A core study into the effect of broadcast sponsorship

on brand image and recall

Jennifer Trimlett

BA (Hons) Public Relations 2008/09

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 Acknowledgements

I would like to thank everyone who was involved in supporting me and keeping me

motivated through this entire project.

In particular, I’d like to thank John Brissenden, my tutor, for all his advice and help

throughout the year; especially in the first term when I needed his encouragement and

guidance more than ever.

I would also like to thank all my girls for not only taking part in my focus groups and

interviews, but also for cheering me on, and really being there for me when it

mattered the most – you know who you are, and I wouldn’t have managed it without

you.

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 Contents Page

Abstract viii

1.0 Introduction 1

1.3 Aim 2

1.2 Context 2

1.3 Rationale 3

1.4 Objectives 3

1.5 Research Methods 4

2.0 Literature Review 5

2.1 Introduction 6

2.2 Sponsorship 6

2.2.1 Sponsorship Objectives 7

2.3 Broadcast Sponsorship 8

2.3.1 Broadcast Sponsorship as a Strategic Tool 8

2.3.2 Broadcast Sponsorship Models 9

2.3.2 Broadcast Sponsorship and the Consumer 10

2.4 Evaluating Sponsorship 10

2.5 Brand Image 11

2.5.1 Brand Image and Sponsorship 12

2.5.2 Brand Image and the Consumer 13

2.5.3 Consumer Self Image 14

2.5.4 Consumer as Identity Seeker 14

2.5.5 Testing Brand Image 15

2.6. Brand Awareness and Recall 15

2.6.1 Attitude Accessibility 16

2.6.2 Recall 17

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 2.6.3 Top-of-Mind-Awareness 18

2.6.4 Awareness and Sponsorship 18

2.6.5 Awareness and the Consumer 19

2.6.6 Testing Awareness and Recall 20

2.7 Consumer Buying Behaviour 21

2.7.1 Purchase Intention and Brand Awareness 22

2.8. Gap in the Research 23

3.0 Methodology 25

3.1 Research Approach 26

3.2 Research Design 28

3.2.1 Focus Groups 28

3.2.2 Focus Group Design 29

3.2.3 Interview 30

3.3 Measurement 31

3.3.1 Brand Selection 32

3.3.2 Coding 33

3.4 Validity 33

3.5 Reliability 34

3.6 Limitations 34

4.0 Data Analysis 36

4.1 Transcript Analysis 37

4.2 General Themes of the Focus Group 38

4.3 General Themes of the Interview 41

4.4 Awareness Test Results 45

4.5 Brand Image Test Results 46

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5.0 Discussion 49

5.1 Format of Discussion 50

5.2 Objective 1 50

5.3 Objective 2 51

5.4 Objective 3 52

5.5 Objective 4 53

6.0 Conclusion 54

6.1 Overview 55

6.2 Summery of Findings 55

6.3 Reflection 56

7.0 References 58

8.0 Appendices 66

Appendix 1: Focus Group 1 Transcript 67

Appendix 2: Focus Group 2 Transcript 80

Appendix 3: Focus Group 1 Coded Transcript 95

Appendix 4: Focus Group 2 Coded Transcript 108

Appendix 5: Focus Group Discussion Guide 123

Appendix 6: Focus Group Answer Sheet 127

Appendix 7: Participant Answers: Awareness Test 129

Appendix 8: Participant Answers: Image Test 132

Appendix 9: Interview Question Sheet 141

Appendix 10: Interview Transcript 143

Appendix 11: Interview Coded Transcript 151

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 List of tables

Title Page

Table 1: Strengths and Weaknesses of Qualitative Research 27

Table 2: Strengths and Weaknesses of Quantitative Research 27

Table 3: Brand Selection for Recall Test 32

Table 4: Brand Selection for Brand Image Scale Test 33

Table 5: Code Categories and Phrases 37

List of figures

Title Page

Figure 1 Buyer Readiness Stages 16

Figure 2: Five General Stages of a Buyer’s Purchase Decision Process 21

Figure 3: Maslow’s Hierarchy of Needs 23

Figure 4: Deductive Research Model 26

Figure 5: Focus Group One Awareness Test Results 45

Figure 6: Focus Group Two Awareness Test Results 46

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Abstract

This project seeks to address the impact of broadcast sponsorship communications on brand

recall and brand image. There is also a particular focus on how these elements affect purchase

intention. On examination of the existing literature, the author found there to be a lack of

general research into the broadcast area of sponsorship, with insight into brand image also

lacking the necessary depth to influence marketing practice.

Primary research was conducted through focus groups and interviews, all using participants

from the same sample group. Four research objectives formed the basis of these sessions,

revolving around brand image, brand recall, consumer buying decisions and how these factors

are affected by brands undertaking broadcast sponsorship programmes. Along with debate,

the focus groups consisted of brand awareness and image scale tests.

The results of the research were analysed using coding, and explored with the overall aim of

the research in mind. The data established that broadcast sponsorship does help raise

awareness of brands, although the advantages of consumer unaided recall remained an elusive

benefit of the practice. In terms of brand image, it was found that the creation and

management of an image requires additional support from other more traditional promotion

techniques. However the tactic did appear to provide positive assistance to targeting and

positioning strategies, helping to aim the product at the most relevant and accurate audience.

The research also showed that in terms of purchase decisions, broadcast sponsorship does not

have the strength to affect complex buying decisions, but has great value in improving the

chances of consumers making impulse purchases, prompted by the specific sponsorship

programme.

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1.0 Introduction

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1.0 Introduction

1.1 Aim

The aim of this study is to determine the effect of broadcast sponsorship on brand image and

consumer awareness in lifestyle brands. There will be a particular focus on how these factors

relate to purchase intention within that particular industry. Primary research will involve the

facilitation of awareness recall tests and brand image analysis using examples of recent and

relevant broadcast sponsorship programmes.

1.2 Context

The media environment is constantly evolving in order to embrace new tactics and

technologies, all to keep pace with the consumers changing needs. One major shift in recent

years has been the ‘penetration of digital TV in the UK rising to around 85% of households’

(OfCom Consultation, 2007); causing a radical change in content and reach of information

available to consumers.

This increasing fragmentation of UK television through the introduction of additional channels

and longer programming schedules, has given brands the opportunity to access particular

niche markets which were hard to reach through traditional advertising techniques (Anderson,

2004).

One of the effects of this digital growth (along with several other drivers) is that sponsorship

has become an increasingly popular form of promotional activity; in particular broadcast

sponsorship. This is partially because it is a cheaper alternative to the rising costs of traditional

advertising, as well as offering extensive opportunities to brands as to what, when and how

they present themselves to consumers to broaden their competitive advantage.

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1.3 Rationale

The underlying foundation of this study is to explore the intrinsic connection between

broadcast sponsorship and the different brand elements affecting purchase intention. Previous

research suggests there is clearly a link, something that is supported by the rising popularity of

sponsorship as a promotional tool (Ford, 1993), but to date, there is still much speculation as

to the effect on the consumer and whether that effect extends to an influence on buying

behaviour.

Examining how consumers accept and reject broadcast messages should help test Gross and

Lampman’s theory (1994) that brands can use a consumer’s perception of a programme to

extend and alter their own corporate image is relevant through the use of broadcast

sponsorship.

From a brands perspective, it is critical for managers to understand the consumer decision

making process (Leek and Kun, 2006), therefore the results of this study will provide useful

insights into how marketing messages are adopted by consumers. Ultimately the study will

show how valuable broadcast sponsorship is, both at sustaining consumer interest throughout

the purchase process (Brassington and Pettitt, 2006) and as a replacement for traditional

advertising, leading to sales and more importantly repeat sales.

1.4 Objectives

The study will be addressed through and ultimately evaluated on the basis of the following

objectives

1. To test the effect of broadcast sponsorship on consumer recall of participating brands and

programmes in order to determine if a correlation exists between the sponsorship and

brand awareness.

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2. To explore the impact of broadcast sponsorship on consumer’s image of sponsoring brands

and the extent to which the strategic fit between the brand and the programme impinges

on this.

3. To investigate the possibility of image transfer, both positive and negative, between a

sponsoring brand and the corresponding programme, focusing on its link with consumer

buying intent.

4. To examine the effect of awareness and brand image on consumer purchase behaviour in

response to the placement of a broadcast sponsorship programme.

1.5 Research Methods

This study takes a deductive based research approach to test brand image and awareness

theories in the context of broadcast sponsorship and consumer purchase intention. Through

the application of multiple qualitative research techniques, the primary research will involve

focus groups and personal in-depth interviews.

Within the focus groups, there are awareness recall and brand image scale tests to allow for a

more detailed data analysis. These findings are complemented by the deeper topical

discussions taking place throughout the interviews. Using this multi method combination

improves the reliability and validity of the findings.

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2.0 Literature Review

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2.0 Literature Review

2.1 Introduction

The following review has been written with the intent of examining existing literature that

relates to the objectives and topics of the study. Its aim is to provide an overall understanding

of existing theories and knowledge surrounding relevant topics in order to highlight gaps in the

current research available on the subject.

Four key areas of study have been identified that are to be explored in order to aid the

completion of the objectives outlined in section 1.0. These topics are sponsorship (including a

focus on broadcast), brand image, brand awareness and purchase intention. By critically

evaluating each of these areas of the marketing and promotional mix, it has been possible to

acquire a greater understanding of the research project’s main focus, as well as what elements

of each section need to be explored in more depth when undertaking primary research to

answer the specified research questions.

2.2 Sponsorship

Sponsorship is fundamentally known as the underwriting of a special event, programme or

action to support corporate objectives, usually by enhancing corporate image, increasing

awareness of brands, or directly stimulating sales of products and services (Gross, 1994). As a

communications tool, it can be defined as,

a business relationship between a provider of funds, resources or services and an

individual, event or organisation which offers in return some rights and association that may

be used for commercial advantage (Sleight, 1989, cited Mitchell, 2003, p.62).

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Sponsorship use has grown substantially and has become an increasingly visible element,

reflecting a need to reach specialised target groups as an integral part of the total marketing

communications effort (Mescon and Tilson 1987). The number of companies participating in

sponsorship, as well as expenditure for sponsoring events, has risen as organisations seek new

ways to reach audiences and enhance their image (Lampman, 1994). This trend has led to

sponsorship expenditure in the United Kingdom has still increased from £4 million in 1970

(Buckley, 1980) to £1.75 billion in 2004 (Sponsorship Research International, 2005, cited

Meenaghan, 1998) partially because of its flexibility as a communication medium. Name

awareness, image reinforcement, media exposure, sampling and new market development are

just some of the attributes that have helped establish sponsorship as a positive promotional

tactic.

2.2.1 Sponsorship Objectives

As a result of the rise in sponsorship use within UK brands, five principal objectives have been

identified. Jobber (2007) suggests that the strategic planning choices behind the use or

creation of sponsorship should involve gaining publicity, creating entertainment opportunities,

fostering favourable brand and company associations, improving community relations and

creating promotional opportunities.

Choosing the right programme or event to sponsor is just one of the many factors to consider,

because if done correctly, sponsorship can support wider marketing objectives through

increasing and improving awareness and attitudes; but if the initial sponsorship fit is wrong

(meaning there is no logical or image based connection between sponsor and sponsored

party), the sponsorship stands little chance of success (Brassington, 2005).

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2.3 Broadcast Sponsorship

Along with other expanding areas of interest, sponsorship has become highly involved with the

broadcast industry. Defined by Ford (1993, p.vii) as,

the participation of a natural or legal person, who is not engaged in broadcasting

activities or in the production of audiovisual works, in the direct or indirect financing of a

programme with a view of promoting a name, trademark or image of that person;

Sponsoring television programmes has risen in popularity in recent years, especially since the

introduction of mainstream satellite channels (Ford, 1993). This increase could be for a

number of reasons; one of which is the additional impact on consumers from promotions that

are connected to programmes in which they have an emotional investment. The more

programmes available to the masses, the more opportunities there are for brands to engage

with their audience.

Another reason is that broadcast sponsorship can extend into sharing of production costs. This

is good for broadcasters who face rising costs and good for sponsors because they gain greater

degree of influence in negotiation and rights to exploit the programme, characters and actors

for promotional purposes (Jobber, 2007).

As Ephron (1998, p.68) states, “broadcast sponsorship is an ideal setting for repeating

messages to the brand’s target without competition”.

2.3.1 Broadcast Sponsorship as a Strategic Tool

From a strategic perspective, broadcast sponsorship has a number of appeals. Firstly, it allows

brands to avoid the clutter associated with spot advertising, minimizing the chances of the

message being lost in media noise (Hedburg, 2000).

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Then financially, this form of sponsorship is also good value for money, something that is

becoming increasingly important in the contemporary economic climate. Fry (1997) described

the practice as a cost effective medium when compared with spot advertising, although he

also stated that as with other more traditional forms of advertising, the cost of programme

sponsorship will undoubtedly rise as the promotional value of this type of communication is

fully realized.

When making the strategic choice as to which programme to enter into a partnership with,

research by the Bloxam Group (1992) suggests that for sponsorship to work there needs to be

a clear and present linkage between the product and the programme. Links that are illogical or

inappropriate are very often rejected by viewers. The same research suggested that viewers

claim to own their favourite programmes, therefore from a marketing perspective, sponsors

should acknowledge this relationship and act accordingly, perhaps as a ‘respectful guest’, and

not intrude too heavily on the programme through, for example, product placement for risk of

message rejection and negative connotations being created.

2.3.2 Broadcast Sponsorship Models

There are two models that are relevant to this piece of research, both created by Hall in 2004.

The Presence model is, at its most basic level, a way for brands that have difficulty with

traditional advertising, to maintain presence and positioning. The example given by Hall (2004)

is HSBC and ITV Drama – advertising is difficult for banks because there is little interest in the

subject, however with sponsorship there is no ‘selling message’, just a reaffirmation of their

status. Undoubtedly the model is based on creating brand awareness, but more significantly it

confers credibility on a brand (‘if it can sponsor one of my favourite shows, it must be a serious

player in the market’).

