CORPORATE SPONSORSHIP PROMOTION ISSUES AND PRACTICE IN INDUSTRIES:
CHAPTER ONE
INTRODUCTION
1.1 Background Of Study
Corporate Sponsorship Promotion is the fastest growing marketing communication strategy. The growing demand and practice of this strategy by organisation is as a result of the growing influence of marketing communication as a one stop strategy in creating sustainable demand and excitement for an organization’s product and services.
A large number of organisations in different industries these days view corporate sponsorship promotion as an undisputed marketing, public relations and advertising strategy for promoting and raising the image credibility and demand for an organization’s products and services in competitive market. Corporate sponsorship promotion allows organization to reach specifically targeted niche markets by providing for the customers and the society. In addition, it is a powerful complement to other marketing programmes, having a dramatic influence on customer relations and satisfaction.Corporate sponsorship promotion offers the possibility of achieving several goals at once. These include, enhancing image, shaping customer attitudes, driving sales, creating positive publicity, heightening visibility, differentiating from competitors, projecting corporate citizen role, enhancing customer relations; and Adile’s M.Sc Public Relations Thesis above all, improving customers’ status or changing the face of the society. According to Okoro, (1998: 154); In today’s business, whether profit making or non-profit making; sponsorship has become a forceful marketing tool. In programmes, products, events, and movements, innovations abound in structure, style, nature and momentum of sponsorships. Today, the promotional strategist has an inexhaustible opportunity to promote his goods, via programmes and special events that pull the target market All over the world, there have been pronounced changes in view of many corporations about Marketing, Public relations, Advertising, and corporate sponsorship promotion, which have paralleled and partly reflected the rapid movement toward the process of integrated marketing communication (IMC). According to Belch and Belch (2004:9), “Integrated marketing communication involves the coordination of the various promotional elements and other marketing activities that communicate with a firm’s customers”. Don E. Schultz in his contribution to the ‘Marketing News’ (January 18, 1993:17): recognized the America Association Advertising Agencies (the ‘4As) definition of as one of the first developed definition of the concept. Quoting the 4A’s definition,
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