. For example, if a media sponsor covers the event in a positive light, viewers and readers of the media outlet will feel that the event is meaningful and they would want to support it in future.

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It helps to spread awareness of an event or product and increases the brand image through recognition of the media audiences. Other companies who belong to other categories of the sponsors such as title sponsor and presenting sponsor will be able to have their companies being mentioned by the media sponsors, provided the media sponsor allows this to happen. It also creates opportunities for more interaction and personalised engagement such as through social media. Through data analytics on social media, it can allow a company or event to manage the various demographic groups through more focused marketing. It also allows a chance to gain new sponsorships through association with famous celebrities and other properties.

It promotes the event extensively in the related digital media outlets and in print. It involves the commitment of media coverage during, after and before the event. The media exposure in all media channels also being increased. In the context of radio stations, they do not have to do much research and preparation once sufficient information are given to them. The radio DJs who will be responsible of the advertising will be solely focusing on advertising the event.

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Media Sponsorship is important because it is one of the easiest and fastest way to gain exposure for the event. With the various outlets of media like print media, TV and radio stations, media sponsorship appeals to a wider target audience.

Through media sponsorship, the event can also reduce the expenses spent on advertising as the media sponsors helps to publicize the event as part of their sponsorship commitment.

Moreover, working with a reliable media company also increases the event’s credibility. Working with a reliable and widely known media company allows more people to not only learn about the event but have greater faith in the event as well.
GOOD.

ZhiCheng/Tricia/JiaJia/HuiYing/HanYun

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Question 2: Why is media sponsorship important? How can it help to increase the chances of a successful event?

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Question 2: Why is media sponsorship important? How can it help to increase the chances of a successful event?