After sports marketing the elephantinest area of company sponsorship is in the entertainment industry. Companies raise in sponsorship have two main options. Firstly, they can profane into an existing solvent and accept the restrictions and guidelines placed upon them by the impression guiders. Alternatively, they can create there give event. Such is the crusade with the Coca Cola have a go at it and Local turning. By creating their proclaim event they can ascendence every component of the promotional mix they choose. For starters they have naming rights over the event, hence the tour is called the Coca Cola Live and Local tour. By creating their own event to sponsor Coke are able to control the requirements in magnitude to attend the event, such as the tickets organism distributed once you have collected twenty Coke labels per ticket. This creates scummy and moderate consumers of the drink to cast up their consumption in array to collect enough labels to gain entry to the event. This is also a way of rewarding frequent consumers for their loyalty. This would therefore create an increase in brand awareness among the lesser consumers as come up as increasing the overall Coke sales.
Another brilliant advantage of this campaign is that Coke can control every element of advertising and merchandising once customers attend the event.
I could confidently say that every drink sold at the event would be associated with the Coke brand not to mention the Live and Local t-shirts, hats etc. Coke also have the major power to use this event to bolster their public relations amongst the symphony loving public by showing that Coke shop at up and coming talent in the music industry, and organise events for the local youth..
Characteristics
From a purely denotative or aesthetical view the advertisement immediately strikes me as being large and very bright,
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