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The second model, known as the Shared Values model, has at the core, the potential that lies

with sponsorship in meeting greater objectives than just presence and awareness. The concept

lies in the idea that programmes are not bought simply for media value but for the values and

associations that the brand wishes to share. According to Hall the assumption is that “if people

get it, these values will transfer to the brand and you will strengthen your brand personality or

positioning on those key attributes” (2004, p.20). This model works very closely alongside

Gross and Lampman’s theory of image transference (1994) mentioned earlier relating to brand

image.

2.3.2 Broadcast Sponsorship and the Consumer

In terms of consumer response to broadcast sponsorship, much of the literature relates to

acceptance of the partnership, and the message being conveyed (Lancaster et al., 2002).

Brennan, (2008, p.5) writes that TV sponsorship has more of an impact on emotional aspects

such as fans ‘favourability’ towards a brand, and that “the stronger the relationship the viewer

has with the programme, the more effective the sponsorship will be at driving these emotions

towards the brand”. It was also found that when there is a more obvious link between the

brand and the programme, the partnership performs better; the less obvious the link is, the

more creative the TV shorts need to be to establish it (Bloxham, 1992).

2.4 Evaluating Sponsorship

One of the most commonly used evaluation techniques focuses on measuring media exposure,

such as the duration of television coverage or the actual presence in the press in terms of

column per inch (Hulks, 1980 cited Crossley, 1991). A good example of this is the RSL

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Sponsorship Tracking Study; it monitors the effectiveness of sponsorship every week,

evaluating the performance of around 350 companies or brands. While easy and seemingly

accurate, the method doesn’t allow for any assessment of perceptual or attitudinal changes

from the audience with regards to the sponsor, as McDonald and Young (1990) note in their

studies. Parker (1990) added that in terms of the RSL, their results have not yet progressed

beyond broad measures of awareness and ‘favourability’; measures that are not suitable for

the understanding of perception and response.

The measurement of sponsorship campaigns is critical because it allows companies to validate

and improve their sponsorship decision-making processes. Kitchen (1999) highlighted that

given the scale of investment now occurring within sponsorship, evaluation is imperative.

Especially considering the importance placed on evaluation for other public relations activities

(Cutlip et al, 2006).

2.5 Brand Image

Brand image can be defined as “the net result of the interaction of all the experiences, beliefs,

feelings, knowledge and impressions that people have about a company” (Bernstein, 1991,

p.40). In essence it is the perception reflected by the associations a brand holds in the memory

of a consumer. Marketers have in recent years recognized that products (and services) have

symbolic images that are often more important to a product’s success than its actual physical

attributes and characteristics (Aaker, 1991 cited Triplett, 1994).

The associate memory network view is that brand image is based upon linkages a consumer

holds in his/her memory structure regarding the brand. These linkages, or in Keller's

terminology, ‘brand associations’, are developed from a variety of sources including brand and

product category experiences, product attributes, price information, positioning in

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promotional communications, packaging, user imagery (e.g., typical/stereotypical brand

users), and usage occasion (Keller 1993).

Hatch, Larson and Schultz (2000), however related the term more to the strategic aspect of

marketing and PR communications, as opposed to a cognitive concept. They implied that

image should be defined in relation to customer’s levels of awareness and attraction to the

organisation or brand (a sentiment shared by both Kotler in 1991).

2.5.1 Brand Image and Sponsorship

The image surrounding a company's brand is the principal source of its competitive advantage

and is therefore a valuable strategic asset. Researchers have suggested still that little is

understood about what makes sponsorship "work," particularly with regard to image

association (Lee, Sandier and Shani 1997).

Keller (1993) suggests that brand image can be influenced when a brand becomes linked with

a sporting event through sponsorship activities. In these cases, “the pre-existing associations

held in consumers' memories regarding a celebrity or sporting event become linked in memory

with the endorsed or sponsoring brand” (Gwinner and Eaton, 1999, p.59). In essence, the

celebrity or event image is transferred to the brand.

This theory of transference was first devised by Gross and Lampman (1994) and links in with

the Strong Theory of Advertising devised by Jones (1991). Jones suggests that advertising can

manipulate consumers on a psychological level and persuade them to buy a product they have

never bought before. It assumes that consumers are passive entities, unable to process

information intelligently (Brissenden, 2009). Alternative to this and more relevant to the issue

at hand however is the Weak Theory of Advertising (Ehrenberg, 1997 cited Fill, 2005). The

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theory is based on the idea that advertising can improve knowledge and that consumers are

selective in perceiving and accepting messages. Hackley (2005) positioned the Weak Theory as

simply ‘publicity’ which he defined as ‘bringing X to the public notice’, thus reminding

consumers that the brand is around or relevant. Under Weak Theory, the role of advertising is

to create and maintain salience in the consumers’ mind, but is not potent enough to convert

strong beliefs.

2.5.2 Brand Image and the Consumer

Kanuk and Schiffman defined perception as “The process by which an individual selects,

organizes and interprets stimuli into a meaningful and coherent picture of the world” (2004, p.

158). Perception is result of two different inputs, physical stimuli from the outside

environment and previous experience provided by individuals based on motives,

predispositions, expectations and learning (Peter and Olson, 2005). From a brand perspective,

consumers seek out messages that they find pleasant or with which they are sympathetic; they

actively avoid painful or threatening ones (Hoyer and MacInnis, 2004). Kanuk and Schiffman

proposed that consumers “selectively expose themselves to ad’s that reassure them of the

wisdom of their purchasing decisions” (2004, p. 172).

It is clear that as the marketplace becomes more crowded, consumers will make purchase

decisions relying more on a brand’s image than on its physical characteristics. For example,

Coke and Pepsi are marketed based primarily on image. Coke has always been traditional,

standing for ‘American values’ (“It’s Always Coca-Cola”), whereas Pepsi is the choice of a ‘new

generation’. Although the two products are very similar, the images associated with the brands

differ completely.

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2.5.3 Consumer Self Image

Hong and Zinkhan (1995, p. 24) devised the Image Congruence Hypothesis, which states that

consumers should have favourable attitudes and purchase intentions towards brands

perceived to be congruent with their self-image, and relatively less favourable attitudes

toward brands perceived to be incongruent with their self image.

Or in more basic terms, the more similar a consumer’s self-image is to the brand’s image, the

more favourable their evaluations of that brand should be. Thus to attract and connect with

consumers effectively, products and brands should be targeted to produce imagery similar to

that of the consumers themselves. However, very little research has examined variables that

might moderate the effects of image congruence on consumers’ brand evaluations. One such

variable is the extent to which the consumer’s self-concept is activated when evaluating

brands. According to the image congruence hypothesis, product evaluations are influenced by

the degree of congruence between brand image and self-image. Thus, the extent to which

consumers are aware of their own self-concept should moderate their purchase decisions. If a

consumer’s self-concept is not activated, brand evaluations and purchase decisions may be

most influenced by the functional qualities of the product (Onkvisit and Shaw 1994).

2.5.4 Consumer as Identity Seeker

Shan (2002), suggests that individuals do not consume and receive messages passively; instead

they are constantly active in attaching new meanings to consumer products, and converting

them into ‘commodity-signs’ that signify self-identities. This concept ties into a particular

chapter of Gabriel and Lang, which focuses on the idea that consumers use the act of

purchasing and the existence of brands to create an identity for themselves through the

association with existing images of the products they consume.

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One of Gabriel and Lang’s main themes is that unexceptional objects can become exceptional

by carrying powerful images, distinguishing them from other products of their kind (for

example the iPod). Thus when consumed, the identity of the consumer is tied with the identity

not only of the brand, but of the company that produces it (Davidson, 1992) and so shopping

becomes not merely the acquisition of things, but the buying of identity (Clammer, 1992).

This theme is continued by Giddens (1991) who sees identity as a fantasy of who we want to

be, so the possibility of buying an identity allows us to cling to the fantasy that we are unique

and special.

2.5.5 Testing Brand Image

Brand image is typically difficult to measure due to its reliance on personal perceptions of

consumers – meaning there are few theoretical frameworks that can apply themselves to

general situations because no two consumers perceive messages in the same way. However,

one method is to have consumers draw pictures of the typical users of various brands. In a

study by Bird (1991) consumers drew Marlboro smokers as hard working ladies men, and

Porsche drivers as men carrying brief-cases. Bird’s study showed that although this may

produce unfavourable images, it directly represents the consumer’s perceptions because there

are no bias prompts available to test subjects.

2.6. Brand Awareness and Recall

Pickton and Broderick (2005) state that generating awareness of a brand is the first step in any

communications campaign. Brand awareness refers to “the ability of a potential buyer to

recognise or recall that a brand is a member of a certain product category” (Aaker 1991, p.61).

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Brand awareness can be divided into two types; recognition, recall. The strength of a brand in

a consumer’s memory will determine the consumer’s level of awareness. Recognition is the

minimum level of brand awareness necessary for a consumer to display brand knowledge. It is

measured by the ability of a consumer to identify a brand name as being one from a

nominated set of brands. Following this, recall is identified as the highest level of brand

awareness (Trappery and Woodside, 2005).

The figure below, from Kotler et al. (2005) shows how awareness is intrinsically linked to

purchase intention, and thus why it is so important for marketers to focus on and manage

appropriately.

Awareness Knowledge Liking

Preference Conviction Purchase

Figure 1: Buyer Readiness Stages; Source: Kotler et al, 2005

2.6.1 Attitude Accessibility

An attitude describes a person’s relatively consistent evaluations, feelings and tendencies

towards an object or idea (Pickton and Broderick, 2005). East (1997) suggests that in order to

be successful in conveying marketing messages or repositioning products, companies should

work to fit their products into existing attitudes, rather than trying to change them.

According to Fazio’s attitude-accessibility model, attitudes guide appraisals of objects (such as

brands and possibly retail stores) only if they have been activated from memory upon

observation of the said object (Fazio, 1989, cited in Trappery and Woodside, 2005).

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Supporting this, and the importance of attitude accessibility for a brand, Berger et al. (1994)

examined the connections linking attitudes and purchase intent for an FMCG product. The

author concludes that attitude strength is a key intermediary in the relationship between

attitude and behavioural intentions, and by association, the relationship between consumer

response and purchase intention.

2.6.2 Recall

Brand recall relates to “consumers’ ability to retrieve the brand from memory when given the

product category, the needs fulfilled by the category or a purchase or usage situation as a cue”

(Keller 1998, p.88).

There are two forms of recall relevant to the marketing environment, aided and unaided.

Unaided recall is often used to test the effectiveness of brands and commercial promotions,

and requires consumers to identify brand names without given or prompted aids such as the

name of the target brand or product (Blackwell et al, 2006).

One of the recognised problems with unaided recall testing for promotions is that in reality,

consumers rarely, if ever, spontaneously recall an advertisement; especially in the purchasing

environment where shelves stacked with products constantly provide cues for brand recall.

Brand recall can be improved though, through establishing links in a person’s memory to the

product category or to other relevant cues. This can be achieved through associating the

name with other concepts already stored in memory, such as a sponsoring partnership with a

favoured television programme (Meyers-Levy 1989).

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2.6.3 Top-of-Mind-Awareness

Research has shown there is a strong link between unaided brand awareness and market share

(Gruber, 1969, cited in Burke and Schoeffler, 1980). From this, the concept of TOMA (Top of

Mind Awareness) was created, offered as a measure of the position in which a brand is

recalled when the category is mentioned. Axelrod (1968; 1986) argues that the TOMA of a

brand is a sensitive and stable measure that can serve as an intermediate criterion for

predicting brand choice behaviour and brand switching behaviour. It has also been suggested

that the position of recall is highly associated with brand strength, customer attitudes and

intentions towards the brand, “The higher the level of awareness-accessibility, the more

positive the attitude towards the brand” (Trappery and Woodside, 2005, p.99).

Research on TOMA by Cohen (1966, cited in Trappey and Woodside) led to the creation of the

level of consciousness theory, which shows a strong link to brand loyalty, arguing that loyal

customers are for that reason more prone to name their brand of choice in the first recall

position. Brands that are mentioned in second or third place in unaided brand recall questions

tend to be “switch to” brands.

2.6.4 Awareness and Sponsorship

The Associative Network model is used by marketers to describe the way consumers create

associations with brands. Memory consists of knowledge which is organised as a network of

connections between nodes. A node can represent any piece of information e.g. a brand, a

product or an attribute, and when there is a link between any two nodes, an association has

been created in a consumers mind, “Over time, consumers build up an impressive set of

associations about various brands” (Krishnan 1996, p.391). Keller (1998) recommends that for

a brand to be successful it should have strong, favourable and unique associations. The

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stronger the link between the nodes the more likely the association will be recalled by a

consumer.

In terms of broadcast sponsorship, the Associative Network model works towards explaining

how the partnerships function, in managing and altering brand image whilst increasing

awareness. By consumers linking their favoured programmes and the brands that sponsor

them, a single, or numerous associations are formed, improving the consumer’s ability to recall

the brand when considering purchase decisions.

2.6.5 Awareness and the Consumer

There are a number of ways in which consumers react to marketers attempts at reinforcing

awareness through marketing messages. Kotler et al (2005) identifies three concepts of

consumer reaction, selective attention, selective distortion and selective retention.

On an average day consumers are exposed to more than 1500 marketing messages, making it

impossible for every message to be memorized (Fill, 2005). Selective attention describes the

tendency for consumers to screen out most of the information to which they are exposed in

order to remember the ones that most suit their personal needs and values. This poses an

issue for marketers since they need to work especially hard to attract consumer’s attention; as

well as highlighting the need for increased targeting, since most messages will be lost on

people who are not specifically in the market for the product at the time (Kotler et al, 2005).

Moving forward from this, it has been identified that distillation of messages when cutting

through media noise can cause information to be misinterpreted. Selective distortion involves

the idea that people fit incoming messages into an existing mind set and often adapt the

information to give it a more personal meaning (Pickton and Broderick, 2005). Although, with

consumers interpreting information in way that support what they already believe, marketers

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are then required to understand or attempt to understand the mind set of consumers when

targeting messages at them.

