May 12, 2018 at 1:13 pm #188812
People have different views on whether companies should advertise by
sponsoring sport. While some argue this would be effective, I believe that
it is not an ideal way to promote a business.
On the one hand, sport marketing can be a natural and friendly way for
businesses to approach their potential customers. As audience notice brands
promoted by their favourtite sport teams, it would be easier for them to
have emotional attachments to the businesses and potentially become as
loyal to the brands as to the clubs. Besides, brand names presented around
the pitches or on the clubs’ jerseys can indirectly penetrate into viewers’
mind over a long period of time in a favourable way. In comparison,
advertising by commercials popping up while viewers are surfing the web can
possibly cause annoying feelings as they distracts people from the main
content, this may lessen effects of the promotion.
On the other hand, I believe that these benifits are outweighed by the
drawbacks. Even though businesses can gain strong support from clubs’ loyal
fans, many people argue that the majority of audiences seem to pay more
attention to sport events rather than the advertised brands while they are
watching sports. For example, the diary company Nutifood has long
implemented the product placement strategy with the renowed football club
Hoang Anh Gia Lai but gained little attention as they are still struggling
to foster their sales. Another disadvantage to mention is that the outcome
of a marketing campaign may arbitrarily depends on the performance of
sponsored clubs. Companies may spend equivalent amounts of money to back
two clubs in the final match; however, certainly the winner would be wider
covered by the media compared to the lost one. As a result, businesses may
not assure the accomplishment of a marketing campaign, regardless of how
much money invested.
In conclusion, it seems to me that it is not the optimal for companies to
use sport as a way to advertise themselves.
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