There are non-direct advertising methods that are not as invasive as traditional advertising methods. Sponsoring a fundraiser is a way to subtly bond with the consumer. The fundraiser audience should be the same or similar to the brand audience. The same results can be produced when sponsoring sporting events. For example, a pizza chain may strengthen its brand image and increase sales volume by sponsoring a free online NCAA bracket competition between rival college student bodies. Anytime an organization can get free publicity, as long as it is positive, they automatically generate brand awareness.
Please answer the following two questions.
1) Event Marketing: Please report a current event marketing effort. You could use a local newspaper such as Houston Chronicle, etc. Please find a news article discussing a company’s event marketing activity. Please copy and paste the web link, and use your own words to summarize the article findings. You should also identify the link between the event audience and the sponsor’s traditional customer audience. If the audience is different, please explain why.
2) Publicity: Please select a company at your own choice, and analyze the firm’s effectiveness of using public relations. Do you think their current approach is effective? Why? How to further improve their public relations? Please use the company’s website, and other news sources (such as Business Week, newsletters, other financial reporting web sites, etc.) to find support for your argument.