Critique an events marketing actions Essay Example | Topics and Well Written Essays - 1500 words

Critique an events marketing actions - Essay Example This sporting event, like all sporting events tests will power and endurance. Besides that the thrill associated with car races is legendary as cars and sports drive testosterone simultaneously. The benefits of the Dakar car rally are extremely varied. South America is a land of splendor and its discovery keeps on throwing surprises at motorists and viewers alike. Besides the sporting aspect and the discovery of the worlds different places, an important aspect of Dakar is the development of relationships and the human touch. Dakar has led to a development of many ties and instantaneous friendships between the competitors and the host nations. The cascade of colour also burgeons the culture divide and displays a rich amalgamation of culture of the motorists and the different countries where the races are held. It promotes culture of the host nations and brings the country exposure which is very valuable for the country from tourism point of view. Besides that there are numerous econom ic advantages associated with the Dakar car rally. Some of these are the liked to the logistical requirements needed by the rally which inject funds into the country's economy. A study resulted in finding that the estimate of its direct economic impact reaches 396 million pesos (i.e. 74.3 million euros).(Lavigne). The country's image was also optimized and tourist potential increased which also contributed to intangible benefits for the country which will be reaped in the years to come. The rally is all encompassing and is based on two core values, courage and endurance. The setting was in the Sahara, the most beautiful and mystical of all deserts and the effects are like an imprinted tattoo. For people in Africa where it was previously held they are the highlights of the normally uneventful life. For people watching it on TV, it is pure entertainment and for sponsors an extreme amount of exposure. It is a marketing juggernaut which is gold old fashioned selling adventure where ever y thing from toiletries to cars and motorcycles are sold. It is a paradox of cultures and a perfect amalgamation of the two sides of the world: the refined and glitzy Paris and the crude off road places where drivers have to battle difficult conditions. (Lawrence Hacking) Reasons for sponsorship The Dakar car rally, like all other sporting events is a well-sponsored event. Since it is an event which gets international coverage, the sponsors are also international. Sports sponsorship is not a new phenomenon and it is not only dine for social reasons. Not only sponsors fulfill their obligation towards the society but they also get a lot of positive publicity. Quester (P.G., 1996) has stated â€Å"the tacit nature of the message and the emotional involvement of the audience in the sponsored activity suggest that sponsorship may exercise an emotive rather than cognitive influence on consumer behaviour†. (Charles Bal). This fact is enough to draw sponsors towards the sporting even t. â€Å"Sponsorship has become a critical element in the integrated marketing communication mix of many private and public sector organizations. Among different types of marketing communication sponsorship is said to be one of the most powerful mediums now used to communicate and form relationships with stakeholders and markets (Skildum-Reid). Thus companies are willing to sponsor events which will bring positive publicity and bring better positioning of the brand and its product. Main