[thelist] Marketing: advertising vs. sponsorship

michael ensor edc at wnc.quik.co.nz
Wed Jul 9 00:23:31 CDT 2003


An advertiser places  an advertisement, subject your normal terms and
conditions, for a price, usually the rack rate less any discounts.

A sponsor contributes money in exchange for  credits as a sponsor, often on
behalf of a third party who also supplies additional benefits, preferential
or free event tickets, pre show parties, corporate hospitality and the like.

The difference usually is that with an advertiser there is a direct
contractual relationship with the paying party, ie the one with the money,
with a sponsored "advert" or page  the relationship will be/may be with the
sponsored party. This can be quite important from the liability
angle..........

To give a concrete example:

A local jazz festival has a range of sponsors, platinum gold silver with
varying ranges of benefits and freebies, naming rights according to the
level of contribution.

As part of the sponsorship deal they contract with the sponsors to carry
their logos, credits and other material on all advertising, programmes and
publicity material, and for someone with the naming rights to use the name
in all instances.

Case 1.If the festival advertises with you it is their responsibility to
ensure that they abide by the agreement. and you look to them for payment.
If they go bust through mismanagement or what ever you have no recourse to
the sponsor.

Case 2.If the sponsor agrees to meet the advertising bill and pays you
direct there can and may be should be a direct contractual relationship with
you (and you should obtain their sign off on the advertisement ).

In either case 1 and  2 the advert is "sponsored" but the difference is that
in case 1 your recourse is to the festival, in case 2 there may be two sets
of contractual relationships involved but  recourse can be  direct to the
sponsor for payment

hth
----- Original Message -----
From: "Gary McPherson" <genyus at ingenyus.net>
To: <thelist at lists.evolt.org>
Sent: Wednesday, July 09, 2003 3:12 PM
Subject: [thelist] Marketing: advertising vs. sponsorship




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