InstantForum.NET v4.1.4UTalk Marketing Forumshttp://www.utalkmarketing.com/forum/forums@utalkmarketing.comSun, 12 Oct 2008 20:31:46 GMT20http://www.utalkmarketing.com/forum/Topic744-11-1.aspxI don't in anyway want to criticize what you have wrote, it was interesting to read and pointed out a few things I have never realized. However I see you have spoke a lot about brands and multi million pound businesses. Could anyone answer the same question but not for a large blue chip company but for a corner shop or local fast food takeaway for example?Fri, 31 Aug 2007 13:23:47 GMTSimon http://www.utalkmarketing.com/forum/Topic744-11-1.aspxAssessing the relative media value of any given sponsorship is the first thing that we must do when considering investing in sponsorship. </P><P>But ‘value’ is a concept that becomes increasingly blurred when looking at sponsorship vs traditional media.</P><P>To look at broadcast sponsorship as an example, there are several measures that we could look at allowing us to compare it to traditional media, and therefore come up with a value. </P><P>Similar to a TV model, we could look at time length and ratings of bumpers in a given sponsorship, and from that arrive at a number of ratings that in media terms equate to a value. </P><P>But arguably sponsorship has inherent advantages that boost its value over and above traditional media. </P><P>Sponsorship’s selling point is its ability to add qualities to a brand by association. </P><P>Sponsorship can give credibility to a brand, or can take a flagging brand and make it cool again - Baileys used Sex and the City to great effect to do just that. </P><P>Low interest categories use sponsorship to give a brand prominence, a good example being the extortionate amount that AIG have paid to put their name on Manchester United’s shirts; in fact you can be almost certain that every finance brand will be involved in sports sponsorship of some form. </P><P>Brands in categories with little tangible differentiation will use sponsorship to stand out – we only need look at the mobile market to see how brands there have looked to form strong content associations whether that is through film, music or sport.</P><P>Whatever content people consume, they are doing so because they enjoy it and it has relevance to them. Likeability and relevance is ultimately what a brand is gaining (over and above traditional media) by sponsoring something. </P><P>Ross Minton<BR>Sponsorship Manager, OMD Fuse<BR>Thu, 30 Aug 2007 16:38:12 GMTRoss Mintonhttp://www.utalkmarketing.com/forum/Topic744-11-1.aspxHow to you measure the value of sponsorship v.s.media buys?Thu, 23 Aug 2007 13:57:19 GMTCM