The Elements and Concepts of Sponsorship - Essay Example

Topic: Olympic promoters Submitted to < > Submitted by< > < > Acknowledgements I would like to take this opportunity to thank my professor, for guiding me in support all through the project. I would also like to thank all of my friends and family members for helping me out, guiding me, whatever little they could do. I would also like to thank my Librarian, for permitting me to sit for long hours, in search of material. Also assisting me whenever i needed help. Abstract Sports has always been, a favorite past time for all. Whether it might mean playing it or otherwise watching a game. There are people who love doing both. This dissertation will cover a more grave aspect of this jauner. The promoters have now become one of the most aspects of any brand event, product or service. It is actually the promoters positioning strategies which contribute to the success or the failure of it. The following pages will examine a lot more of the same segment. Promoters, Olympic Games, Sponsorship patterns and a lot are discussed to be able to answer our basic investigation question: CAN TODAY'S OLYMPICS PROMOTERS UTILISE THE ONE-BRAND POSITIONING STRATEGIES TO INCREASE CONSUMER INTEREST Table of contents Chapter 1 - The Introduction ..5 Chapter 2- The Literature review 8 Chapter 3 - The Research Methodology.11 Chapter 4 - The Findings and Analysis .14 Chapter 5 - Conclusions and recommendations .......20 Chapter 1- The Introduction 1.1 Background The element of Sponsorship has been explained by lots, but for the most part the connotation can be driven from Meenaghan (1983). A sponsor plays a role in of an investor, investing through money or else kind to some kind of spare time activity, any sport or else Arts linked. Moreover, the sponsored event is not a facet of the key saleable task of the sponsor or else it becomes advertising, relatively than sponsorship plus the sponsor assumes a revisit with reference to promotion. Busby (1997) viewed sponsorship as a trade association amid the source of the means, wealth or services with a person, affair or else business. The source is given privileges and alliance with the character or incident in turn for the money, wares otherwise services that have been offered. With reference to the volume of the international outlay on sponsorship, most of the sponsoring agencies have displayed an enhancement in their expenses of an approximate16 percent in the year 1996, plus a 10 percent boost in 1997 (Busby, 1997). The causes for the increase in sponsorship during the earlier periods have been mainly owed to the legislative and profitable matters. A lot of countries have limited the publicity of specific goods considered as publicly unwanted, like alcohol, plus sponsorship has also turned into an unusual way of support. Additionaly , the fund cuts for the arts otherwise the sporting events have enforced these trades to look for viable support hold up in addition to sponsorship turning into a vital standard trait of the sporting occasion , particularly the Olympic Games, which would not be potential with no sponsorship. The additional issues cheering sponsorships consist of: tax settlements that have been instituted during the years permitting corporations to declare conclusions for sponsorship reserves (Wolton, 1988); augmented spare time guiding the way towards further happenings that the modes are willing to envelop plus corporations appreciating that the sponsorship of these proceedings is an efficient means to get in touch with the clients during their spare time (Meenaghan, 1991). 1.2 The Efficacy of Sponsorships Sponsorship desires to be included with further matters of advertising communications plus advertising strategy. The researches that have been carried out during the past, hint towards the fact that major basis corporations grow to be implicated in sponsorship is to expand media reporting for the sponsor's corporation, artifact or else a meticulous brand. Sponsorship is now and then baffled with publicity however, as Hastings (1984) concerns most, publicity tends to function in a different way plus there is the hazard that sponsorship is perceived as an inexpensive type of publicity. Pham (1990) recommends that sponsorship is not as much efficient as the element of publicity because the viewers are spending the time of their major attention to the sporting event itself. As Meenaghan (1991) points out, exposure is not a reliable gauge of efficacy also; as a result, one is unable to evaluate simply the expenses of publicity and sponsorship, even if this is regularly done. In common a lot many individuals might deduce that further investigation is requisite to establish the behavior in which sponsorship will function moreover media exposure, along with sponsorship is also utilized to improve business, produce otherwise the brand reflection. This grip hence choosing the opposite dealings comparative to the icon the business desired to plan (Burridge, 1989). Corporations have utilized the concept of sponsorship for community relations, business generosity, augmented sales, and amplified personal contacts with the probable clientele, also to perk up the reflection of the business, produce or else brand name at the similar time (Marshall and Cook, 1992 & Nally 1973). Quinn (1982) also investigated the causes for a corporation's participation within sponsorship. The main cause was as a reaction to an appeal from the objective organisations or else individuals. The second most vital cause was to increase or else conserve the company reflection. (Leanne Carter, 2000). 