Post on 30-May-2015
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P&G in Sochi 2014: Analysis & Evaluation
of the Sponsorship Nasser Almutairi, Jing Shang,
Mengen Kong, Yushan Li, Junyan Wu, Isis Hung & Baishuo Xin
4.24.2014
Brand Basics
Found in 1837 in Cincinnati
Integrity, leadership, ownership, passion for winning and trust
300+ brands; Sold in 180 countries
TA: The middle class; Women aged 18-44
Brand Portfolios
Baby,Feminine & Family Care
Fabric & Home Care
Health & Grooming
Brand Profile
Beauty
Mass Media
Sponsorship Promotion & Leveraging
October, 2013 "Raising an Olympian” documentary series
January, 2014 “Pick Them Back Up”
during the Golden Globe awards
40 clips relating to the “Thank You, Mom” theme before the Games
Advertising Strategy Used During the Sponsorship
• Emotional and Spiritual Appeals
-ads
-activities
• Heightening Visibility
• Shaping and Maintaining Brand Image Through Building Equity
• Theme Consistency
• Leveraging the Sponsorship
• Past Experience
• Arousal
• Social Alliance
• Advertisement and timing
• Demonstration and Active experience
Sponsorship Used For Individuals and Group Factors
• Low-Level Processing
• Congruency and Matching
• Appeal, behavior, and function.
• Attribution Theory
• Balance Theory
• Corporate Community Relation
Evaluation for P&G’s Advertising Campaign
• The nature of emotional and spiritual message
• Constant reinforcement and updating
• Social and economic changes
• Middle class families structure and roles
Future Changes of the Current Message