The final concept that Kotler identifies is selective retention. Taking the previous ideas of

attention and distortion into account, selective retention refers to the fact that consumers

only retain information that supports their attitudes and beliefs. Kotler offers this as an

explanation as to why marketers use drama and repetition when sending messages to the

market; “Some consumers worry that they will be affected by messages without knowing it,

marketers worry about whether their offers will be perceived at all” (Kotler et al., 2005, p.274).

2.6.6 Testing Awareness and Recall

Aaker (1996 cited De Chernatony and McDonald 2003) identifies four aspects of measuring
brand awareness;

 Brand Recognition
 Brand Recall
 Brand Dominance
 Brand Knowledge

Recall tests are designed to assess the impression that particular advertisements have made
on the memory of the target audience (Fill, 2005). The validity of these tests is often seen to
be quite low because there are a number of difficulties associated with the practice (Gordon,
1992). Along with being expensive and resource consuming to recreate on a large scale, it is
possible that participants could guess answers based on other answers from other members of
the focus group.

27
2.7 Consumer Buying Behaviour

With the research having an intertwined focus on purchase intention, it is useful to understand

what processes the consumer goes through when buying; this allows an insight in to which

stages could be affected by imaged and awareness. There are many definitions of the subject,

all similar in that they state that consumer behaviour encompasses three key elements – pre

purchase, purchase and post purchase. Fill (2005) designed a model (shown below in figure 2)

outlining the stages that consumers progress through when acquiring products.

Problem Recognition

Information Search

Information Evaluation

Decision

Post Purchase
Evaluation

Figure 2: Five General Stages of a Buyer’s Purchase Decision Process; Source: Fill, 2005, p.150

This five stage model suggests that the decision making process beings before the buying

occurs and finishes at a time after which the purchase has been made; it considers the

consumer as a “logical thinker who solves problems to make purchasing decisions” (Holbrook

and Hirchman, 1982, p.132).

A buyer’s level of involvement determines why they are motivated to seek information about

certain products and brands but virtually ignore others. This ties in strongly with the effects of

28
broadcast sponsorship, with the aim of increasing a consumer’s involvement with the brand

being one of the main objectives to lead to sales.

However, as put forward by East (1997), the purchase of the same product does not always

elicit the same buying behaviour; products can shift from one category to the nest depending

on the individual values and needs of the consumer.

2.7.3 Purchase Intention and Brand Awareness

Continuing research into marketing has documented that consumer’s knowledge has a

significant effect on their decision making (Saaksjarvi 2003 p90). It has also suggested that

those with a low product knowledge tend to do less research, though as the level of

knowledge increases, the amount of research conducted follows at the same pace;

“consumers knowledgeable in technology are more interested in acquiring technological

knowledge than are novices” Mitchell & Dacin, (1996).

In relation to sponsorship, this shows that by increasing their awareness with a target

audience, a brand can actually encourage consumers to look into the product further, thus

placing the product in a strong position within the buyer’s decision making process. Another

element of the process to consider is impulse buying.

The point of impulse purchasing is that is does not follow the five stages of consumer buying

behaviour set by Fill (2005) because the purchasing is completely unplanned with no thought

of consequence or sense of reflection (Loudon and Della Bitta, 1993, cited in Fill, 2005). This

decreases the importance of awareness amongst consumers and thus causes issues for

marketers in terms of justifying promotional activities like sponsorship because it shows that

consumers can and do make purchasing decisions without a solid brand awareness, thus

financially there may be little need to concentrate on building one.

29
Leading on from this, it is clear that there are complex motives behind purchasing decisions

and often the underlying motive is different from the one stated (e.g. why do people buy Rolex

watches; for accurate time or as a status symbol?). In order to analyse these motives, Maslow

created the Hierarchy of Needs model (shown below in figure 3) in 1943 to highlight

consumer’s motives behind purchase decisions.

Figure 3: Maslow’s Hierarchy of Needs; Source: Brassington, 2006

2.8. Gap in the Research

Two important conclusions can be drawn from the literature on sponsorship. First, emphasis

on sponsorship as an element of the communications mix is growing as a result of increases in

both the number of sponsoring companies and the amounts spent for sponsorship

programmes. Second, few attempts have been made to understand the value and

effectiveness of sponsorship or to assess the degree of success in achieving sponsorship goals.

30
Although there are numerous models reflecting the possibility of image transference and

increased awareness as a result of sponsorship, few of these theories relate specifically to

broadcast (a topic that seems to have been neglected by researchers compared to other rising

areas like sports) whilst actually measuring the reality of the effects on consumers as opposed

to using predicted results as justification for marketing techniques.

This research will close that gap by recording results from awareness and image tests on real

consumers relating purely to broadcast sponsorship. Although there will of course be

limitations to the research, the data collected will work towards understanding the

effectiveness of broadcast sponsorship in specific areas of the consumer psyche.

31
3.0 Methodology

32
3.0 Methodology

3.1 Research approach

The research will follow a deductive approach (as shown in figure 4), which, as Collis and

Hussey (2003) state, is when a conceptual and theoretical structure is developed and then

tested. Therefore, in the context of this particular project, the research is charged with

deciphering the already established link between sponsorship and brand associations and

shifting the theory to the more specific area of broadcast sponsorship with brand image and

recall.

Figure 4: Deductive Research Model; Source: Trochim, 2006

The next stage the design of research requires a qualitative or quantitative route to be chosen.

According to Seale et al, (2004) a qualitative approach is more subjective in nature and

involves examining and reflecting on perceptions in order to gain further understanding; as

opposed to the largely conclusive quantitative technique which involves collecting and

analyzing numerical data (Collis and Hussey, 2003).

There are a number of explicit differences between the two different forms of research,

resulting in strengths and weaknesses for both techniques, as shown below in tables 1 and 2.

33
Qualitative Research

Strengths Weaknesses

Beneficial when researcher doesn’t known

the important variables to examine (Creswell, Can be too subjective (Bryman, 2001, p.283)
2003, p.15)
Seeks a more intimate acquaintance with Can be unscientific, unrepresentative and
feelings, motivations and qualities (Preece, open to bias and manipulation (Preece, 1994,
1994, p.43) p.43)
Not limited to rigidly definable variables Results may not be reliable if results are
(Rugg and Petre, 2007, p. 94) generalised (Punch, 2005, p.42)
effective in identifying intangible factors, such
Conclusions are based on impressions, not
as social norms, socioeconomic status, gender
numerical data so may not be substantiated
roles, ethnicity, and religion (Family Health
(Taylor et al, 2000, p.632)
International, 2004)

Table 1: Strengths and Weaknesses of Qualitative Research; Source: Authors Own.

Quantitative Research

Strengths Weaknesses

Questions are open to misinterpretation

Quick analysis time (Denscombe, 1998, p.205)
(Robson, 2007, p.245)
Allows for a broader study, involving a greater
number of subjects, and enhancing the Human feelings and emotions are difficult to
generalisation of the results (Rugg and Petre, quantify (Walliman, 2005, p.271)
2007, p.97)
Allows us to summarize vast sources of Preset answers will not necessarily reflect
information and facilitate comparisons across how people really feel about a subject and in
categories and over time (Kruger, 2003, some cases might just be the closest match
p.219) (Banks, 2001, p.38)
Using standards means that the research can
Research is often carried out in an unnatural,
be replicated, ensuring validity and reliability
artificial environment (Creswell, 2003, p.12)
(O'Neill, 2006)

Table 2: Strengths and Weaknesses of Quantitative Research; Source: Authors Own.

34
For this piece of research, a qualitative approach has been taken, which allows for a certain

level of synergy between the social reality of the research participants and the theory that

emerges (Saunders et al, 2003). Qualitative methods tend to be associated with an interpretive

view, concerning itself with the way that people ‘make sense of their social worlds and how

they express these understandings (Daymon and Holloway, 2002).

3.2 Research Design

The primary research strategy involves two focus groups consisting of brand awareness and

image tests, and one in depth interview directed around providing complimentary insight into

purchase intention amongst consumers.

3.2.1 Focus Groups

The aim of focus group research is to learn and understand what people have to say about a

topic and understand their arguments (Proctor, 2003).

Two focus groups have been planned for this study, both consisting of four to five people

ranging in age from 20 to 25. Both focus groups are centred on identifying consumers’

awareness of different broadcast sponsorship programmes, as well as categorising personal

perceptions of the corporate image of those participating brands. In essence the focus groups

will be providing a quantifiable basis for my results whilst providing a foundation for the in-

depth interviews.

Using focus groups has distinctive advantages as a research method in that they allow for in

depth discussion of concepts amongst participants whilst permitting the researcher to clarify

responses and probe for additional information. One of the most important factors of focus

35
groups is that they incorporate group dynamics, which often proves to further enable

discussion around varying opinions (Malhorta and Birks, 2003).

However, when looking at the weaknesses of this particular research method, it is clear that

whilst it can be difficult to motivate and moderate discussion, there can also be problems with

the universality of focus groups due to participants not being representative of or projectable

to the entire population (Hardwick Research, 2009).

3.2.2 Focus Group Design

The focus groups will be made up of three activities, which will take place after a brief

introduction to the topic of broadcast sponsorship. Full transcripts of the Focus Groups can be

found in the Appendix 1 and 2, along with coded versions of the transcripts in Appendix 3 and

4.

In order to design appropriate focus group activities, and direct the discussion onto the specific

chosen areas of research, a discussion guide is required. The purpose of the discussion guide is

to provide an overall direction for the debate. It isn’t the equivalent of a survey instrument and

is not to be followed in detail or even necessarily in order.

“The guide provides the moderator with topics and issues that are, to the extent

possible, to be covered at some point during the group discussion. The guide is loosely

structured and does not suggest potential responses.” (Sherraden, 2001).

A copy of the focus group discussion guide can be found in Appendix 5.

Activity One – Recall Awareness Test

This will be an unaided recall test involving participants having to match images of sponsoring

brands to images of the programmes they sponsor. There will be six brands in total, selected

36
from a variety of television shows popular with women aged 20-25. Everyone will take the test

simultaneously, writing their answers on an answer sheet provided (An example of which can

be found in Appendix 6, with the results available in Appendix 7). This test will identify any

existing awareness of sponsorship programmes, helping to fulfil objective one.

Activity Two – Exploration and Discussion

The next section of the focus group session will be an exploration into the group’s existing

ideas on broadcast sponsorship and brand image; what it is, why it’s important and how it

relates to purchase intention.

Activity Three – Brand Image Scale Test

The final activity for the group will be a test of their perceptions of various brands who

undertake this form of sponsorship. This will be done through a simple recreation of Brand

Image Scale Tests. This involves participants describing and writing their personal idea of

someone who uses that particular brand, similar to that done by Bird in 1991. Combining the

results using code words can help create an overall brand image profile. Participant Answers

for this test can be found in Appendix 8. The results from this image test will work towards

completing objectives two and three.

3.2.3 Interviews

The second stage of primary research is the in-depth interview. An interview is viewed as “a

purposeful discussion between two or more people” (Kahn and Cannell, 1957, cited Saunders et

al, 2002, p.245). Bell (2005) saw one major advantage of interviews being their adaptability. A

skilful interviewer is able to follow up ideas, probe responses and investigate motives and

feelings; something a questionnaire couldn’t do. Bell also states that the way in which a

response is made (tone of voice and facial expressions) can provide information that a written

37
response wouldn’t do. However, one of the major fallbacks of interviews is that they are time

consuming to transcribe and gather results from (Robson, 2007).

The interview takes a semi-structured form. This way, there is a predetermined set of themes

and questions to be covered (Saunders et al, 2003), yet the participant is still able to convey

their knowledge on sponsorship and public relations in a beneficial and open manner. A key

benefit to semi-structured interviews is that they encourage two-way communication by

allowing respondents to elaborate on their answers (Daymon and Holloway, 2002).

In the context of this research, the interview is based around the concepts of brand image,

awareness and broadcast sponsorship. However there will be an interlocking theme of

purchase intention in order to gain access to the participants opinions on which factors of

brand associations are involved and to what extent; these results will fulfil objective number

four.

A full transcript and coded version is set out in Appendix 10 and 11. The basic theme

framework question sheet is also available in Appendix 9.

3.3 Measurement

Respondents have been selected with the justification that focus groups will consist of

relatively homogenous participants, minimising conflict. Each group will contain female

students at Bournemouth University, aged 20 – 25, who were selected using both judgement

and convenience. The participant used for the interview consisted of someone from the same

sample group to ensure synergy between the views and tone in the focus groups and that of

the interview.

38
3.3.1 Brand Selection

In order to select the brands that will be used in the focus groups, a cross section of popular

television programmes amongst women of the correct age have been chosen. Each

programme is currently involved with a sponsorship program, although to ensure the

sponsorships have had time to reach their audience and impact their brand’s image or gain

awareness, only established sponsorships have been used. For example, even though ‘Mars

Planets’ currently sponsor the show ‘Friends’, the previous sponsor ‘Appletiser’ has been used

in this research. This should result in more in-depth results, thus providing more information

on participants’ views on the topic. The table below shows which brands will be involved in the

awareness test.

Television Programme Sponsoring Brand

Friends Appletiser (currently Mars Planets)

Desperate Housewives Herbal Essences (currently Ferrero Rocher)

Loose Women Maltesers

Hollyoaks Wrigleys Extra Chewing Gum

Sex and the City Baileys

Gossip Girl Guerlain ‘Insolence’ Perfume

Table 3: Brand Selection for Recall Test; Source: Authors Own

The brand image test will involve a different set of brands so that the answers will remain

‘controlled’. This means that participants would not have had time prior to the test to consider

what the brands and sponsorships meant to them; in essence the answers they give (how they

describe the users of the brands) will be purely based on their perception of the brands as a

consumer and not reliant on any opinions or views expressed earlier in the focus group as a

39
result of the awareness tests. This should improve the reliability of the data collected. The

table below shows the brands used for the brand image test.