1.3 The Aims and Objectives of the Dissertation: 1. Comprehending in detail the roles of sponsors, in major sporting events around the world. Like the Olympics. 2. What have been the general and the most common strategies used by the sponsors during these past few years. 3. The most famous Olympic promoters around the globe. 4. What are the most common strategies used by the sponsors of the Olympic Games to gain consumer interest. 1.4 The Structure of the Dissertation: Chapter 1.Introduction Chapter 2. Literature review Chapter 3. Research methodology Chapter 4. Findings and discussions Chapter 5. Conclusion And recommendations 1.5 The rationale behind the research topic: The basic rationale behind choosing the topic lies in the growing popularity of the matter. Around us we observe are thousands of events, with more sponsors than, anything else in them. Whenever we are watching TV, we see more sponsors advertisements than the programme itself .It is the most talked about feature, who is sponsoring the event or the programme An investigation into the core of the matter will help us deduce the strategies that these sponsors use and also their objective. Chapter 2. The Literature Review 2.1 Background: Off the 12 major corporations who have been deemed as the international Olympic Sponsors, the utmost echelon of sponsorship, estimating an anticipated $75 million each one, merely one, Lenovo, is originating from China. Most of the experts in the field articulate that the intercontinental sponsors need to boogie a complicated dual step sponsorship strategy to gather the profits of sponsoring in terms of a sanctified, soaring profile event. Whilst preserving the repute of their corporations within the sponsorship world (knowledge@wharton.com). Most of the Olympic sponsors around the world tend to view the concept of sponsorship as a concept concerning a lot many other elements and factors other than simply promoting a brand or logo on a T-shirt or else a car. These promoters believe that they are the ones who play the role of the acting representatives for each one of the events and brands they sponsor all around the world. They presume the fact that promoting a brand is mostly regarding being responsible, compassionate, pioneering, having a can do attitude with full of strength as well as life. Furthermore, the Olympic promoters and sponsors around the world have been able to institute substantial associations with sports agencies around the world, they know it presents these agencies with a golden opportunity to earn more profits, each time they decide to promote the events. For instance, the Olympic fans can be guaranteed by them to Multimedia Messaging Services, information services along with the chat forums, download ringtones, wallpapers together with other metaphors in addition to participating within exciting draws. Promoters around the globe consider the fact that they are committed to increasing a variety of supplementary values to the entire sponsorship package. It explicates this relationship within the idiom, it is no use possessing tools if one is not aware of how to use them, when to use them and where to use them. Corporation's world over tend to grow on the element of competitive advantage by increasing their USPs: effects that merely they can present moreover which might help them appear distinctive from everything else that is being offered by their challengers. Any sponsors link up with Olympics tends to provide them the USP in terms of being involved with world's most eagerly awaited and hence watched event (Anne, 2008). 2.2 The major and most common Sponsorship Strategies The most common strategies used by promoters, when promoting or sponsoring events or products are the Offensive Strategies within which the corporations tend to recognize a certain projects achievement, categorize it , support them , deciding on it , prioritize them , as well as source these projects that further characterize roles, delineate the business case, inscribe the scope indication. This strategy further perseveres the event Schedules, persisting on a prelude of resources, set up an event culture. Within the international setup as well as the aggressive marketplace, the ever growing number of corporations that make use of the sponsors , do so to augment the recognition of their brand names , within those market divisions beleaguered for their goods as well as services. A lot of corporations have revealed the concept of sponsorship or promotion to be a predominantly precious tool in which the fragment of brand identification is reinforced through relationship with dissimilar notions. The most important rationale behind sponsorship is to get hold of brand identification. Through accumulating appreciation, the events overall position is reinforced within the specific market divisions or else within the community in common. An additional incentive can be paying attention towards promotion to complement a particular campaign or else to generate consciousness of the sporting events inside the market. The most common outline of promotion is by way of educational as well as sporting events together with discussion groups etc. It would not be wrong to deduce the fact that in a situation, whenever a sporting brand event resists, it is for the reason that they have wandered away from their brand positioning policy or else have put together a defective one. Regrettably, to the inexpert promoters, that actuality is not at all times apparent (D.K, 1993). All these international promoters and sponsors need to realize the reason why a positioning strategy is so imperative.Established, from time to time this is a long condemnation. However it concisely explains the objective, their throbbing points, the groupings within which