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Role Of Exposure And Activity Involvement

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From the different marketing channel and desired combination of tools accumulate to bring some concept and advertise the personal and business selling and marketing which is considered as Marketing Communication. Sponsorship, promotion and public relations are the factors of these standards and with the marketing communicating tool a better market orientation can be sustained in this business process.

Advertising is a paid from of marketing communication that organizations employee in order to directly communicate messages to the current as well as potential customers. Some of the medium that advertising use in today’s global context has grown and evolved exponentially with the advancement of technology. Radio, television or hoardings are traditional form of advertising digital advertising platforms like commercial website; social media etc is also playing an important role in the IMC strategies of an organisation (Belch et al 2014).

IMC is Integrated Marketing Communication it is the plan or strategy a company formulates to communicate the consumers ideas, product development etc. Advertising is a mode of mass communication and is an integral part of IMC (Fill and Turnbull 2016). According to the AIDA model of advertising and marketing, the process of advertising must follow four steps attention, interest, decision and action. Advertising is used to create awareness among the consumers of a product or service and in order to do so it has to properly planned and organized (Fill and Turnbull 2016). Advertising creates interest and in turn also develops needs as well (Kelley and Jugenheimer 2015). For example: there are some products that people do not even know exist unless it is advertised. Advertising is responsible for creating a brand image as well, this is a concept of branding where the company employees through various modes of marketing in order to create a perception in the minds of the people regarding a brand (Moriarty et al 2014). For example: Mac Donald’s, all the commercials and jingles of Mac Donald’s portray a happy time with friends and family as that is the image the company wants to create. The above is the strong theory of advertising as it assumes that with the help of advertising changes can be achieved in a positive way. It provides information about the brand and creates awareness among the loyal and potential customers. It behaves like a tool for persuasion from the behalf of the company to use their products or services over the other competitors (Fill and Turnbull 2016). The strong theory is known as the cognitive approach and is mostly popular in North America. Issues with the theory is that brands have a larger market share sell and promote their goods and services more posing a disadvantageous position for the competition. On the other hand, in the week theory Ehrenberg has argued that change cannot be inflicted with the help of advertising as it is dependent on behavioral pattern of a person (Fill and Turnbull 2016). It says that it improves the level of knowledge but it does not impact on the purchase behavior of the consumers. This approach is known as the behaviorist approach and is popular in Australia, NZ and UK. These theories are important as it gives a foundation for marketers to formulate strategy and creative ideas for advertising (Belch et al 2014).


These theories influence campaigns as it directs the marketers in formulating the creative ideas. Advertising is the process of mass communication that helps a company to interact with the end consumers, third party organizations are hired in order to strategies and implement the advertising of a brand (Moriarty et al 2014).

The media landscape with the help of digital technologies have essentially altered the nature and function of media in the society Marketing media communication has developed and improved immensely in the past decade. The advent of digital marketing is a benchmark change that has taken place in the recent years (Ashley and Tuten 2015). There is a company that provides service for each of the sub headings of marketing communication for example: media planning agency, advertising agencies, PR agencies etc (Tuten and Solomon 2014). Some of the traditional marketing media are: television, radio, prints promotion, OOH (out of home) billboards and hoardings, direct marketing and press (Fill and Turnbull 2016). 

With development in technology methods and approaches towards the marketing segment has also a changed for good. The choice of medium in which marketing can be employee has also changed and with the various services in the marketing sector. In the last 5years social media has become the new mode of communication and marketers use this platform immensely in order to reach the target customer (Bacile et al 2014). The rise of media is differentiated matter that encompasses the behavioral approach of people and involved customers to buy new products. This is a kind of state of mind that involved with the conventional manner of people those changes by generation (Fill and Turnbull 2016). Old newspaper has changed into digital newspaper, introduction of tablets and magazines are important aspect of media and that turn down the impact of television as well. Radio and Television broadcasting has changed and for that reason the direct marketing has come up by the influence of social media and publication. All those old formats have been change into new one so the consumers are also bought those products to involve and survive in modern market (Fill and Turnbull 2016). Digital billboards, advertising on the internet, radio advertising enhancement in technology etc are some of the new marketing strategies. Skippable ads and non-skipable ads, click baits, online campaigns are some of the new concepts that have developed in the last decade and has gained prominence in the last 10 years (Scott 2015). In the further the change is also dependent on the technology and there can be at any moment a break through innovation like social media which might open other doors of communication. As the reach and rates of advertising in the digital forum has also reduced significantly. There are non-payable methods of marketing in the digital platform as well but that is not that impactful (Tuten and Solomon 2014). Therefore the need from being creative in the approach of marketing is important. Creativity is essential as it helps create a recall value for the product or service. For example it is often seen that people remember a jingle or a scene form an advertisement which is ten or fifteen years old (Fill and Turnbull 2016). The characteristics of marketing are also evolving with the change in the medium, the lifestyle of the people is also changing and there is a lot of time constraint which makes it important for to be creative (Ashley and Tuten 2015). 


