There isnt a great issue over which fairs better between sponsorship and advertising. Both are marketing tools that strategically apply to different situation. There are however usual times when a business is faced with choosing between both tools. These times usually are a point of exposure as to which tool can give more and help increase a brands visibility. This arena is where sponsorship takes over.
What sponsorship accomplishes better than advertising is in the establishment of qualitative attributes. These attributes include brand image towards consumers, generating awareness, and consumers choice of such brand. On these attributes, sponsorship has more lead on enhancing them, which advertising falls short of.
Sponsorships winning features
With sponsorship, as compared to advertising, the following feature it builds includes the following:
credibility refers to the integrity that sponsorship builds
exclusivity the form of differentiation that sets clients into high status
image enhancement
relevance to lifestyle
prestige that it offers
There are other points that make sponsorship a winner; and these are...
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