the brand contends, their distinguished paybacks, moreover what the corporation have got to do to establish those distinguished benefits to the client. Presuming that it has not presently developed into a money making exercise , promoting the sports event with the appropriate brand positioning strategy compels the agencies to believe what they need to do , in order to be triumphant. Philip Kotler,one of the globes leading professionals on promotion, names the action of brand structuring the knack in addition to the foundation stone of promotion. During the ever altering atmosphere within which the businesses function, unremitting alteration of the positioning strategy is indispensable. Berret and Slack (1999) have inveterated the concept of sports sponsorship as a practicable constituent contributing to the promotion policies. Consequently an assessment of sponsorship as a strategic promotion tool appears to be logical (Stotlar, 2004). Chapter 3- The Research Methodology In the fast paced highly globalized worlds of today the businesses and their surrounding environments around the world are also changing speedily. In order to be successful within their respective fields and industries it is essential that a businesses By analyzing the basic concept of methodology we observe that in actual the term methodology refers to the theory of how the research should be undertaken (Hakim, 2000). The element of Secondary data analysis can also facilitate the process. What is very critical for the researchers as well as the investigators to know is that whatever means of research they tend to decide upon, will also outshine itself upon the results as well as the data found by the end of the complete procedure. This research Methodology will also contain the investigation (Carter, 2008).This will be a pure secondary based research. 3.1 The Research Method The research method any individual will pursue, is solidly connected to their dilemma affirmation moreover the objective of research. Research is a determined, accurate as well as methodical search for fresh association, capacity, attitudes as well as standards, or else for the support of available association, talent, approaches as well as morals. The assorted types of research can be subdivided in terms of the primary and secondary Research: Within the primary research the data and information gathered is first hand, through interviews, questionnaire surveys etc. This is the information that the researcher tends to find out directly from the respondents, and then publishes the information gathered. Whereas, the secondary data on the other hand is the one that has already been investigated and then published in the past. This can be in the form of journals, articles, and all publications. 3.2 The Overall Goal in Selecting Methods The by and large rational behind deciding upon the fundamental business research method(s) is to search out for the most part useful information to key decision makers. Consider the following questions: 1. How precise should the information be 2. Will the techniques get all of the desired information 3. What supplementary techniques should and could be used if additional information is required (Carter, 2008) 3.3 Choosing Research Method: Why using the secondary data modes as mentioned above were most suitable: The basic rationale behind the secondary data is referring to that sort of a data, which is actually been gathered and presented by someone else. In other words it is by no means a direct data collection. With reference to the vital resources that can be used to search all the way through Libraries. Also, periodicals, journals, and data published and preserved in other collections. Furthermore, the data found through the use of the World Wide Web. The use of this technology has become much easier for us. As Globalization takes over all avenues rapidly with each passing day. There is no doubt in the fact that, we are able to access such contents easily. Furthermore much, easier access to large databases, and surveys, experiments that have been carried out in the past. These data providing sources also include within them vital information providing resources that entail within them a number of different cases, published reports, statistical Analysis of certain specific categories. Users can look up the category of their choice (Source Book 2003). 3.4 Constructing the Secondary Data Collection Methodology There are three vital resource providing elements in the secondary data and information: Documents that specifically cater to the researcher's topic; Quantitative and statistical resources which help the researcher amalgamate statistical analysis along with their theoretical, and literature findings and analysis; Researches carried out in the past regarding similar topics. (Source Book 2003) The huge magnitude of work with comparison and contrasting that has, been conducted by professional researchers in the field is quite not possible by one individual like me to gather. This process requires a team of individuals who would put their days and nights gathering relevant data, statistics and analyzing them, comparing them, contrasting them and presenting them in the required manner (Source Book 2003). 