The cost of media depends on the various factors like: reach, type of medium, impact, factors included in the employment etc. The focus of media consumption measurement from TRP has changed to views and clicks the importance of traditional marketing medium has not reduced due to the advent of digitalization but for companies a plethora of options of marketing has opened.

Sponsoring is basically supporting a cause or effort with monetary or any other means. The term is usually associated with non-profit projects but it is also a way of marketing. It is essentially an agreement in between two business entities. It is a mutually beneficial relationship in between the organization and the sponsor (Fill and Turnbull 2016). This is a type of marketing tool that can be associated with advertising that seeks to recognize itself with a publisher, event or cause.  For example a company that manufactures sports garments sponsor sports events which helps the company gathers more awareness to the target market of the product or service (Donovan et al 2016). 

Sponsorship helps a company build an image by associating with events and causes that are relevant for the perception the company wants to build. A company or a brand would use this technique when the brand wants to spared awareness about any product development or idea. When the company also wants to reposition the brand then a the company can choose to associate with an event which will be associated with for example a brand that wants to establish itself as a rebel it can choose to opt a music festival rather than a charitable event, sponsorship also helps a company get ahead of the competition in the market as it helps the company garner more attention from existing or potential customers.


There are several aspects or elements for the successful sponsorship as this is the reason behind the planning and implementation. Adding value to the project and reflect the positive influence from the work is the key criteria that relives sponsors by hitting the correct positioning in several times (Fill and Turnbull 2016). The clear objectives is important for setting a goal and that involves all the focus and concentration that provided by organization to satisfy the sponsors. Activation plan and sponsorship right situation is the best accession that right holders have for the development of the organization (Fill and Turnbull 2016). Measuring the result is also important as the quality sponsorship is needed for the professional approach as the result has done by the specialized loom thus there are high chances of maintaining successful sponsors in business.

It also helps the company to gain a good reputation as well as goodwill for the company (Grohs and Reisinger 2014). It helps a marketer strengthen its position in the market, sponsorship helps in all the ways any other means of marketing would facilitate a company. The credibility of the sponsor on the other hand is also responsible for the success or failure of the approach. Sponsor also helps in making business contacts and relation in the market as the event or the cause to be effective has to be related to the sponsor it ensures that the company also gains exposure in the market of operation as well (Fill and Turnbull 2016). All these are implemented in order to enhance the sales rate of the company which in turn will impact the revenue. The image of the brand can also be altered if the cause associated with non-profit organizations (Grohs and Reisinger 2014).

According to the congruence effect on sponsorship relatedness, relevance or compatibility plays a key role in being associated with an event or cause. The association with a cause makes a company liable for any kind of good or bad press the event garners.



Communication is an important aspect of marketing mix and for this reason effective communication strategy and value of the marketing is important for the global challenges and effective communication process. Communication objectives also identify the customers and the target markets and for that reason management communications and industrial market demands are raises high and granted a better service that can peruse the economical balancing in market. 


Reference list:

Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), pp.15-27.

Bacile, T.J., Ye, C. and Swilley, E., 2014. From firm-controlled to consumer-contributed: Consumer co-production of personal media marketing communication. Journal of Interactive Marketing, 28(2), pp.117-133.

Baim, D.V., Goukasian, L. and Misch, M.B., 2015. Olympic sponsorships, stock prices, and trading activity. International Journal of Sport Finance, 10(2), p.175.

Belch, G.E., Belch, M.A., Kerr, G.F. and Powell, I., 2014. Advertising: An integrated marketing communication perspective. McGraw-Hill Education.

Donovan, R.J., Donovan, R.J., Anwar-McHenry, J., Anwar-McHenry, J., Hernandez Aguilera, Y., Hernandez Aguilera, Y., Nicholas, A., Nicholas, A., Kerrigan, S. and Kerrigan, S., 2016. Increasing brand recall for naming rights sponsorships. Journal of Social Marketing, 6(4), pp.377-389.

Fill, C. and Turnbull, S., 2016. Marketing Communications. Pearson Higher Ed.

Fill, C. and Turnbull, S., 2016. Marketing Communications. Pearson Higher Ed.

Grohs, R. and Reisinger, H., 2014. Sponsorship effects on brand image: The role of exposure and activity involvement. Journal of Business Research, 67(5), pp.1018-1025.

Kelley, L. and Jugenheimer, D.W., 2015. Advertising Account Planning: Planning and Managing an IMC Campaign. Routledge.

Moriarty, S., Mitchell, N.D., Wells, W.D., Crawford, R., Brennan, L. and Spence-Stone, R., 2014. Advertising: Principles and practice. Pearson Australia.

Scott, D.M., 2015. The new rules of marketing and PR: How to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. John Wiley & Sons.

Tuten, T.L. and Solomon, M.R., 2014. Social media marketing. Sage.


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