The IPL Model: Sports Marketing and Product Placement Sponsorship
Journal Title: International Journal of Humanities and Social Science Invention - Year 2017, Vol 6, Issue 2
Abstract
Product Placement is a new innovative and modern form of advertising and promotional mechanism in which the marketers brand their goods by placing it in sports & entertainment programs. Brand Placement when collaborated with a well respected athlete or is strategically placed on the field at a game has helped many brands draw much needed exposure to their product offerings. The modes of product placement have transformed over the years, from the traditional practice of inserting ten or thirty seconds commercials to direct placement of the brand during live game or match intervals. The infiltration of corporate sponsorship and advertising into organized sport like cricket has now opened up new gates for sports administration in India. In 2008, the Board of Control for Cricket in India (BCCI) launched the Indian Premier League (IPL) – a high octane, sporting extravaganza filled with glitter, glamour and entertainment quotient. The IPL has turned out to be a very successful advertising and branding platform for various brands. IPL, a multi-million-dollar business in India has created a fusion of commercial interest and political power. The league has become a mass sports property for major multinational brands. The main objective of this study is to find out the effectiveness of brand placement as a promotional tool. Understanding the nature and extent of incorporation of brand placement in sports tournaments like the IPL and studying the viability from advertiser’s point of view as a marketing tool.
Authors and Affiliations
Aditya Mittal, Amutha Manavalan
Keywords
Related Articles
- EP ID EP404627
- DOI -
- Views 101
- Downloads 0
Issues and Challenges of Auditing In Islamic Financial Institutions
The Islamic Finance Institutions (IFIs) has gained international recognition as a viable and vibrant component of the global financial system. As a matter of fact, Islamic Finance has seen an increased adoption across th...
Aplicação do Mapeamento do Fluxo de Valor para otimizar a prestação de serviços no Setor Público
This study aims to reduce the time of a process using the Value Stream Mapping - MFV under the concept of Lean Office in the administrative sector of a Municipal Education Department. The public sector has been growing a...
Importance of Motivation on Physical Activity Behavior and Knowledge about Benefits of Physical Activity
Motives for participating in physical activity were assessed through a questionnaire (MPAM-R) and were used to measure motives to participate in physical activity (PA). Two groups of university students with the same maj...
The Fictions of Nilkamal Brahma: A Stylistics Analysis
Stylistics is a branch of linguistics. It is the study of style in literature. It has a close relationship with language and literary criticism. It studies the language used in literature. Stylistics scrutinizes the beau...
Impact of Imprisonment: Dimensions and Consequences
The legitimate aim of imprisonment is to reform and rehabilitate those who have committed an offence and are considered a danger to society, to assist them to lead a law abiding and self supporting life upon release. But...