Television Programme Sponsoring Brand

T4 Toyota Aygo

Beverly Hills 90210 Givenchy

Coronation Street Cadburys (currently Harvey’s Furniture)

Table 4: Brand Selection for Brand Image Scale Test; Source: Authors Own

3.3.2 Coding

In order to analyze the results from the interviews and focus groups, coding will be used.

Coding allows the researcher to precisely examine the transcripts and highlight any key themes

that emerge from the primary data (Denscombe, 2003).

This form of examination offers links between the data in each interview and focus group.

Coffey and Atkinson (1996, p.28) note that coding can be thought of in terms of “data

simplification or reduction…used to reduce data to manageable portions”. Interviews and focus

groups are often coded in order to help understand relationships within the responses.

3.4 Validity

Validity has been defined as the degree of accuracy to which the research measures what it

claims to measure (Oppenheim, 1992), or as Churchill and Iacobucci (2002) put it, the attempt

to measure the same trait through different methods.

40
Validity depends on careful construction to ensure that the instrument measures what it is

supposed to; in the context of qualitative research, the moderator is the instrument. Therefore

the credibility of the qualitative methods hinges to a great extent on the skill, competence and

rigor of the person conducting the fieldwork (Patton 2002).

Using multiple methods of research and discussion guides to focus the debate in the right

direction should increase the validity of the study because it means the data collection does

not fully rely on the researchers ability to maintain structure and ask appropriate questions

spontaneously – there is a guide for the moderator to follow that maintains the same focus

throughout the different research sessions.

3.5 Reliability

The reliability of the study is the extent to which the findings would be the same, if the

research was carried out by a different person or at a different time (Veal 2006).

Semi-structured interviews struggle to provide completely reliable data due to their lack of

standardisation; each interview will be slightly different according to the respondent’s

response (Holliday, 2002). Also the tone, language and body language of the interviewer may

also be an influential factor of how the respondent reacts, therefore other researchers may

conduct interviews differently leading to new findings. However, it is also dependent on the

participants being honest and open in their responses; so in this case the interviews and focus

groups took place in a relaxed natural setting with already established relationships with

participants enhancing this.

41
3.6 Limitations

There are a number of limitations to this research, the chief issue being sample bias. Time and

access issues have meant that it is not possible to interview / discuss the topic with a large

proportion of the target audience, putting the depth and reliability of the research at risk. This

could lead to the problem of representativeness, as “respondents are most likely to identify

with and share answers from other respondents who are similar to themselves” (Saunders et al

2000, p.175). Along with this, there is the risk that individuals’ comments snowballing into

responses from other participants, thus decreasing the reliability effect of multiple groups and

creating a social ‘Hawthorne Effect’, where people’s behaviour or opinions change to match

those expected or socially acceptable within the environment (Hobbs, 2006).

42
4.0 Data Analysis

43
4.0 Data Analysis

4.1 Transcript Analysis

On examination of both the focus group transcripts and that of the interview, there are a

number of themes that can be distilled and used to code the data, allowing for a more detailed

and logical analysis in relation to the research topics.

The following table shows the specific phrases and categories used to code the transcripts.

Category and Code Words Colour

Brand Awareness:
aware, awareness, new, launch, well known, go together, link, put them in
pairs, media aware, aren't aware, trigger, realise, coverage, promotes
products, see the brand, remember, memorable, repeat, repetition,
familiarity, unaided, aided, recollection, prompt, attention, watch, recognise,
talking about it, memory, take in, reinforce, media noise, message, position
Brand Image:
image, relate, attitude, perception, perceive, aspire, aspiration, identity,
sharing, connotations, brands, impression, matches perfectly, target,
audience, describe, uses the product, negative associations, connected,
opinion, association, values, ideas about a brand, reinforce feelings,
experience, interaction, renowned brand, trust, reputable, target market,
bad publicity, impressionable, issues
Broadcast Sponsorship:
programme, broadcast, sponsorship, advert, advertising, short, storyline, fit,
strategic match, paired, current sponsor, wouldn’t watch, wouldn’t know,
PVR, record, position, extend
Consumer Purchase Intention:
sampling, trial, buy, purchase, decisions, low risk, high risk, price, quality, try,
tried, shop, use, consumes, recommend, experience, product

Table 5: Code Categories and Phrases; Source: Author’s own

44
4.2 General Themes of the Focus Groups

Brand Awareness

The first topic of discussion was brand awareness and its relation to broadcast sponsorship.

The group quickly agreed that one of the key objectives of broadcast sponsorship was to

increase market share through awareness, as shown by statements such as

‘With brands sponsoring certain programmes, they’re trying to increase their market

share and they want their customers to have a familiarity with the brand and have repetition in

their minds, so maybe when they go for a choice, they automatically go for that brand‘.

Along with this, the discussion centred on the difference between aided and unaided recall,

and the possibility that without visual or aural aid, it is much harder for consumers to mentally

make the connection between brands and television programme partnerships, this was

reinforced numerous times in both groups, particularly after the awareness test took place,

with comments such as

‘Now you say it, I can see it, I can remember, but off the top of my head I would never

remember’,

One of the other themes that spread through both focus groups in regards to awareness was

the concept of guaranteed coverage to a specific audience each time the programme is shown,

‘Its guaranteed viewing for your brand isn’t it, people are always going to turn on, if

you watch Desperate Housewives every week then that brand knows every week a certain

number of viewers are going to see that brand’.

45
Broadcast Sponsorship

The next section of the groups was focused on broadcast sponsorship in its entity, with the

chief themes of the debate being its benefits over traditional advertising such as the ability to

avoid media noise rejection from consumers,

‘with advertising there are so many ways you can miss seeing it – if you don’t pick up a

magazine or don’t stay in the room for the advert breaks then you’re going to miss seeing it,

but if you’re waiting for your programme to come on then you know it’s about to start when

you see the brand’

The second chief theme was the importance of a logical, clear strategic fit between the

programme and the brand, from both an organisational identity point of view and from the

perspective of a consumer’s perception; something that was reflected strongly by various

participants through statements such as

‘With sponsoring a certain programme it needs to have a fit, they need to have similar

target audiences and target markets because with sponsorship you are fitting your values with

the programmes values and that's important ‘.

This theme highlighted the issue of how consumers accept and reject marketing messages,

showing that perception of intended target audience was important and influential to both

viewing and brand selection choices. This line of thought was continued in the interview as a

result of its impact on possible purchase decisions.

Brand Image

With two of the objectives of this study focusing on brand image, this was an important and

thus a substantial section of the focus group discussion. The main themes of discussion were

image creation, along with image transfer and the possibility of negative connotations and

46
how they could be created. In general, the prospect of image transfer was widely disregarded

with participants pointing out their ability to distinguish the separate entities of brand and

programme when making a purchase,

‘I don’t think my opinions would stretch that far, I think they are just limited to the

programme because when you’re buying the actual product you don’t think about the sponsor’

However they did recognise that on a mass scale, issues such as the race row in Big Brother

can cause hysteria amongst consumers and spread to partnering brands, as shown below,

‘I think in terms of society people are narrow minded and as soon as you say oh Big

Brothers having trouble in race relations, like everyone and everything connected to Big Brother

is automatically a racist, so I think a lot of small minded people actually would have gone ‘hmm

Carphone Warehouse is connected to that, I don’t want anything to do with it’’.

In terms of image creation, both groups seemed somewhat cold to the idea that they are so

strongly influenced by brands and marketing messages as well as the idea that they could be

persuaded to aspire towards an identity put forward by a particular brand,

‘‘I think it’s probably an image thing, so I guess they are saying, if you use Herbal

Essences then you will be like one of the women from Desperate Housewives and that kind of

thing, so people are aspirational, but obviously I don’t believe that, but that's the kind of thing

they’re trying to do I think’

However, the topic did cause debate with both sides being explored and one participant

admitting there was the possibility of aspirational identities surfacing when it came to certain

brands

‘I think, well with this perfume, I have this perfume but I have kind of described, well I

actually kind of want to be this person but it’s not me

47
H8: But is that why you have the perfume, to aspire to be like that

G7: Maybe, maybe I just didn’t realise’.

As an overall feeling, the group established that broadcast sponsorship definitely affects the

process of making recommendations to people,

‘I think it could also work on recommendations, because like with the Aygo, you are

recommending something you have seen to match the image of the person you are talking to

so you think it will probably be a good choice for them’.

Although it was felt that the promotional tactic was better spent on younger audiences who

are more reliant on someone else’s disposable income and thus don’t have the additional

‘value/budget over impulse purchase’ thought process,

‘I mean Dior sponsored the OC, I always thought that obviously there are like 13 year

old girls that watch that and they’re going to think if I buy that I’ll be like Rachel Bilson, I think

it really does happen because they are so impressionable, and also they are probably going to

say to the parents I want this perfume and then they are more likely to get it

4.3 General Themes of the Interview

The interview was used to explore recurrent themes from the focus groups in a more in depth

fashion whilst bringing in the area of purchase intention on a much more significant scale.

Purchase intention

The interviewee felt that the average sponsorship would not affect purchase intention because

the message generally wouldn’t be strong enough to remain in the consumers head whilst

making purchasing decisions with recall aids.

48
Impulse purchasing was also discussed, with the result being that it is much more likely to be

successful in this area then in one that requires the purchase to be based on experience of trial

as opposed to a simple marketing message,

‘Maybe for an impulse purchasing decision on the spot, where you can do something

like literally call them up, I think if they get the timing right that could work quite well, like for

Pizza at dinner time, but in terms of T4 and the Toyota Aygo, because it’s not the sort of thing

that you would buy whilst your watching it, or even directly afterwards I don’t know if it would

have the same effect’.

Strategic Fit of Brands

The participant was able to provide details of the importance of strategic fit in more depth,

explaining that without a logical fit, the sponsorship and thus the brand loses credibility with

its audience and risks the message being rejected,

‘I think as a consumer if I see sponsorship and there is not a link you just almost reject

it, you go no, I don’t like that brand, there's no link there. You need to have a strategic fit, so

that it makes sense and so consumers can make sense of why you chose to do that. It also

makes it more believable and boosts the chances of the audience accepting the message and

remembering it – adverts aren't credible, they are not real so they turn into media noise,

sponsorship needs to transcend into the real possibility of that situation happening in order to

extend to purchase decisions’.

Issues with Broadcast Sponsorship

The interviewee identified a number of threats to the success of broadcast sponsorship, the

main one being the consumer’s ability to accept or reject the marketing message, and the

effect this could have on their viewing and purchasing choices,

49
‘I don’t think consumers are passive in that way anymore; I don’t think they just sit back and

think like that, maybe they used to or maybe people just think that they used to but, I think

consumers are a bit smarter than that, I don’t think they would really make that link and just

be more favourable towards a brand just because they sponsor my favourite show’.

The second issue was the evolving digital technology available to consumers that encourages

them to be more selective in the messages they receive,

‘I have Sky plus and I just whizz past the adverts now, I record all my favourite programmes

and whizz past the adverts. I think with the new digital technology, it’s definitely something

companies need to consider. I mean that's the main threat I guess’

However, as the interviewee pointed out, this is of benefit to brands that use sponsorship and

substantially increases its value as a promotional tool,

‘there is so much media noise, adverts are seen as a chance to go and get a cup of tea,

like I always record Bones but I know that when the 118 guys come on that's when I stop fast

forwarding and start watching because I know it’s about to come on, I think sponsorship is

probably a much better way of creating brand awareness for the consumer’.

Brand Image

The interview provided a fairly in depth view of the importance of image in the marketing

environment. From a consumers perspective brand image was seen to relate back to self

image, and thus identity aspiration by association,

‘I would say it is particularly important for brands if you are positioning your brand at

younger audiences because they are probably more wary of how they are perceived by peers

and I do think people consider that when they choose to buy things’

50
However from an organizational point of view, it was highlighted that it can be dangerous to

create too much of link with just one show incase an issue (like the Big Brother race row) arises

un-expectantly. Although the participant also stated how negative connotations aren’t

automatically transferred because the audience is not passive, and a brands response to crisis

(even an unexpected one) can create positive feelings towards it just as easily,

‘I mean it would almost be like they could spin it either way couldn’t they, you know

pull out because they don’t want to be seen with this or they have been a long standing

sponsor, this has never happened before, we are going to stick with them and help them

through this, you know they could be seen as trying to support Big Brother’.

Brand Awareness

Aside from views already expressed in the focus groups, the participant did not provide any

extra significant level of depth to the topic of awareness, although it was a running theme

throughout the interview. The interviewee did however make one comment of note, that in

order for awareness to be created effectively, the brand needs to combine other traditional

advertising techniques,

‘I don’t think sponsorship on its own works in that way, I think sponsorship is very much

this is our brand personality, this is what we are associating with but before that you kind of

need to know ok what is this company, what do they do, and that's where I think you need the

more traditional advertising or PR or something like that’.

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4.4 Awareness Test Results

The awareness test was created to test participants’ ability to recall and match sponsors to the

programmes they sponsored. It was done with the intention of proving how capable broadcast

sponsorship was at improving and creating brand awareness.

The test results were extremely positive with a large proportion of participants matching the

sets of partnerships 100% correctly using only the product logo as stimulus. The below figures

show a graphical representation of the results from each focus group, whilst the full results for

both groups are available in appendix 7.

Results of Focus Group 1 Awareness Test

Incorrect Answer
8%

Correct Answers
92%

Figure 5: Focus Group One Awareness Test Results; Source: Authors Own

52
 Results of Focus Group 2 Awareness Test
Incorrect Answers
10%

Correct Answers
90%

Figure 6: Focus Group Two Awareness Test Results; Source: Authors Own

4.4 Brand Image Test Results

The intention of the brand image test was to examine how participants perceived brands in

comparison to their image of the TV shows they sponsor. Appendix 8 shows the answers from

each participant, with matching descriptive terms being highlighted to show the extent to

which objective three is correct within the target consumers of this research.

Below is a summary of the positive and negative images that were transferred between brand

and broadcast programme.