3.5 Documents are most likely to provide the following: Raw data is then gathered and also preserved, so that these can be formed into perfect information sources. This information can include critical evaluations, comparisons and contrasts of the required topic. These can further be utilized as in the form of assessment indicators. These can facilitate the documentation of the intricate details of the elements involved Conclusion The use of reports published in the past can facilitate the evaluation of the found data and information stage. Indication towards a more focused novel possibly will facilitate proposing an applicable display. As a universal decree; the exploitation of the data and the information has got to be up to the standard of the contributor. They should definitely not be in violation of the original circumstances of gathering. The source being used for the information must be entirely accredited (Yin, 1991). Chapter 4 - The Findings and Analysis 4.1 Our Secondary Findings: The vitality for a more complicated Olympic sponsorship management has directed the way to the growth of frameworks for ending to ending otherwise meticulous magnitudes of Olympic sponsorship management. At the same time as a number of campaigns signify that the speedy expansion of Olympic sponsorship has not been corresponded by augmented erudition within the management system (Chadwick and Thwaites, 2005; Hoek, 1999; Seguin, 2006), there is current proof of civilizing processes, determined by the .explosion of expenses. Compelling the corporations to concentrate more towards how to successfully administer these Olympic sponsorships than anything else (Miles, 2000, Chadwick and Thwaites, 2004). The structure that is endorsed by a variety of sources (Arthur , 1998; Chadwick and Thwaites, 2005; Corderio , 2005; Cornwell, 1995) have required to bring together the major workings of running Olympic sponsorships, with these gears enduring as being stable within equally the segments defined plus the array within which they become visible. The rudiments of preparation, policy along with objectives are general preliminary spot s within all recommended models, integrating the connection amid business strategy and Olympic sponsorship, objective marketplaces and incentives during sponsoring a range of goods. The Literature supported on assessment of propositions, variety moreover decision making procedures is well industrialized plus defined as are alternatives of execution which consists of incorporation across marketing actions otherwise the broader trade, along with notion like the concept of ensnare marketing. Appraisal or capacity is characteristically the concluding phases of the recommended procedures. A good deal of the literature concerning the concept of sports Olympic sponsorship is directed towards the multiple event Olympic sponsorship. Also, these sponsorship forms are over and over again depicted as linear, top to foundation or ending to ending constitutions. during , the identification process as a great sum of Olympic sponsorships are continuing with reference to the associations or else the properties , for instance the element of being with caught up with squads, associations, recurring, twelve-monthly otherwise recurring events. The cyclical depiction demonstrates the enduring, increasing, intended nature of the influence in addition to doles out to superiorly revealing the interrelationship between the varieties of explanation phases. This outline, while complete of the works of preceding frameworks, is pertinent to relations of a continuing nature, permitting to duration of periodic measurement advantage reconsideration or rearranging of objectives. With each example of Olympic sponsorship vastly different from the next, a general level of elasticity not related with the end to end otherwise the linear model is accessible. 4.2 The Objectives with effects of Olympic sponsorship The development of Olympic sponsorship has demanded corporations to locate positioning superior prominence on the strategic market planning procedure thus instituting stringent Olympic sponsorship objectives from which to determine the collision on trade (Irwin and Sutton, 1994).The Marketing text has remunerated extensive consideration to the objectives well thought-out vital when a corporation goes into an Olympic sponsorship association (Papadimitriou, 2004). Empirically, it has been uncovered that the aspirations will be diverse plus broad series (Irwin and Asimakopoulos, 1992; Thwaites and Carruthers, 1998), with numerous objectives a general characteristic of Olympic sponsorship (Meenaghan, 1983). This shoots from different business goals and marketing policy, with assorted market shares, target marketplace moreover positioning (Cordeiro , 2005) plus dissimilar stages of the produce and/or service during its lifetime (Lough and Irwin, 2001). at the same time as the addition of medium, promotion and auction aims have for all time agreed to paying a primary focus on the marketing objective, Chadwick and Thwaites (2004) message that the growing expansion of Olympic sponsorship has observe it expands in the policy vehicle. Through which it can be functional to objectives clustered generally as marketing communications objectives, association marketing objectives, system objectives as well as supply objectives The Olympic sponsorship's shift to the high phases of the marketing strategy hierarchy is not merely comprehensible by the plentiful sum of change used up on it on the other hand also from the reality that The Olympic sponsorship decision makers at the current time are senior managers in its place of creation furthermore brand administers(Fahy, Farrelly & Quester, 2004). 