2.2.9

Sponsorship & Product Placement

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Sponsorship

Sponsorship involves paying athletes, celebrities or other organisations for them to advertise for a business.

Nike

Nike

  • Nike pay lots of sportsmen and women to wear Nike clothing and Nike equipment.
  • Consumers that see famous sportsmen/women wearing Nike may be more likely to buy Nike clothing.
    • Roger Federer is sponsored by Nike and wears Nike tennis wear.
    • Rory McIlroy signed a 10-year sponsorship deal worth $250m with Nike in 2013.
Celebrity endorsements

Celebrity endorsements

  • Celebrity endorsements are similar to sponsorship and famous people may use a product or be seen doing something.
  • Lenny Henry is a comedian that features in Premier Inn’s TV adverts.

Social Media

Firms can use social media for paid advertisements as well as for creating their own pages through which to share content. This is beneficial because it is an easy and relatively cheap way for businesses to promote their products.

Targeting an audience

Targeting an audience

  • Social media can also be an effective way of making sure that a business targets the right people.
  • Businesses can pay Facebook or Instagram to target a precise group of people in a particular age group, for example, 18-25 year old people living in London.
Changing adverts

Changing adverts

  • Social media adverts can also be updated and changed cheaply and easily which is another benefit.

Product Placements

Products can be clearly featured (shown) in commercial TV programmes. Some examples of product placement are:

James Bond

James Bond

  • In James Bond, Daniel Craig frequently wears and mentions his brand of watch (Omega in Casino Royale).
Coronation Street

Coronation Street

  • Costa Coffee products appear in ITV’s TV show, Coronation Street.
Jump to other topics
1

Investigating Small Business

1.1

Enterprise & Entrepreneurship

1.1.1The Dynamic Nature of Businesses1.1.2Risk & Reward1.1.3The Role of Business Enterprise1.1.4The Role of Business Enterprise 21.1.5The Role of the Entrepreneur1.1.6End of Topic Test - Dynamic Nature of Business1.1.7Grade 9 - Dynamic Nature of Business
1.2

Spotting a Business Opportunity

1.2.1Customer Needs1.2.2Market Research1.2.3Market Segmentation1.2.4The Competitive Environment1.2.5Primary & Secondary Market Research1.2.6End of Topic Test - Business Opportunities1.2.7Application Questions - Business Opportunities1.2.8Exam-Style Questions - Market Segmentation1.2.9Diagnostic Misconceptions - Competition
1.3

Putting a Business Idea into Practice

1.3.1Business Aims1.3.2Business Objectives1.3.3Business Revenues & Costs1.3.4Costs - Calculations1.3.5Revenue - Calculations1.3.6Business Profits & Break-Even Analysis1.3.7Profits & Losses - Calculations1.3.8Interest - Calculations1.3.9Cash & Cash Flow1.3.10Cash & Cash Flow 21.3.11Cash Flow - Calculations1.3.12Sources of Business Finance1.3.13End of Topic Test - Business in Practice1.3.14Grade 9 - Business in Practice1.3.15Exam-Style Questions - Business in Practice1.3.16Diagnostic Misconceptions - Profit1.3.17Diagnostic Misconceptions - Company vs Business1.3.18Diagnostic Misconceptions - Economies of Scale1.3.19Diagnostic Misconceptions - Cash Flow1.3.20Diagnostic Misconceptions - Break-even1.3.21Diagnostic Misconceptions - Fixed Costs
1.4

Making the Business Effective

1.4.1The Options for Start-Up & Small Businesses1.4.2Limited Liability1.4.3Franchising & Not-For-Profits1.4.4Business Location1.4.5The Marketing Mix1.4.6Business Plans1.4.7End of Topic Test - Effective Business1.4.8Application Questions - Effective Business1.4.9Exam-Style Questions - Business Plans
1.5

Business Stakeholders

1.5.1Business Stakeholders1.5.2Technology & Business1.5.3Legislation & Business1.5.4Legislation & Business 21.5.5The Economy & Business1.5.6External Influences1.5.7End of Topic Test - Business Stakeholders1.5.8Grade 9 - Business Stakeholders1.5.9Diagnostic Misconceptions - Recessions
2

Building a Business

2.1

Growing the Business

2.1.1Business Growth2.1.2Finance2.1.3Changes in Business Aims & Globalisation2.1.4Ethics & Business2.1.5The Environment & Business2.1.6End of Topic Test - Growing a Business2.1.7Application Questions - Growing a Business2.1.8Exam-Style Questions - Business Growth
2.2

Making Marketing Decisions

2.2.1Product2.2.2Product Life Cycle2.2.3Price2.2.4Pricing Methods2.2.5End of Topic Test - Product & Price2.2.6Grade 9 - Product & Price2.2.7Promotion & Advertising2.2.8PR & Sales Promotions2.2.9Sponsorship & Product Placement2.2.10Promotional Mix2.2.11End of Topic Test - Promotion2.2.12Application Questions - Promotion2.2.13Exam-Style Questions - Promotional Mix2.2.14Place & Wholesalers2.2.15Direct to Consumer2.2.16E-commerce & M-commerce2.2.17Diagnostic Misconceptions - Decreasing Price2.2.18Diagnostic Misconceptions - Advertise vs Promote2.2.19Diagnostic Misconceptions - Social Media
2.3

Making Operational Decisions

2.3.1Job Production2.3.2Batch & Flow Production2.3.3Working with Suppliers2.3.4Effective Supply Chains2.3.5Just In Time & Just In Case2.3.6Managing Quality2.3.7Total Quality Management2.3.8The Sales Process2.3.9End of Topic Test - Operational Decisions2.3.10Grade 9 - Operational Decisions2.3.11Exam-Style Questions - Managing Stock2.3.12Diagnostic Misconceptions - JIT vs JIC
2.4

Making Financial Decisions

2.4.1Gross Profit & Net Profit - Definitions2.4.2Gross Profit - Calculations2.4.3Net Profit - Calculations2.4.4Rate of Return2.4.5Rate of Return - Calculations2.4.6Research & Financial Data2.4.7Marketing Data2.4.8Percentage Change - Calculations
2.5

Making Human Resource Decisions

2.5.1Organisational Structures2.5.2Organisational Structures 22.5.3Recruitment2.5.4Effective Recruitment2.5.5Training a Workforce2.5.6Motivating a Workforce2.5.7End of Topic Tests - Human Resources2.5.8Application Questions - Human Resources2.5.9Exam-Style Questions - Human Resources2.5.10Diagnostic Misconceptions - Owners vs Shareholders2.5.11Diagnostic Misconceptions - Internal Recruitment2.5.12Diagnostic Misconceptions - Employee Motivation

Practice questions on Sponsorship & Product Placement

Can you answer these? Test yourself with free interactive practice on Seneca — used by over 10 million students.

  1. 1
    Lenny Henry is a comedian who features in the Premier Inn adverts. What is it called when a celebrity is advertised as using a product or service?Multiple choice
  2. 2
    Why do companies sponsor sportsmen and sportswomen?Multiple choice
  3. 3
    Why do businesses use social media for promotion?Multiple choice
  4. 4
    Features of social media promotion: True / false
  5. 5
    In James Bond, Daniel Craig frequently wears and mentions his brand of watch (Omega in Casino Royale). What type of promotion is this an example of?Multiple choice
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PR & Sales Promotions

Promotional Mix