Sponsorship Assignment Example | Topics and Well Written Essays - 750 words

Sponsorship - Assignment Example Creating a brand image is a corporate objective which NASCAR has embraced effectively. Through sponsorships, the company organizes races hat attract many fanatics. This forms a strategic opportunity to sell the brands. The techniques us include branded attire for drives, referring to car names to represent drivers and so on. The fitness and favorability of the driver attracts more attention to the car that he is driving rather than his personal being. This satisfies the marketing objective. The study reveals that the creating human like features on a brand is central to marketing process. The main emphasis here is selecting the best brand personality. This raises the idea of attitude towards the advertiser or the sponsor. This research shows that when people show positive attitudes towards an advertiser the n they have a favorable opinion on the brand. The personality of the drivers must blend with the qualities of the product that the sponsor wants to be transmitted to the potential buyers. This is because the sponsor-driver fit greatly affect purchase decision on potential customers. CRITIQUE While brand personality marketing yield better results, the research is extremely biased on the positive sides of brand personality. This is because the driver-sponsor fit is not the only factor that affects marketing. The relationship between the sponsor and the driver does not imply merging of attributes and thus their differences can be easily established by clients. For example, drivers’ characteristics may be consistent with the attributes of the product but the people’s attitudes towards the sponsor are not altered by the presence of the drivers, as such, people tend to differentiate the roles. From the research, the findings that imply the people favoring the brand personality favor the producer or sponsor is not well grounded. In many marketing scenarios, clients may have good ratings for the personality (driver) and thus come to the events to see h im in action, thus their interest may not lay in the brand which he’s representing. The essence of marketing is boosting sales. However, sales are boosted by the promotional efforts put in place by the sellers. The research is categorical that it is a requirement that the driver and the sponsor fit for the success of a brand. However, the potential clients might not be concerned about background relations between the driver and the sponsor. This is a work relationship. The choice of the consumers or buyers is influenced by the driver and the brand qualities. If a client observes how strong or fast a car is, then he or she will relate that to the brand that is being represented. As such, the driver sponsor congruence does not play an important role. Selection of a brand personality may affect the brand image in the long run. This is because the drivers are contacted for particular time or on certain terms. Therefore, the congruence hat last only during events may hurt the bran d later. An example is that the driver may be involved in scandals or situations that compromise the qualities and ethics of the sponsor. This affects that image of the brand among the existing and potential clients. Thus driver sponsor fit does not have total influence over the success of a brand. The research indicates that NASCAR events are well attended due to the fact that people fancy car races. However, the true motive for the race is marketing. Most people will attend the

Myth. Why did myth survive the scientific and philosophic challenges Essay

Myth. Why did myth survive the scientific and philosophic challenges of the classical Greek world - Essay Example Why did the myth survive the scientific and philosophical challenges of the classical Greek world? Introduction: Myth is some idea or a belief which is absurd and fictitious and has originated in the prehistoric times which came into being naturally and inevitably. The myths developed due to the fact that the inhospitable environment that the primitive man encountered. The origin of the myth during the prehistoric times or during the childhood of mankind might due to two reasons: one may be the fear that might have been created during an occurrence of the natural phenomenon such as thunder or storm for example, and another might be as a remembrance of the events of the past. So, as the history of the mankind developed, the language and the practices also developed along with the myth. The religion, rituals and the myths are all developed in parallel but are distinct from one another. The myths have a great part in the development of the religion. However, equating the myth with the r eligion is not possible. Myth is the response of the mankind to the natural environment (Graff, Fritz., et al., 1996). Over the centuries, Greek culture developed and underwent many changes in this context of the myths. Until a few centuries the Greeks were supporting myths and after the eighteenth century the Greeks used to refer the word myth by ‘muthos’ which means stories and words and started defending with the evidence of the scientific evidences and facts referred by ‘logos’. ... So the first thing is that the myth is developed out of lack of explanations. Explanations: Myth seemed to have strong thoughts on the areas where the scientific and reasoning does not produce the results. To explain briefly, myth plays a strong role where the reasoning doesn’t seem much to offer. For example, in the case to speculate what happens after the death. A common explanation is that death is a fact and can occur to anybody regardless of their age and status of their living. If we reason out this fact the next immediate question arises is that what would happen after death and it would be related to the good and the bad lives the individual had lived through out his / her lifetime. So in order to explain this question it is sorted out that the soul of those who lived good lives would go to the Elysium and the soul of those who lived bad lives would go to the Tartarus and punished to the degree of unpleasantness. Another part where the myth played its role is the place where there is unreliable and nonexistent of historical evidences. So these kinds of explanations depend on the social, cultural and the educational background of the believer and what is actually believed. Reinforcement: The reinforcement of the political, social and ethical position of the subject in the context might also be a reason for the explanations of the myths. For example the Roman emperor Nero used to identify him with Gods in order to manipulate his image. In order to impress this myth the emperor image was cast in the coins by the architects which would image him as a god. Issues: The issues which created as a result of the reinforcement of the authority are social and cultural tensions, and dilemmas. Therefore a myth could be changed and manipulated to