4.3 The Reasons for Olympic sponsorship growth The motives typically recognized by the writing following the aforementioned Olympic sponsorship expansion are the ones specified by Meenaghan (1991) underneath: The Government strategies on the publicity of Olympics moreover other events The ever increasing expenses of media publicity The innovative opportunities since the amplified leisure activity The established capability of Olympic support The better media reporting of sponsored events. The Inefficiencies in conventional media (Meenaghan, 1991) In addition, the element of Olympic sponsorship owes its exceptional development, to the outstanding opportunities that are obtainable to both the sponsors in addition to the sponsee plus a much improved comprehension of this information by the promoters. As the conservative media have turn out to be more aristocratic, Olympic sponsorship is professed by the promoters as a charging competent exchange (Lee . 1997). Fahy. (2004) stipulates that the growing untidiness of recognized communication tools has made Olympic sponsorship extra attractive as it permits a little separation from the opponents messages (Quester, 1997) in addition to the skill to cross cultural boundaries. By affiliating their brands with bigger events such as the Olympic Games in addition to the Football World Cup, corporations like that of Coca-cola moreover MasterCard hold up their worldwide position (Fahy, 2004). 4.3 Our evaluation: There has been a very lucid and visible attempt within the literature to analyze the association trapped amid Olympic sponsorship plus promotion. The comparisons among them are reasonably frequent given that they carve up parallel objectives, related to image and alertness (Meenaghan, 2001; Walliser, 2003) as well as make an effort to convey the messages to group spectators (Erdogan & Kitchen, 1998). Witcher (1991) cited within Tripodi (2001) confidential Olympic sponsorship as a form of advertising while other marketers regard Olympic sponsorship as an addition of promotion. Farrelly. (1997) asserted that additionally the authors lean to investigate the Olympic sponsorship within promotion terms, as a result reducing its efficacy while, on a more essential note, Erdogan & Kitchen (1998) differentiate these besides refer to them as associates given that these two communication tools 'enhance one another's benefits and lead to more resourceful also successful communication fallout consequences . The expansion and significance of sport Olympic sponsorship It should not come as a complete surprise when it is observed that an approximate of 60 percent of the entire Olympic sponsorship spending is dedicated to sports (lee, 1997) as corporations make an effort to correlate their brands by means of game rivalry, events, and teams in addition to the athletes (Kambitsis 2002). additional authors reveal dissimilar information like 79 percent , 75 percent or else an approximate 60 percent (Shanklin & Kuzma, 1992; Bennett, 1999; Stotlar, 2004) nevertheless each one of these statistics proposes the fact that Olympics is until this day the most well groomed segment area of sponsorship (Davies, Veloutsou & Costa, 2006). The international sport personality endorsers like Michael Jordan ,Andre Agassi moreover Tiger Woods as well as football clubs recognized all around the globe also Real Madrid in addition to Manchester United also have signed the Olympic sponsorship agreements worth millions of dollars (Amis , 1999).After looking through our discussion above it would not be wrong to deduce the fact that promoters around the world have made a market out of their job .They have been successful in creating the need of a promoter / sponsor and then fulfilling that need in a distinct manner which yet again is worth several thousand dollars to start with. Olympics are the King of all sporting events, all around the world. A without a doubt it is the most anticipated season event ever. This is when promoters get a chance to hit that jackpot. They tend to play safe, and try and promote as many small ones or else one or two big ones as possible .They are well aware that their positioning strategies, are what will help them build their identification of being the promoter who has earned maximum consumer interest over the time. But there is no doubt in the fact that the promoters of today can easily make use of the single brand positioning strategy to augment the consumer's interest. Chapter 5 - Conclusion and Recommendations Conclusion: As per, the viewpoints of Speed & Thompson (2000), Meenaghan (2001) and Grohs (2004) asserted that the customers do not perceive the concept of sponsorship as an additional marketing instrument in addition to this also Bennett (1999) pointed out that the element of sponsorship has the capability to come out to the customers as being lesser commercial than the predictable promotion strategies. All of these conclusions on the other hand, cannot possibly be substantiated by our secondary research. This avenue needs research to be carried out at a larger scale including a primary research facet. This for an individual like me was impossible to attain. Also, all the findings could not have probably shown correspondence, with all the assumptions; this depicted how the consumers look towards the concept of promotion or sponsorship. Sponsorship has been considered by most experts as being merely a profit-making activity, entirely taking no notice of its hypothetical humanitarian pedigree. The information that the elements and concepts of sponsorship as well as promotion tends to divide up the comparable operations in addition to the objectives, which in all likelihood has influence upon all the consumers' minds. McDonald (1991) observed that there were a lot of individuals who were not aware of what actually a sponsor or a promoter does , except giving money furthermore the identical proposition seems to be convincing even these days, 20 years later on. The Literature has paid more attention to the constructive association amid sponsorship as well as purchase objective (Pope, 1998; Madrigal, 2001; Walliser, 2003) in