The Two Biggest Film Industries: Sponsorship as a unnoticed media By: Luisa Martinez

Sponsorship is a way of advertising not as common or popular as the commercials on TV and on many occasions it is not very effective because, for example if a brand sponsors a football team , people will not be very aware of the brand they will be more interested in the team , it downplayed the brand that sponsors. However it is considered an average that is pretty good for sponsored, it is an expensive way to advertise and depending on who is sponsoring or which becomes known sponsorship, the cost varies.

One of the disadvantages of sponsorship is that it only works for famous brands, for every dollar or euro spent must be spent two others in making it known and if the sponsored person is a victim of a scandal the brand will be directly affected. Sponsorship is not the first choice for advertising, but having no option it Works. An example is the order of RTVE ( Spanish Radio and Television ) to ban advertising on their Broadcasts , this caused another type of system is developed for public television reciviera money from private companies , decided to take the path of sponsorship for the program MasterChef.

The brands that participated sponsoring the program provided approximately 646,000 euros in the second edition of MasterChef . Later , seeing the success of the program quiseron join other brands sponsor MasterChef , that was the case Burgo de Arias , a company of dairy products , which take the opportunity to advertise their products. With this sponsorship chain managed to save 433,000 euros.

MasterChef has a cost of 4.4 million euros but with the help of sponsors , the cost became 1 million euros less. RTVE chain was responsible for 3,767,562.35 euros, 646,000 euros are sponsored by Bosch and El Corte Ingles , making the total cost of production of prgrama outside 3,333,812.35 euros. This method was successful because it benefited both the RTVE chain, which received money for letting the program will use MasterChef brand products , as the same marks that were made known. After this success, came the child version of the program, but which had an investment of approximately 180,000 euros. This mode was taking more strength and sponsorship costs were increasing , an advertisement in a morning program will cost approximately 81,000 euros, a bumper has a cost of 115,000 euros or 50,000 depending on the duration.

Another example given in our country , is to Postobón S.A. The organization Ardila Lülle owns the company Postobon S.A. , decided to focus support for athletes skating , cycling and developing athletes training and give t-shirts to professional football teams. This is because they want Postobón be a more recognized brand globally and posisionarla as leading brand in Colombia.

In recent years Postobón 130.000 million pesos invested only supporting the Colombian football , but the strategy of supporting the sport in a social and professional manner were reported. This technique makes your brand more recognized , given that it is the leading brand in Colombia of soft drinks , they want to reach every athlete in the country, by sponsoring and thus manage to increase its consumers and realize social support in the sense that support the idea that sport can bring violence away from all communities , improving the country and increasing healthy life in their consumers. Postobón continue to sponsor his drink "manzana Postobón " which is the most recognized in the market for their drinks.

These are examples of ways to sponsor , as I said inico are not given the importance it is due to the sponsoring brands , we must remember that without the help of the money that brands give television programs or equipment sports , would not be achieved realize projects of this magnitude. With all these examples could say that sponsorship can be considered as media, because through advertising can be done in an unconventional way .

They have a fairly sustainable economy , a feature of the media. On the other hand sponsorship it has the disadvantage of not being a recurring when advertising , passes unnoticed and could use the most recurring advertising ( television, magazines , radio, etc. ) to boost sponsorship and advertising method means and thus increase the realization of audiovisual projects or sports development of the countries.