User:Jackphipps67/sandbox

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Wiki Title: Sponsor (commercial) Paragraph: Definition

Sponsorships basic function lies in achieving marketing objectives, with reasons for involvement including; increased brand awareness and to establish, strengthen or change brand image. For example the aim of Coca-Cola's Olympic sponsorship campaign was to embody loyalty towards the brand. Sponsorship is often seen as a means of persuasion that is fundamentally different from traditional advertising. While sponsorship can deliver increased awareness, brand building and propensity to purchase, unlike advertising, sponsorship cannot communicate specific product attributes. Nor can it stand alone, as sponsorship requires support elements. Sponsorship persuades indirectly, improving the perception of a brand by flanking our beliefs about the brand and linking the brand to an event or organisation that the target audience already values highly.

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Wiki title: Food marketing (362 words added) Paragraph: Food marketing via sponsorships

Corporate spending on sponsorship worldwide grew 5.1% in 2015 reaching $57.5 billion, with the biggest spenders on sponsorships being food and beverage giants PepsiCo and Coca-Cola, spending $350m and $290m respectively[1]. Professional sporting events are primary targets for food companies when utilising sponsorship as a form a marketing communication, however sports organisations are increasing demanding high prices for access to their exploitable marketing rights[2]. Food and beverage company MillerCoors were willing to spend $3.8m for a 30 second commercial during super bowl XLV11[1]. Global food brand have also been seen to increase their marketing effort through sponsorships of amateur sporting events[3]. In 2010 Yum! Brands paid $13.5m to name a university basketball stadium the ‘bucket’, creating the KFC stadium, similarly Papa John’s purchased the naming rights of a college stadium for $5M. Food companies are also investing millions into individual athletes in return for accesses to there exploitable commercial potential. Peyton Manning reportedly earns $10M per year from sponsorship alone, with the highest percentage of sponsorship coming from Papa John’s and Gatorade; similarly Kobe Bryant’s sponsorship from McDonalds was reportedly worth $12M[4]. Sub heading: Ethics of sponsorship strategies With regards to marketing according to Liaw and Tam (2015), ethics deals with moral principles behind the operation of marketing[5]. The main ethical issue surrounding sponsorship being utilised as a form of marketing communication by food companies is the sponsorship of sport from perceived unhealthy food and beverage companies, such as McDonalds and Coca-Cola’s sponsorship of the Olympics[5][6]. Although different in many ways, similarities have been drawn between the marketing practices of tobacco companies and the food industry. At major sporting events, customers are exposed to a multitude of food-related sponsorship, with sponsorship associated with products classed as unhealthy twice as common as those classed as healthy (32.7% versus 15.5%)[7]. Sponsorships of sport from food or beverage companies that are perceived as unhealthy pose great health concern, often being cited as a contributing factor leading to an energy-dense and nutrient poor diet[8]. Other Ethical concerns with sponsorship being used as a marketing tactic by food companies include; the specific targeting of youths, sponsorship from alcohol brands and the misconceptions created through sponsorships by energy drink brands[9][10].

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Wiki title: Celebrity branding (663 words added) Paragraph: Paid endorsement Added content under the bullet point: Instagram

The hiring of a spokesperson or celebrity has increased as a digital marketing technique. Celebrities have been endorsing products and services of businesses on television and print media for decades. However, social networking site Instagram is now often used as a platform for businesses to market products or services either through a third parties page, such as a celebrate, or directly through their own Instagram page[1]. Having started as a Social Networking Site, Instagram has evolved into a successful marketing tool. What is special about Instagram is the fact that it encourages electronic word of mouth, which exists solely on the concept of sharing. Companies can simply tag the username for the businesses Instagram page to allow other potential consumers to browse through that Instagram account in just one click away [2]. The culture of advertising on Instagram came naturally when businesses realized that celebrities have a direct means of communication to their target demographic. According to the Telegraph (2015), the ten most popular Instagram accounts are all celebrities who all have around 30 million followers. By partnering with one of these celebrities, businesses are already reaching an engaged and targeted audience of 30 million people. Many of Americas top earning celebrities Instagram accounts are continually promoting products such as; health supplements, vitamins and detox teas. These aren’t spontaneous proclamations, but rather posts paid for by brands to advertise products to the celebrities’ sizable following [3]. On Instagram alone a profile with three-to-seven million followers can charge as much as $75,000 per endorsement, even a profile with 50,000 to 500,000 followers might make $1000 for a post on Instagram. At the top end of the digital celebrity pay scale some posts can earn around $300,000, especially when Instagram pictures can be easily linked to other social media platforms such as Facebook or Twitter[4]. One of the celebrities that are most well-known for promoting brands on her Instagram page is Kim Kardashian. She currently posts advertisements for at least eight different brands, ranging from jewellery to morning sickness medication, with an estimated earning of $51 million dollars from posting on her social media channels alone[3]. Similarly, footballer Cristiano Ronaldo endorses TAG Heuer through his Instagram account, he dutifully thanks them for the watches he has been given as a ‘gift’ and signs of his posts on Instagram with the companies advertising slogan. Global brands are expanding the use of digital communication via social media. Companies who use Instagram as a form of digital communication include, high fashion brands such as Christian Louboutin and Chanel. Both have been known to send products to influential users in return for an Instagram post and acknowledgement. Puma SE have recently increased their digital marketing campaigns through the use of sponsored adverts and endorsements on Instagram[5]. This now allows products to be bought directly from the social media platform[6]. As well as facilitating interactions with the companies target audience, promoting products through Instagram can also generate media coverage[7]. For example, Puma have aligned with Kylie Jenner to create the Puma Fierce trainer; reactions on social media to this collaboration from the likes of Kanye West have increased the awareness of the product[8]. Celebrity advertisement posts on Instagram can generate upwards of 10 million engagements, according to social media data provider D’marie Archive. This makes these forms digital marketing communication an attractive bet for advertisers seeking millennial eyes. Furthermore, the principle analyst at eMarketer Debra Williamson states that these celebrities influence teens and young adults when it comes to making a purchase, firms can reach out to people through Instagram that otherwise would not be reached[9]. This is because visual images tend to be more engaging than text alone[10]. Instagram has become an interactive channel that brands can use to communicate with their customers on a more personal level. As Instagram has transformed into one of the most influential forms of mass communication, the rules surrounding Instagram advertisements have been developed overtime to ensure that institutions do not misuse the platform.