addition to these a few definitions deduce the fact that 67 percent of the of sponsorship agreements tend to affirm that the sponsor anticipated to obtain substantial settlement from this movement in addition to producing profits (Wragg, 1994; Quester, 1997). The consequences of this investigation on the other hand, provided evidence that the customers are very unconvinced with reference to their acquiring objectives in addition to grouping partiality meticulous handedly , which is not knowledgeable of put them together blindly choose the sponsor's products. These penalties are responsible with Pitts' & Slattery's (2004) terminations where to some extent supplementary survey participants responded that they were not expected to pay money for the goods of the sponsor corporations. These low down brand trustworthiness points, ought to dishearten the possible sponsors who anticipate and look forward to their sponsorship actions, being interpreted into the sales augment and boost. If the wrapping up for the procuring of objectives of the customers by way of the shirt sponsor of their favorite teams were not heartening for the promoters, those associated with their business behavior directed by the sponsor of the competitor team were catastrophic. It appears to be that team acknowledgment in addition to the attentiveness of the opposition taking part within a within a more very imperative , the accountability for the sales respondents when making their mind up on the successive to business the rival's goods than when they help those of their team's sponsor. This is consistent with Hoek's (1999) study which help demonstrated the fact that sponsorship's capability to amplified purchase likelihood is fictional. The Objectives tend to be different to the highest degree, with substantiation of them being determined by the business as well as marketing policies or else market expansions. Over and over again the early most important reaction was a marketing otherwise business objective, on the other hand subsequently pursuing the elements of questioning, broader commercial as well as premeditated objectives materialized, with behavioral effects recurrently by way of sales enhancing. More than often concluded as the eventual inspiration for the sponsorship. A lot of research and investigation has been dedicated towards recognizing and citing the motivations intended for in addition to the objectives of sponsorship, but only a fraction has been urbanized to put in plain words the construction, profundity as well as the specificity of these objectives. Additionally, how these objectives tend to vary from individual corporations to corporations. The corporations tend to move towards sponsoring or promoting various dissimilar estates otherwise inside contradictory industries also present-day momentous gaps. In order to be able to examine the measurement, the literature has progressed to explain various effects which can be measured; specifically introduction, cognitive as well as behavioral, nevertheless a better assortment otherwise an authorized amalgamation of the appropriate precise tools vestiges to be urbanized. This investigation does not intend to fill up this fissure, although to a certain extent make available a vision of what most importantly sponsors presently do, in consideration of the dimension within the existing marketplace, along with describing the prospective requirements of the sponsorship practitioners to move forward as well as lend a hand to the entire procedure. At the same time as a, when this material tends to point out the concepts vitality there are only a few researchers few researchers who have paid attention To the association amidst the objectives in addition to the dimension and in return the consequences of all these workings have on the remaining of the executive structure. Initially founded upon the conventional marketplace investigation in addition to the essential consciousness procedure, procedures have developed to permit the examination of the significance and its influences in addition to the special effects of sponsorship on the sporting event in addition to business responsiveness, the factor of consumer resemblance as well as image relocation (Cordeiro). McDonald (1991) has recommended that the most recurrent technique of evaluating the sponsorship effects on the reflection is to keep the element of responsiveness alive, acquaintance along with favorability. Poon and Prendergast (2006) confirm the fact that it is complicated to investigate these effects devoid of the utilization of a chain of command, citing the suitability of Lavidge and Stiners (1961) vocation in generating the chain of command of the effects to record. The common proportions of behaviour from a psychosomatic point of view. Poon and Prendergast (2006) tend to conclude the dimension of Olympics sponsorship market or else the argument of the element of cognitive measurement operates under the premise that it ought to be able to make a mental impact earlier than it starts affecting the consumer's behaviors. There also has been frequent effort s to calculate the alteration within the elements of alertness, mind-set, appreciation, discernment along with associated shocks such as the intention of going to an Olympic game. It would not be wrong to deduce the fact that in the world of today it is quite possible for the promoters to utilize the one brand positioning strategy and attract consumer's interest. It is just that the basics remain the same. Only the time, the individual preferences are one of the major decisive elements that tend to drive the sponsors work every morning. 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