T4 and Toyota Aygo

The strongest reoccurring match was that consumers of these two ‘products’ were young;

being either students or early 20’s. Other common conceptions included consumers being fun

loving and social, along with there being a distinct impression that both the programme and

car were used by music lovers, and possibly aimed specifically at them.

53
Most of the descriptive terms were positive, being based around their lifestyle mainly, as

opposed to their personality or physical description. For example, the terms sporty, busy and

sociable came up numerous times amongst both sets of participants.

Negative associations were scarce although did include the image of consumers being lazy,

hung over and a ‘boy racer’. The former two could be due to the scheduling of the T4

programme being on weekend mornings and primarily consisting of music and soap/drama

based repeats.

Coronation Street and Cadburys

Compared to other brands in the study, there were very few matches between the image of

someone who watches the programme and that of a consumer of Cadburys chocolate. The

one consistency was that both consumers were presumed to be female and more mature in

age, and although the concepts of family and ‘home’ did reoccur throughout the groups, they

were not suggested by the same participant and so could not be marked as an actual

transference of image.

Connotations with the brand were mainly focused on indulgence and other similar personality

traits, whereas terms used for Coronation Street were (similar to T4) mostly lifestyle based.

Although not meant as derogatory comments, from a brand perspective, the programme is

clearly still seen as dated from the appearance of phrases such as ‘curlers in their hair’ and

‘likes tea and biscuits’.

Givenchy and Beverly Hills 90210

Contrary to the other brands, participants responded with moderately matching terms for this

particular partnership. The majority of image matches came from personality traits, possibly

that were already common within the group and thus more mentally accessible, such as social,

fun loving, fashionable and girly. Females were predictably matched as the most obvious

54
consumer since the sponsoring product and brand are both aimed specifically at women and

created for women’s use.

Some of the more negative connotations, such as the terms gossiper, vain and ‘bitchy’ were

mainly attached to the television programme, with that generally being a lot more negative

than the sponsoring brand. Possibly due to the characters on the show being of similar

description; so in this sense even though the image was not transferred to the sponsor, it was

transferred to the consumers.

The brand itself received positive image results including common themes of elegance,

sophistication and professionalism, but none of these extended to or resulted from their

partnership with the programme.

55
5.0 Discussion

56
5.0 Discussion

5.1 Format of Discussion

Using the data analysis to reflect more fully on the research results, each objective has been

reviewed each objective and determine the extent to which each one has successfully been

fulfilled with the information collected. The primary research results will be related back to

literature reviewed earlier in the study to explore the extent to which the results of industry

studies match my own, and thus the relevance of sponsorship and consumer theories.

5.2 Objective 1

To test the effect of broadcast sponsorship on consumer recall of participating brands and

programmes in order to determine if a correlation exists between the sponsorship and brand

awareness.

With the results of the awareness tests being so high, it is clear that whilst prompts are

available, broadcast sponsorship does improve consumers’ ability to recall participating

brands. However, it is questionable as to whether this extends past simple recognition of the

brands existence within a nominated set (Aaker, 1996), since visual aids were provided. This

meant the consumers only had to pick and match them rather than demonstrating top-of-

mind-awareness and recalling the brands according to the specific attribute of sponsoring a

certain programme (Trappery and Woodside, 2005). The majority of respondents expressed

their view that unaided recall would not have been possible in this circumstance.

In terms of the value of broadcast sponsorship in this area, the research environment proved

that relying on this technique alone to create and reinforce a consumer’s ability to recall a

brand would not be successful. However, in a real retail environment, aids and prompts would

57
be available in the shape of actual products on shelves, thus enabling consumers recognise

brands, recall their favoured programmes and thus access relevant attitudes as a result

(Krishnan 1996), reinforcing the need and relevance of broadcast partnerships.

5.3 Objective 2

To explore the impact of broadcast sponsorship on consumer’s perceptions and image of

sponsoring brands and the extent to which the strategic fit of the programme impinges on

this.

The results of the image tests showed that in many cases, the participants’ associations with

the brands were not strong enough to conjure images past simple demographics, thus

decreasing the chance that sponsorship would have an effect on their perception in general of

the brand (Keller 1993); tying in with Ehrenberg’s Weak Theory of Advertising (1997).

In terms of the need for a strategic fit, it was clear from participants’ comments that this was a

very important factor, especially in terms of them retaining the information about the sponsor.

The literature suggested this would be the response; however the idea that ill-designed

sponsorship may backfire and cause negative connotations with both the brand and sponsored

activity point was disproved. Participants did not agree that their opinions of a programme

would extend to what sponsor was in partnership with them. However it was stated that if the

fit was wrong or illogical/inappropriate then it would be their perception of the brand as

‘sensitive’ to them as a consumer that would suffer.

58
5.4 Objective 3

To investigate the possibility of image transfer, both positive and negative, between a

sponsoring brand and the corresponding programme, focusing on its link with consumer

buying intent.

Keller (1993) suggested that brand image can be influenced when a brand become intrinsically

linked with a celebrity or activity through endorsement. Part of this objective was to explore

this idea and discover the extent of its link to purchase behaviour. Through discussion it

became clear that this ‘theory of transference’ (Gross and Lampman, 2004) was interpreted as

a two way occurrence, and although there was a lack of transference between brand and

programme (as originally expected), the debate highlighted the idea of using products as

identity. Members of both focus groups connected this search for identity to broadcast

sponsorship; making the link between purchasing the brand and the transference of that

shows ‘identity’ onto the consumer.

It is important to note however that they admitted that any image transference they might

experience would be on a subconscious level, which, for marketers, makes it much harder to

evaluate.

It was generally agreed that image may prevent viewing if the sponsor is targeted at a different

audience, for example if a ‘stair lift’ for the elderly was sponsoring ‘The Bill’ (which came up in

discussion), participants agreed they might not watch that programme assuming that it was

not intended for their viewing because the sponsor was targeted at a different demographic.

However the idea of negative associations forming as a result of sponsorship towards a show

was widely discredited with the explanation that a sponsor and sponsored programme are two

separate entities; the running and promotion of which should be mutually exclusive as much

as possible (i.e. scandals surrounding the programme such as the Big Brother race row should

59
be completely separate to Carphone Warehouse due to the basis of the partnership being

finance, not content).

5.5 Objective 4

To examine the effect of awareness and brand image on consumer purchase behaviour in

response to the placement of a broadcast sponsorship programme.

In order to complete this objective, participants were required to consider the effects of

everything at once and put them in context of their purchasing, which was difficult when some

members had already made it clear that they purchase according to values such as price rather

than image.

Although generally it was clear that sponsorship does improve brand awareness, the idea of

that extending to purchase behavior was not as apparent. This somewhat deviates from the

current theories on awareness (Saaksjarvi, 2003) with the research showing people

recommend products to other people with the same ‘image’ as a result of sponsorship, rather

than purchasing the product themselves.

In terms of image, the primary research supported the idea that broadcast sponsorship can

build an image of what the brand is about (and possibly encourage brand loyalty or

preference), but not create strong enough associations to affect purchase behavior on a

regular basis. However, from looking at the responses in the focus groups, it could be deduced

that sponsorship would have more of an effect on impulse buying than any other form of

purchase decision since it is based on a sudden urge (Loudon and Della Bitta, 1993) that causes

the consumer to disregard the five stages of purchasing decisions. So from a broadcast

sponsorship point of view, participants were more open to the idea that they might see a

Domino’s ‘short’ and decide that they want that for dinner and order one there and then, but

they wouldn’t ‘plan’ to order one in a couple of days time as a result of it.

60
6.0 Conclusion

61
6.0 Conclusion

6.1 Overview

The research project sought to examine the extent to which brand awareness and image can

be altered as a result of broadcast sponsorship. The objectives set were devised to explore the

different relevant areas to the research question, aiming to provide useful insight into the

value and ‘real’ effect on consumers of this fast growing promotional technique.

As the broadcast sponsorship market continues to increase in value, its role within the

marketing mix is open for wider discussion. Although the existing literature on the topic was

varied and to a certain extent, inconclusive, the various theories on awareness and image

transference proved useful as a base for both the focus groups and interview. The results

gathered however did not completely support these foundations, showing the consumer to be

far less passive than many previous studies presume.

6.2 Summary of Findings

Previous research assumed that image was relatively fluid and would transfer from

programme to brand (and vice-versa), whilst constantly increasing and improving brand

awareness. However, this connection was not substantiated through the primary research

conducted in this study. Consumers in practice recognise that a television show and the brand

that sponsors them are separate entities.

The data described within the literature review highlighted awareness as the primary objective

cited by sponsors, however the results of this research supported there being more relevance

to targeting and positioning strategies, and how the consumer interprets these. In terms of

awareness, it was documented that unprompted recall is limited without the influence of

62
other marketing activities, and even though the link between sponsorship and awareness was

stronger (shown by the results of the awareness tests), image factors have more of an impact

on consumers’ choice of consumption habits.

There was no obvious transfer of imagery between sponsor and sponsored programme,

although the values from both the product and show did transfer to the consumer, creating

images of who consumes the brands involved, or from the participants point of view, who

‘should’ consume the brands involved; relating back strongly to targeting and positioning being

the real value of broadcast sponsorship for marketers.

6.3 Reflection

When considering the original research question, it is important to take into account the

limitations of this report (specifically the choice of sample), however this study suggests well

executed sponsorship can raise awareness and help to manage brand image, but not alter it to

the extent of affecting purchasing decisions past that of impulse buying and similar choice

situations.

There is room for further in-depth study, using the results from this research as a foundation

for more extensive focus groups. In particular, the area of image still requires more detailed

analysis in order to truly reveal how it can be used by marketers to enhance the sales of

brands involved with broadcast sponsorship. There is also the possibility that broadcast

sponsorship has more value in creating brand preference leading to recommendations, as

opposed to actual purchases; something that is becoming more important as the increased

amount of brand clutter continues to overshadow consumers.

In conclusion, the author feels that the results of this study show broadcast sponsorship to be

inherently useful for brands to undertake, only if the practice fits the strategic objectives, and

63
the brand is respectful to the subtlety that is needed for consumers to accept marketing

messages infringing on their favourite shows. Both awareness and brand image can be

successfully managed through this tactic, but ultimately the programme will be more lucrative

if supported by other traditional techniques such as advertising.

In terms of value, broadcast sponsorship should be used with the knowledge that whilst

successful in targeting consumers and positioning products amongst them, broadcast

sponsorship will typically not be solely responsible for consumers purchasing that particular

product or brand. Although it is very likely that the more viable the product is for impulse

purchasing (low risk, immediate, ‘take out’ products), the more it will be possible for sales to

be traced back to the sponsorship programme.

64
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8.0 Appendices

73
 Appendix 1: Focus Group 1 Transcript

Length of time – 50mins

Researcher – JT

Participant 1 – A1

Participant 2 – B2

Participant 3 – C3

Participant 4 – D4

1 JT: Ok so, basically the project I’m doing is looking into how broadcast sponsorship affects
2 brand image and brand awareness. So basically I just want to find out how much you know
3 about broadcast sponsorship and how you relate brand image to the sponsorships, and
4 things like that. We’re going to start off with a quick chat about brand awareness with a
5 little brand awareness test, which is really easy. Then have another chat about broadcast
6 sponsorship in general and move on to brand image, and there’s a little brand image test as
7 well, and then, yeah, then that’s about it. So just for clarification, brand awareness is
8 basically a consumers awareness of a brand, how easily they can recall the brand off the
9 top of their heads, or when they are given a descriptive term like ‘a make-up brand’ or ‘a
10 brand of crisps’. Brand image is the sum of all your experiences with the brand – so it’s
11 physical experiences like when you’ve bought it, and how it worked, then there are
12 emotional experiences like whether you like the brand or sort of how you perceive it to be.
13 Then there’s your sort of general experience, what you’ve heard other people talk about
14 and things like that, so it’s just the sum of everything that you think about when you hear a
15 brand. Broadcast sponsorship is just programmes that are sponsored by brands; so for
16 example, X Factor was sponsored by Carphone Warehouse. For the sake of the tape I’m
17 using only long standing sponsors, so in a couple of them you will find that the sponsor i
18 give you isn’t the current sponsor but it is a very recent one, and it’s the one that most
19 people sort of identify with the programme. So, if you could all just say your name and a bit
20 about you so i can just get your voices for the tape.

21 A1: My name is A1 and I just got a job at House of Fraser!

22 [Group Laughs]

23 B2: My name is B2, and I’m still unemployed!

24 [Group Laughs]

25 C3: My name is C3 and I’m stressing about money and uni,

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26 [Group Laughs]

27 D4: My name is D4, I have just finished my degree and I’m trying to find a job right now down
28 in London.

29 JT: So, first section is brand awareness, so what generally do you all think of brand awareness
30 and its connection with how people go about buying different products? Or it’s connection
31 with like broadcast sponsorship? Do you have any ideas about why its important to a brand
32 or why its important to a consumer?

33 D4: I guess that with brand awareness, sponsoring a certain programme it needs to have a fit,
34 they need to have similar target audiences and target markets; and I think that with things
35 like brands sponsoring certain programmes, they’re trying to increase their market share
36 and they want their customers to have a familiarity with the brand and have repetition in
37 their minds, so maybe when they go for a choice, they automatically go for that brand
38 because it kind of fit with their image of their life and their needs and everything.

39 JT: Ok

40 D4: That’s what I feel so

41 JT: Ok, I mean, do you guys find that brand awareness is a big issue when you go shopping,do
42 you tend to go straight for the products that you know a lot about or do you look for other
43 values like price or anything like that?

44 C3: I think it depends on what I'm looking for, probably if I don’t know something about the
45 product, I would probably go on brand, as if say I was buying a telly or something, id go for
46 a brand because I don’t know a lot about them. Whereas say clothes I wouldn’t be as
47 bothered because I'm more interested in the style and not who or what brand it is.

48 JT: Ok, so what kind of products do you think of most when you think of broadcast
49 sponsorship? Like do you think of makeup, or cars, or food, like what general ones sort of
50 stick out in your mind?

