Admap Magazine - April 2010

Admap Magazine - April 2010: www.warc.com/admap

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April 2010 - Sponsorship
Sponsorship is set to become a $46 billion industry in 2010, so this month, measuring the benefits, sporting ties and examples of brands that have been successful in their strategies.

Focus: Sponsorship

Driving brand affinity			Value lies in the brand
	Sponsorship's flexibility means it can be integrated into all marketing activities			Long-term benefits can be measured with a brand valuation framework

TV for validity and fame			The Krypton Factor
	Broadcast association bestows stature and legitimacy on brands			To raise its profile, Sage revived the game show for great brand-related content

Making the connection			Fill the measurement gap
	Digital media gets users to engage with the brand for optimal use of sponsorship			Holistic ROI research is needed to measure sponsorship that crosses media types

Features

Behavioural economics			10 post-recession trends
	Beware of over- reliance on semi- scientific methods to justify strategies			The implications of changes in long-term consumer behaviour

Marry quality with value			Green brand fatigue
	Case study: How Waitrose launched a value range without hurting its reputation			Brands still need to compete for attention and lure shoppers away from old habits

Semiotics can make brands magical			Luxuriating in recession
	Communication comprises signs that make ads memorable			By becoming more discrete, brands have rediscovered exclusivity