51 B2: Fragrance

52 A1: Yeah

53 C3: I can’t think of any of the top of my head

54 A1: They’re always really random

55 D4: Like sweets, and some chocolate brands and like

56 C3: Yeah, yeah

57 JT: Which kind of genre of those products gets most of your attention, like when you see a
58 sponsorship on TV, which ones do you pay more attention to, sort of is it the mort
59 technology based ones or?

75
60 A1: I think the phone ones are always quite, I think they stand out a bit more, I can always
61 remember them more than anything else really

62 D4: I think it depends, if I watch a programme on a regular basis then I'm more likely to
63 remember who sponsors them compared to other brands or anything like that, whereas if I
64 don’t watch it, I won’t know

65 JT: Ok, that's fair enough. So the next bit is we are going to do a little brand awareness test,
66 basically there are twelve images here. Six of them are TV programmes, and six of them are
67 the brands that sponsor them, and all I want you to do is on your first section of your little
68 results sheets, match the brands to the TV shows.

69 [Uncovering images]

70 D4: Is it wrong that I know most of these

71 JT: No no, it doesn’t matter how many you know or anything, just have a go at writing it down

72 C3: I just watched that this morning and I still don’t know who sponsors it

73 A1: Do you not?

74 C3: No, no, I don’t pay any attention

75 B2: No

76 C3: Nope, I'm not going to lie

77 B2: I'm the same!

78 [Group Laughs]

79 A1: I was expecting Friends to be, isn’t it normally Jacobs Creek of something

80 C3: Right, I'm just going to write and then you know

81 JT: That's fine, just go for it, you know its whatever comes to mind when you, when you think
82 of the programmes

83 C3: I can only name one, I'm torn between, ah yeah yeah ok, but I would never have known
84 that if I hadn’t looked at your answer

85 [Group Laugh]

86 D4: I would never have put those two together, just through process of elimination

87 C3: Ok, I'm going to guess the rest, I think

88 JT: It’s quite interesting actually to see how, sort of, who’s having trouble with it and stuff

89 C3: Really?! Is that who it is?!

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 90 A1: Yeah you know they have the funny advert, about having the Malteesers and being
91 naughty

92 C3: Oh yeah, yeah I don’t pay any attention to them, I don’t know, I don’t know who it is now

93 JT: It doesn’t matter if you get them right or wrong

94 B2: I did that that by process of elimination

95 C3: Now you say it, I can see it, I can remember, but of the top of my head I would never
96 remember

97 JT: Ok, so has everyone got them down? Ok, so just in general, how did you find that?

98 C3: I'm rubbish

99 A1: Difficult

100 D4: Strangely easy

101 JT: Ok, what was difficult about it?

102 C3: I have literally just walked away from loose women and I still wouldn’t know, only because
103 like I can’t think off the top of my head ‘Malteesers’, but when you say the advert, like what
104 happens in the advert, I remember what its for

105 JT: So unaided, you have no sort of recollection, but as soon as someone aids you with like a
106 prompt then it does come to mind

107 C3: Yeah, yeah

108 JT: Which one was the easiest?

109 B2: Probably Hollyoaks

110 A1: And loose women, they’re the only ones I know

111 JT: Why do you think Hollyoaks is easy for you?

112 B2: Think I just watch it every day

113 A1: I don’t think any of the other ones really suit Hollyoaks, I just think it suits them

114 D4: I think, well, it goes with Hollyoaks because it’s for young people and young people are
115 quite vain and quite self conscious as well so I think it would match with extra because, I
116 mean, the one that I obviously know because it’s the one I most currently watch is like
117 Gossip Girl with the perfume, but that's because I watch it quite regularly

118 JT: Ok, well thanks for doing that, so moving on from that we’re going to have a little chat
119 about broadcast sponsorship in general. Does anyone have any thoughts on how important
120 it is to a brand?

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121 A1: What do you mean?

122 JT: Well just in general, when you hear the term ‘broadcast sponsorship’, or when you see that
123 brands are taking part in it, what effect does that have on you?

124 C3: I think it’s good for brands; it gets people aware about the product

125 A1: I find sometimes it doesn’t really relate

126 B2: It’s a bit random sometimes isn’t it?

127 A1: Yeah, really random, I don’t know whether it’s meant to really relate to the programme

128 JT: Taking examples from here, which ones don’t you think match?

129 B2: I’d say Appletiser with Friends

130 A1: Didn’t it used to be Jacobs Creek

131 B2: Yeah, Jacobs Creek I can understand because it’s a glass of wine when you have got your
132 friends round, I expected coffee

133 C3: Yeah I expected coffee; I was looking for a coffee brand when Friends came up

134 JT: Ok, so do you think its important then as a consumer to see that the product relates to the
135 TV show

136 A1: I do yeah, because I don’t get them here

137 B2: It’s definitely good for brand awareness and finding out about what products the brand
138 does to help a customer recall but

139 C3: But I watch Hollyoaks, Friends, Loose Women, pretty much every day and I could not recall
140 one, so obviously it doesn’t

141 A1: Friends changes all the time as well so you don’t know what’s current and what’s not

142 JT: Yeah, Friends currently is Mars Planets, it’s not Appletiser at the moment, it’s changed in
143 the last sort of month or so. Ok so, broadcast sponsorship has become a lot more popular
144 in recent years as a technique for brands to get their names out there, any ideas on why
145 this might be?

146 D4: I don’t know, I think its just cheaper than advertising, paying for an advert in prime time TV
147 is so much more expensive then something like sponsorship, and your brand will be
148 repeated every time the programme is repeated, so I mean its repetition, so for trying to
149 get awareness around your brand, familiarity around a brand, I don’t know

150 B2: Its guaranteed viewing for your brand isn’t it, people are always going to turn on, if you
151 watch Desperate Housewives every week then that brand knows every week a certain
152 number of viewers are going to see that brand and see their sponsorship, say for like

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153 Coronation Street, it’s on four times a week and there’s loads of people who watch it all the
154 time and they know now, its drummed into them, who sponsors it

155 JT: So can you think of, off the top of your head, not including these ones here, can you think
156 of any memorable sponsorships on TV that sort of you yourselves have really taken notice
157 of – or if these are the only ones that you know of

158 A1: I think X Factor

159 C3: But only because I think I remember you said it at the beginning

160 B2: There’s Coronation Street, with the Cadburys Cream Egg

161 D4: No they’re not Cadburys any more, they’re Harvey’s Furniture

162 B2: But at Easter when they did the Cream Egg’s you knew it was Cadburys

163 JT: So Cadburys really stuck out in your mind as one? Why did it stick in your mind? Generally,
164 like why were they memorable to you?

165 B2: Always makes me want chocolate, I think its because its a renowned brand, and as we said
166 its on four times a week and if your just sitting there with the TV on in the background

167 JT: If someone said to you that maybe you remember them more because they were products
168 that suited your needs as a consumer, would that sort of make sense to you – I mean as you
169 said, you always remembered it because it made you want chocolate

170 B2: Not really because, like, that perfume brand sponsors 90210, and I always remember it and
171 I don’t know why, but I've never gone to see what that products like, I’ve never looked at it
172 in a shop or anything

173 C3: The only reason that I remembered that, I mean I knew the perfume sponsored a show I
174 just cant remember what it sponsors because I never watch that show, I only knew because
175 I have that perfume and its not often advertised, a lot of many people don’t know about it,
176 so when I saw it I thought that's weird, I've got that perfume, but I didn’t know the
177 programme because I don’t watch it. But if that was a programme I watched, then I
178 probably would remember that one.

179 JT: Ok, one of the other theories is that brands can kind of share in the image of the TV show
180 that they are sponsoring, so with Hollyoaks for instance, Hollyoaks is quite a fresh young
181 programme and Wrigley’s Extra want to kind of share in that image and want to be seen as
182 the same thing so that's why they might have chosen to take sponsorship with that
183 programme. So on that basis if there were any negative issues with either the brand or the
184 TV show they sponsored, do you think that would sort of blend into your image of either
185 one

186 D4: Your perception?

187 JT: Yeah and whether it would affect your purchase behaviour or anything like that

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188 B2: I don’t think it would blend into mine but I think it would blend into a lot of peoples who
189 maybe aren’t as media aware, or haven't studied media before

190 C3: Or maybe, I think it depends on how negative it was. If it was just like a story line in
191 Hollyoaks or something then you know its going to be controversial, that's what they’re
192 there to do, it probably wouldn’t affect your image of the brand, but if it was something
193 that, I don’t know, happened

194 B2: Like something one of their actors did

195 C3: Yeah, like maybe if it was really hard hitting or something, maybe it might effect

196 JT: And, would that work again vice versa, if there was something wrong with the brand, would
197 it stop you watching the TV show?

198 Group: No

199 JT: Ok, so does anyone have anything to add to this or anything? Hold on a second

200 [Session interrupted by someone at the front door]

201 JT: So do you think there's any real difference between this and advertising, or whether
202 basically it’s just the same thing?

203 B2: I think with this you are more likely to recall it, because with advertising there are so many
204 ways you can miss seeing it – if you don’t pick up a magazine or don’t stay in the room for
205 the advert breaks then you’re going to miss seeing it, but if you’re waiting for your
206 programme to come on then you know its about to start when you see the brand

207 D4: That's the thing about sponsorship; its guaranteed coverage isn’t it

208 JT: Ok, great, so we are going to move on now to the final section, from broadcast sponsorship
209 to brand image and how that relates to everything we have discussed. So apart from the
210 definition that I gave you earlier, how do you all perceive brand image, what do you all
211 perceive it to be? So when someone says brand image to you what do you think

212 C3: Like everything, like if someone said a brand to me, it would be everything I could think of,
213 everything that I have ever know, either me knowing or something someone’s told me,
214 anything that I would associate with that brand

215 A1: Any past experience you have had with the brand or any interaction

216 JT: Off the top of your heads, using what you know about brand image, why do you think its so
217 important for brands to have a good brand image

218 B2: It promoted the products they’re selling

219 C3: I think it depends on what the product is, because depending on the brand image, the
220 brand image can go past the product, so if people aren’t buying the product for the sake of
221 having the product, they are buying it to have the brand

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222 B2: So to look good

223 D4: Its aspirations isn’t it

224 C3: Yeah, it’s about looks rather than if they actually want that product

225 JT: So they kind of want the identity that comes with it

226 C3: Yeah and I think it depends on one who the person is and two what it is

227 A1: Someone will pay that little bit extra just to show they’ve got that brand whereas others
228 won’t

229 D4: Its builds a kind of lifestyle, it builds that lifestyle and creates a lifestyle identity or image
230 out of it

231 JT: So as consumers, how do you respond, if at all, to brands that use broadcast sponsorship to
232 alter their image, so do you feel that brands that use this form of sponsorship are stronger,
233 or do you just feel that they have more money that other brands or how do you perceive
234 brands that use broadcast sponsorship?

235 A1: I think it does kind of probably seem like it does have more money because they are able
236 to get their name on to a programme, so

237 JT: And because of that feeling do you sort of feel that maybe they are better brands because
238 they’ve got the more money to do that?

239 A1: Yeah I suppose so, I don’t know if it would affect me going to buy that, but I suppose some
240 people they would view that as the better product in that range

241 B2: I don’t know about if I agree with that because like Appletiser, the only time I've ever seen
242 them advertised is when they sponsored friends, other than that I don’t think I've ever seen
243 an advertisement for them, so in that respect that makes me think its the only form of
244 advertising they take, maybe because they think its the most coverage and the most cost
245 effective

246 JT: So as a brand you would probably think more of them if they took traditional advertising as
247 well

248 B2: Yeah I think a mix of advertising rather than just one specific form

249 JT: Any particular reasons for that?

250 B2: Just because as I said I've never seen, the only reason I know of Appletiser is because of
251 their link to friends, I haven’t seen it anywhere else

252 C3: I don’t think I care if its advertised anywhere, like I don’t think it would bother me, like, I
253 like Appletiser because it tastes nice – it wouldn’t bother me whether they sponsored
254 Friends or not

255 A1: I just know Appletiser from when I was little

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256 C3: Yeah, from when I was a kid, and Herbal Essences, you see the advert but I still don’t use
257 the shampoo, it doesn’t make me want to buy it

258 D4: I find its more whether people recommend things to me, I would be more interested in
259 them, rather than like if they sponsored a programme it doesn’t really bother me, yeah it
260 gives you a bit of familiarity with the brand, but it wouldn’t persuade me to go and buy it
261 because I watch a certain programme

262 JT: So do you think then that broadcast sponsorship has any effect on brand image or is it
263 literally just a way to get brand awareness

264 D4: It depends on quite the person, it’s personally opinion isn’t it, you can’t really generalise it,
265 just because it doesn’t affect me doesn’t mean it doesn’t affect other people who may have
266 the same demographics as me, it’s kind of like, its personally preference really isn’t it

267 B2: I think it’s just an easy way of getting your brand shown a lot, but to how affective that it
268 and, it’s probably more of a reinforcement? Kind of in somebody’s mind rather than it
269 makes them want to go and buy

270 A1: Its maybe a bit like a trigger that you don’t maybe realise, you know you don’t really realise
271 you’ve seen it, but if you went into a shop you’d be like ‘oh yeah I've seen that’ or ‘maybe ill
272 get that one’ – I don’t think it would personally affect me but I think its definitely personal
273 specific to the individual

274 C3: It must do something otherwise no one would do it, like it must be effective because
275 whether we think it is or not, because otherwise no one would do it

276 JT: It’s quite interesting that you said it reinforced the feelings that you had, does anyone have
277 anything to add on that?

278 D4: Yeah, it wouldn’t change my mind when purchasing, if I like a product than it would
279 reinforce those values and why I like the product but it wouldn’t change my opinion on
280 brands that I would never use or that I don’t particularly like or anything

281 JT: So just building on what you’ve said there, if you like a product but then it sponsors a TV
282 show you really don’t like would that alter your perception of the brand in anyway?

283 D4: I don’t know, I mean for me there is no real TV programme that I really dislike, but I mean,
284 it’s really difficult to explain, I don’t feel it would change my perceptions of that product but
285 it wouldn’t reinforce my negative values or ideas against that brand or anything or it
286 wouldn’t make me feel bad about that product because it sponsored a programme I don’t
287 like, I don’t know

288 C3: If I didn’t like a programme I probably wouldn’t watch it so I probably wouldn’t know who
289 sponsored it

290 JT: Now I'm sure all of you know that a while back there was obviously the Big Brother race
291 row, and because of that, Carphone Warehouse stopped their sponsorship of Big Brother
292 because they didn’t want to be involved with any negative connotations with that TV show,

82
293 so what do you think about that? Do you think its possible for that sort of image to spread
294 or that they shouldn’t have bothered to stop their sponsorship because it wouldn’t have
295 altered people’s perceptions of them

296 B2: I think people expected them to stop just because, I think in terms of society I think people
297 are narrow minded and as soon as you say oh Big Brothers having trouble in race relations,
298 like everyone and everything connected to Big Brother is automatically a racist, so I think a
299 lot of small minded people actually would have gone ‘hmm Carphone Warehouse is
300 connected to that, I don’t want anything to do with it’.

301 A1: I don’t think it would, I just wouldn’t associate anything to do with Big Brother with
302 Carphone Warehouse, it just wouldn’t change my opinion, it’s just a part of Big Brother
303 what happened

304 C3: I don’t think it’s so much a part of TV sponsorship, but maybe with celebrity sponsorship,
305 like with the whole Kate Moss and Rimmel thing, I think that's more they had to pull out
306 because it’s about her, whereas when it’s a TV show they can’t control it, or they do it to
307 shock, the brand and the TV show, they aren’t necessarily connected

308 A1: I don’t think they are linked; it’s just their way of advertising

309 D4: Although negative associations might pass on to the people who aren't that aware, like we
310 are

311 B2: Yeah I think we are quite media aware

312 JT: Ok, so we are going to do a quick brand image test so get your pens out again, basically
313 what I'm going to do is I'm going to show you six images, all separately, one at a time and
314 you can see the titles of the images I'm going to show you on your sheets, and under each
315 of the titles id like you to write five words that describe the person who would use this
316 product or watch this show. Those words can reflect absolutely anything from personality
317 traits to demographics, to jobs, geographic location, anything you think of when you think
318 of the person who uses that product. So an example would be old fashioned / modern,
319 smoker / non smoker, business man / student, from the north / from the south, anything
320 that you think of. So the first one is Cadburys

321 C3: Is it about the person who consumes it or about their image?

322 JT: The person who uses that product, so when you think of the person who uses Cadburys
323 chocolate, what is that person in your head

324 [Group is Writing]

325 JT: Is everyone done with that one?

326 [Group Agreement]

327 JT: The next one is Toyota Aygo, so who in your mind drives that car

328 C3: I don’t even know that car

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329 JT: Well it’s whatever comes to mind when you see that logo

330 C3: I don’t know why I think this but I do

331 JT: Everyone done? Next one is Givenchy perfume, so who do you think would buy that and
332 use that perfume

333 [Group is Writing]

334 JT: Everyone ready?

335 D4: I only got four again, oh wait I have a fifth one!

336 JT: So now we are onto the television shows, who do you think would watch T4?

337 A1: My range of words seems to be a bit limited!

338 JT: Everyone ready? Ok, next one is, Coronation Street

339 [Group is Writing]

340 C3: It’s funny, with the Toyota one, I just looked back at the word I’d written down and some
341 of the words I've put aren't describing the person they are just describing the car, like small
342 and new!

343 JT: Everyone done? Then the final one is, Beverly Hills 90210 – the new version. OK so, how did
344 everyone find that? Which ones were easiest, which ones were hard, and why were they
345 hard?

346 A1: I think Toyota was hardest

347 D4: Yeah, because I don’t really know that brand, other than of course Toyota sponsor T4

348 JT: Yeah, if you see, the images I gave you are actually paired with their sponsors, even though
349 Cadburys aren't the current sponsor of Coronation Street

350 C3: How I have described my Toyota does not match at all to my T4 person

351 JT: Well that's what I'm really trying to find with this, I'm trying to see if the image of the brand
352 shares the image of the TV show and how they match together

353 B2: Well that's a certain brand of Toyota, not Toyota as a whole, so they target different
354 people and I would say that specific Aygo is targeting a young person whereas a Toyota
355 Avensus would be more family orientated

356 C3: Yeah I just think, even my impression of that doesn’t go with my T4 person – I would not
357 buy one of them. My Givenchy and Beverly Hills matches perfectly

358 A1: Yeah mine does to, although my Cadburys and Coronation Street do not

359 B2: They kind of do, they’re both female

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360 A1: Aw I put grandma as Coronation Street

361 C3: Oh see I've got mums for Coronation Street and younger for Cadburys

362 JT: Ok, one of the reasons Cadburys originally undertook the sponsorship with Coronation
363 Street is that they were both seen as stable, British brands

364 C3: Well, I've put loyal under Coronation Street, because I think people who watch it are quite
365 loyal

366 A1: Yeah same, I haven't written it under Cadburys but I think they are quite loyal too

367 JT: So would you say that looking at the images here, the sponsors tend to have at least a
368 partial strategic match to the TV show

369 D4: I think maybe in some cases, some of them don’t seem right though

370 JT: Do you think with the T4 one that it might be due to you not being interested in the car
371 because it’s not a purchase you are all looking to make

372 C3: I've put though for my T4 person like they are young, individualist, music lover, id say
373 something like an Apple Iphone would go much better with like my T4 person, you know
374 quite gadget orientated, but not on a car front, more like on phones, more younger

375 B2: Yeah I don’t think they would spend that amount of money on car

376 C3: Young people spend loads of money on phones, more than their disposable income, but
377 they won’t have the money to buy a brand new car

378 A1: I would say because students watch T4

379 C3: I find it funny that before you put them in the pairs; none of us had gone ‘oh look’

380 B2: Yeah that they all go together

381 C3: Yeah and we are all writing about them but none of us had actually realised they go
382 together, even though we knew they sponsored each other you just don’t think of it when
383 they’re in front of you

384 JT: Do you have any thoughts on why that might be?

385 B2: You're not really aware

386 A1: But I really do know T4 and Aygo, because they do it every time before a programme and I
387 think of it in my head, but still until you put it together I just didn’t link it

388 C3: When I see the programme I know its sponsored by that person, but if you take them apart
389 I cant necessarily say they sponsor them, they sponsor them

390 B2: But is that because of your perception of the brand and the programme

391 C3: What do you mean

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392 B2: Well you said Toyota was male

393 C3: Yeah but then I watch Coronation street and with Cadburys I can relate to both, but I still
394 didn’t twig that, even though its quite well known, but even when its all laid out, nobody
395 spotted that they go together

396 JT: Ok so as a sort of blanket statement, would you agree or disagree that broadcast
397 sponsorship enhances brand awareness

398 B2: I think it does actually

399 A1: It works with raising awareness, but I wouldn’t go into a shop and be like I want to get that
400 one because I saw it on a programme

401 JT: So how strong do you think the link is between sponsorship and purchase behaviour?

402 B2: It depends on the consumer and their age

403 A1: Also what they’re advertising, like Cadburys they are just advertising Cadburys, its not
404 going to make me want to go and buy a chocolate bar, but if they advertise a specific new
405 one then I would probably go and buy it

406 C3: Yeah, if its just the brand in general then no but if its specific thing that's maybe new then
407 like id be like oh I haven't tried that I should go and try that, but I can think of adverts more
408 than sponsors off the top of my head because I can think of the story line and that's what
409 makes me remember, so I find sponsorship hard because most of them are not doing
410 anything, its more of a flash up of the brand rather than a detailed advert

411 JT: Do you think there is a difference between high risk and low risk products being promoted?

412 C3: I think if it is something like a new perfume then ill go into a store and smell it and try it but
413 it wouldn’t make me buy it just because it was lower risk than a car

414 JT: So it would be more successful at creating sampling and trial than actual purchase

415 D4: Yeah definitely

416 JT: Right, that's brilliant, that's it then, thank you very much for taking part everyone.

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 Appendix 2: Focus Group 2 Transcript

Length of time – 1Hr 03mins

Researcher – JT

Participant 5 – E5

Participant 6 – F6

Participant 7 – G7

Participant 8 – H8

Participant 9 – I9

1 JT: So basically what I'm researching is the effect of broadcast sponsorship on brand image
2 and brand awareness relating it to consumer purchase intention and things like that. We
3 are going to start off with a little chat about brand awareness, and then do an awareness
4 test – it’s really easy though so don’t worry about it! Then a chat about broadcast
5 sponsorship and brand image with another little brand image test at the end. So for the
6 benefit of the tape I need to say that some of the sponsors I've used are not current, they
7 are very recent but in some cases not current. This is because I want to use long standing
8 sponsors only for the sake of the project, but I will let you know when that happens. So, to
9 start with, can you each say something for the tape so I can get an idea of your voices, just
10 your name and an example of broadcast sponsorship that comes to mind?

11 E5: Hello, I'm E5 and I can think of Hollyoaks and Wrigley’s Extra

12 F6: I'm F6 and I don’t think its current but Coronation Street and Cadburys

13 G7: My name is G7 and I’ll have Orange and the Bafta’s

14 H8: I'm H8 and I’ll say the T4 and Toyota

15 I9: I'm I9 and I'm going to say that wine that goes with Friends, Jacobs Creek, that's it

16 JT: Ok, brilliant, so to start off with let’s have a quick chat about brand awareness, basic
17 definition just so you all know a consumers awareness of a brand, so its the ability to recall
18 a brand when your aided or unaided, which is when your given a descriptive term like a
19 makeup brand or a brand of crisps, things like that. So what are people’s general thoughts
20 on brand awareness and its importance to a brand, any general thoughts at all to begin
21 with?

22 G7: From a company’s sense or from a consumer’s sense?

23 JT: From the consumer’s sense

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24 G7: oh ok, well I find it good because I don’t really buy branded stuff in the UK, but when you
25 go abroad and say you just want some toothpaste or something, you buy something branded
26 because you recognise it and you trust it so

27 H8: yeah, I think with brands, if you see it quite a lot I think you can build up an image, like
28 you’ll instantly remember that over something else, with like if you see a brand on telly all the
29 time, if its just in the background and you’re just hearing it all the time, I think that will stick in
30 your mind when you are shopping, more so than if you just see it

31 G7: Certain stuff I think it just goes in without you even realising it as well, and then you kind
32 of start talking about it and then you’re like ‘oh, I actually do know about that’, like with the
33 Toyota car you said you watch so much T4 and stuff it just kind of goes in

34 [Group Laughs]

35 JT: Ok, so do you find brand awareness to be an important factor when you sort of go to buy a
36 product or do you look for other values such a price or sort of anything else like that

37 F6: I definitely look for price when I'm shopping, I think that's my main, being a student, my
38 main influence, but then if it has come up a lot on the telly and has been promoted more and
39 more I'm also more inclined to buy that as well because what you said before about having
40 trust in it and for it to be a reputable brand, think that would persuade me to

41 G7: Yeah, I agree, I’d go by price as well, but also from the look of it, I'm quite, I know they say
42 don’t judge a book by its cover but if it looks good then I’ll buy it, so I think that helps,
43 especially like, it kind of helps when their advertising is really good as well I think because it
44 sticks in your memories like as quite a good brand

45 JT: Do you find advertising generally to be very similar to broadcast sponsorship, like would
46 you class them to be basically the same thing as a consumer or do you see like how they are
47 separate promotional tactics

48 G7: Yeah I’d say they are basically the same ting

49 H8: Yeah me to, I wouldn’t think of them as different but I think that's just because if I saw it
50 on TV I would think it’s like an advert so I’d class it as an advert, no matter what it was to do
51 with and what it was linked to I’d still see it as an advert

52 G7: Yeah because you always think the reason why they’re sponsoring it is just to advertise
53 their brand anyway so

54 JT: Ok, so when you think of broadcast sponsorship what kind of products do you think of like
55 what genre of products do you think of most?

56 I9: Cars

57 H8: I think of cars only because I think I must watch T4 a lot because that's what sticks in my
58 head, but cars do do it for like quite a lot of things

59 I9: Mobile phones do it a lot though, Vodaphone and like

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60 E5: I’d say mobile phones as well

61 G7: I’d say more drink, like alcohol and stuff

62 F6: I think beauty products as well but that's maybe because I watch a lot of things like
63 Desperate Housewives, and they’re with Herbal Essences, sort of girlie programmes, so they’re
64 targeted more to that sort of target market

65 G7: Yeah, I think as you said it kind of depends on what you watch, because a lot of sports are
66 all about beer and like Friends, as you said, with wine and stuff, like socialising and things like
67 that

68 JT: Right, so we are going to do the awareness test, basically there are twelve images here, six
69 are brands and six are television shows that they sponsor and on the first section of your little
70 sheets I’d just like you to match up the brand to the TV show

71 H8: So you are going to show us them one after the other?

72 JT: No I'm going to show you them all at once and you just have to match them

73 H8: Oh I see

74 [Group Laughs]

75 [Group is Writing]

76 H8: I don’t think this is right!

77 JT: It doesn’t matter if they are wrong, its literally just to test your awareness of the different
78 brands and sponsorships that are on TV

79 G7: I watch all these programmes though, that's the annoying thing!

80 H8: Yeah I know! I'm going with this, I think I've done it completely wrong but I'm just guessing
81 – oh no I've put that for two!

82 [Group Laughs]

83 JT: These should be fairly easy because they are all programmes aimed at women

84 E5: I think I must watch too much TV

85 JT: For the sake of the tape, this one isn’t the current sponsor; it’s a recent change though. Ok
86 so how did everyone find that?

87 H8: Really hard

88 JT: Why did you find it hard?

89 H8: Well I only really knew two, one because you had said it and I wouldn’t have got it
90 otherwise, and Hollyoaks, and that must be because I watch it so much, although I watch all of
91 these things so I'm quite surprised I didn’t pick up on it

89
 92 E5: I think it’s because they change it so often, I mean they have changed this one three times
93 since that one

94 G7: And they always play the old episodes of friends as well, so you never know which one it is

95 E5: That's true, and with Sex and the City, the film is sponsored by Galaxy but the TV show is
96 sponsored by Baileys, so it can be a bit confusing

97 JT: So were there any that people found to be really easy?

98 H8: Hollyoaks

99 E5: Probably Herbal Essences and Desperate Housewives

100 F6: I found Loose Women really easy as well just because I watch it every day and the advert
101 really annoys me

102 H8: What is Loose Women?

103 E5: Its Malteesers, it’s about playing jokes on people

104 F6: It’s a panel of women who gossip

105 G7: I only really remember the funny ones, like that's probably why I said the alcohol ones
106 because the beer ones are hilarious so I remember them

107 [Group Laughs]

108 G7: Like these ones I don’t really, but then again I didn’t remember Baileys

109 H8: Who is Baileys?

110 F6: Sex and the City

111 E5: Yeah I didn’t know that one but its the only one I had left

112 H8: Oh, I put it with Friends! I had no clue!

113 G7: Isn’t Baileys also the current one for ITV Premiere? Yeah, so it is kind of confusing

114 JT: Ok, well that's that bit done, unless you want to go through your answers and check if you
115 have got them right?

116 G7: Yeah I kind of do

117 [Group Laughs]

118 JT: Ok so Baileys was with Sex and the City, Desperate Housewives was with Herbal Essences,
119 Hollyoaks was with Wrigley's Extra, Friends is with Appletiser, Loose Women is Malteesers and
120 Gossip Girl is the fragrance

121 G7: I got them all! I got them all! I thought I was crap at this!

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122 [Group Laughs]

123 H8: I can’t believe I only got 50% that is bad!

124 JT: Ok so moving on from this lets have a quick chat about broadcast sponsorship. So the
125 definition is really simple, it’s basically a brand that sponsors a TV show, that is the definition
126 of broadcast sponsorship. So to begin with, does anyone have any general ideas about
127 broadcast sponsorship and why brands choose to undertake it or if it’s important

128 E5: It’s good so the brand can match their target audience with the TV shows, so Wrigley's
129 Extra will want young people, who are the ones who watch Hollyoaks for example

130 JT: Do you think that fit is important, do you think there are any here that don’t really fit?

131 E5: I can see why they all fit actually

132 [Group Agreement]

133 E5: Maybe the least fitting would be Baileys and Sex and the City

134 F6: I was going to say Friends and Appletiser

135 H8: Yeah that's what I was going to say because I don’t think that's very

136 F6: I thought Jacobs creek fit better than that one; I don’t see why they would change it

137 JT: So broadcast sponsorship has become a lot more popular in recent years as a sort of
138 promotional tactic, why do you think that is

139 E5: Cheaper than advertising

140 G7: I guess like you can get more coverage and stuff because with things like TV you know you
141 have a captured audience whereas like different kinds of advertising can be ineffective and
142 stuff depending on where it is

143 H8: I think sometimes when its adverts you go out of the room and do stuff, whereas if you’re
144 waiting for the programme to start and there's a sign that the programme is, you’re probably
145 going to take it in, even if you go out of the room for the rest of the adverts, you will see that
146 one because it’s the end of the programmes and you will still be there

147 F6: Especially if they have breaks as well because you will see them then when they play it
148 about four times during that programme

149 H8: Like Desperate Housewives, you know you will see it and then flick over for like five
150 minutes whilst the adverts are on but you will always see that one because it’s the sign of the
151 end of the programme

152 G7: So like all the other adverts lose out really because you just flick over straight away

91
153 E5: A lot of people are using Sky now as well for recording programmes and skip the adverts
154 out but sponsorship is always on that recording so they always see that and miss out the
155 adverts, I think they are called PVR’s – personal video recorders

156 JT: So like Sky plus and stuff

157 E5: Yeah

158 JT: So can anyone think of any memorable campaigns like for TV sponsorship?

159 H8: Aygo, by Toyota

160 E5: That's really it for you isn’t it!

161 [Group Laughs]

162 H8:Its just because I see it all the time, no matter when you flick channel four on its always on

163 E5: That is true, for about five hours every Sunday and Saturday

164 [Group Agreement]

165 G7: I would say that I remember Baileys with ITV premier the most, just because it’s really
166 annoying, when you’re trying to watch a film you’re like oh man! When it has adverts and stuff

167 E5: Oh actually, Stella Artois and channel 4 films as well, only because it went on for years and
168 I just remember having it on all my films that I recorded like years back

169 JT: So the ones that you’ve mentioned, why do you think they are so memorable to you, sort of
170 what aspects of them kind of what aspects of them made them stick in your mind

171 G7: Well the Baileys one, like Baileys hot chocolate, like you said, you kind of think, ooh that
172 sounds good, like things like that which add something, you kind of want to try it out because
173 it sounds good, but you never would have really thought about it before. Things that are really
174 funny as well, like the beer adverts and stuff, but other than that I don’t really think it sticks

175 H8: Yeah I think with the Toyota one, I think with the theme, like not the music but how they
176 say it just sticks, that noise and then how they say it is just really memorable

177 JT: So do you think though that it has anything to do with how the product relates to your
178 personal needs as a consumer, so say you would remember a perfume sponsorship more if
179 you needed a new perfume, or do you think that just has nothing to do with

180 E5: I don’t think so, because I watch Desperate Housewives so many times and I've never
181 actually wanted to buy Herbal Essences

182 H8: And I use Herbal Essences and I never really though oh that's my shampoo

183 G7: Yeah I don’t really ever make that connection, like yeah I want to buy that now, but with
184 the Baileys, I would actually want to drink that, that's kind of different

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185 H8: Yeah I would kind of like to drink Baileys hot chocolate, and it does make me think of the
186 ITV ones, but I think that's because of how its set out, with them sitting together all cosy in
187 front of the film, it’s quite nice

188 G7: Although, and saying that, the Aygo by Toyota one, I would probably, I don’t know I think
189 they look quite nice

190 JT: Ok, so what do you think brands get out of broadcast sponsorship, how do you think it
191 improves brands or helps them with the way consumers sort of choose to purchase products?

192 F6: It definitely helps to raise awareness when people are making their purchasing decisions,
193 that brand might stick out to them amongst the other brands, because they are being, the
194 brand is being reinforced every time they watch the television programme, so I think that's
195 definitely a factor

196 E5: I think it’s probably an image thing, so I guess they are saying, if you use Herbal Essences
197 then you will be like one of the women from Desperate Housewives and that kind of thing, so
198 people are aspirational, but obviously I don’t believe that, but that's the kind of thing they’re
199 trying to do I think

200 G7: Or if they are trying to change their target audience then they might like pick a certain type
201 of film or programme that they think certain people can be reached, but I don’t think that's
202 really that effective though because if you associate a brand with a certain type of people, you
203 won’t buy that brand if you’re not that kind of person

204 JT: One of the concepts I'm exploring is the sharing of images so whether the brand can share
205 the image of the TV show by sponsoring it and vice versa. So what do you sort of think of that
206 concept, do you think that by Wrigley’s sponsoring Hollyoaks they have actually shared in the
207 image of Hollyoaks?

208 E5: I think that they have because with extra it’s about being young and being attractive, and
209 that's what everyone’s like in Hollyoaks so people think with Wrigley’s you’ll become good
210 looking, and with Malteesers, its meant to be cheeky, and the presenters on Loose Women are
211 sort of tend to be cheeky and fun loving, so I can see how it works

212 JT: So do you think, taking that idea further, if there were any negative issues to do with either
213 the brand or the TV show, do you think that would extend to your opinions of the sponsor or
214 the sponsored show as a consumer

215 F6: I don’t think it would, because when that whole Big Brother race row and Carphone
216 Warehouse came up, and Carphone Warehouse pulled out, it didn’t turn me against Carphone
217 Warehouse in any way because of the bad publicity that big Brother was getting, because
218 although the two are sort of connected, it didn’t really, I mean I don’t think it really affected
219 the brand at all

220 H8: I don’t think that if Hollyoaks did a really bad storyline and got really bad ratings and I
221 don’t think that would make me think any differently about it, just because I don’t think my
222 opinions would stretch that far, I think they are just limited to the programme

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223 G7: Yeah because when you’re buying the actual product you don’t think about the sponsor

224 H8: Yeah, you don’t go ‘oh I saw this on Hollyoaks’

225 G7: Yeah it might remind you when you’re watching it but it wouldn’t go any further than that

226 JT: Do you find that if there is a TV show that you really don’t like, do you then not like the
227 brand that are sponsoring it just because they are connected to it or

228 H8: If it was a show I didn’t really like then I wouldn’t watch it and I wouldn’t know who
229 sponsored it, so because if I really didn’t like it to be honest, I mean the ones I do watch I
230 haven't been able to recognise so if I didn’t watch the show anytime then I wouldn’t have a
231 clue what sponsored it so I don’t think it would affect me at all

232 JT: So flipping that round, and one of the interesting things that came up in the last focus
233 group, was if there was a brand you really like but then it sponsors a show that you really don’t
234 like their kind of opinion of the brand might go down a little bit

235 H8: I don’t think it would, like I can’t really say because I don’t think I have ever experienced it
236 but I don’t think it would because I don’t think I would ever make that association when I'm
237 buying something

238 G7: But then like you said if they placed it so it’s kind of relating it to the programme, then the
239 chances are you’re not going to like the brand anyway because it’s not aimed at you

240 JT: Right so moving on from broadcast sponsorship, if we can move onto brand image, so the
241 basic definition of brand image is the sum of a consumers entire experience with the brand, so
242 it involves psychological feelings towards it, it involves physical experiences, reviews from
243 people you know, absolutely everything that comes to mind when you think of a brand. So as
244 consumers, how do you all respond to brand image with your purchase decisions. So like when
245 you walk into shops and you see the shelves of products, how does brand image play into your
246 decisions

247 H8: I think with some things, like there are some things I wouldn’t buy unless it was a certain
248 brand of something, but most things I would go off price, or if there was some way of money
249 saving, I would buy that rather than looking for a brand and there are some things like certain
250 makeup items and certain things that I would only buy a particular thing because I know I like
251 it and I know that's what I use so, I think it does vary with what you’re buying

252 G7: And like habit and stuff, like at home your mum always buys a certain brand of something,
253 when you come here like you don’t know what to buy so you kind of buy that because that’s
254 what you’re used to

255 H8: And you know you like it

256 JT: So taking that into account, do you think brand image is important for brands to manage
257 and control, sort of why is brand image important

258 G7: I guess like in a way you don’t want to be seen as buying something that's rubbish

94
259 E5: I guess brand image, from the organisations point of view, is how they position and what
260 target audience they select, I mean you can’t position it to everyone so you are going to pick
261 one specific group of people to make sure they attract them, so that's the advantage for them

262 F6: I think they need a strong brand image as well to stand out sort of amongst competitors, so
263 with like Herbal Essences, there are so many brands of shampoo, but if they are reinforcing
264 their brand into the same target audience as another brand then they might have more of a
265 chance in changing consumer purchase decisions to make people buy them instead

266 H8: Especially if their prices are about the same and you’re picking one or the other, if it’s
267 down to that point and you’re picking out of brands that are similar in price, I think you would
268 go for the one that you know more about, because you have got a lot more trust in them than
269 you have with the other ones that are around the same price obviously if that wasn’t a
270 determining factor I think you would go on what and how you perceive them to be compared
271 to the competition

272 G7: I think from what I've found is that with my brothers, if I'm going down the shop and they
273 ask me to pick something up for them, they would ask me to get a certain brand rather than
274 just say oh just pick up the cheapest one because, I don’t know, it’s something about it being
275 easier or it just seems to go in or something

276 JT: So as consumers, how do you respond to brands that use broadcast sponsorship to sort of
277 try and manage their image, so do you feel that brands who are able to do broadcast
278 sponsorship, do you feel they are stronger or maybe more successful

279 G7: Yeah I would definitely say they are stronger because it can’t be cheap to sponsor,
280 especially to sponsor big programmes and stuff that obviously have a lot of competition

281 JT: So as a general blanket statement, would you say that broadcast sponsorship does affect
282 brand image when it comes to purchase behaviour

283 E5: I think if you’re not advertising and you’re only sponsoring then yeah it will make a
284 difference, I mean obviously there is a difference between sponsorship and advertising
285 because with sponsorship you are fitting your values with the programmes values but its still
286 the same thing, its raising awareness and repeating a message so I don’t see how it would
287 differ in maybe making purchase decisions at all

288 F6: I think advertising has got the chance of making a bigger impact if like, with T-Mobile
289 making their viral, you’ve got two minutes or however long to create the message and get it
290 out there and to do something, like with the bouncy balls to do something memorable
291 whereas with sponsoring you’ve just got that ten second short, so there's only so much they
292 can do

293 G7: Yeah they’re quite limited aren't they

294 F6: Especially if they want to make them memorable

295 E5: But with X-Factor you know there was, I can’t remember who sponsored it but all I
296 remember is the little bird, but I still don’t know who sponsored it

95
297 H8: I think it was Carphone Warehouse

298 E5: Yeah but I couldn’t remember the brand, all I could remember was the little singing bird
299 short, so for brands that could be a problem

300 H8: Yeah if it doesn’t show properly who it is then you’re not gaining anything from it as a
301 brand as a company you’re not gaining anything, even though its memorable, it’s not
302 memorable for who you are

303 G7: And like if it’s constantly repeated like with the Friends thing, because Friends is on so
304 often it can get a bit irritating, I think there is a fine line between funny and annoying, I think
305 it’s quite difficult to get it right as a brand

306 JT: Ok, so building on all this we are going to do a little brand image test, basically what I'm
307 going to do is I'm going to show you six images, all separately, three are of brands and three
308 are of TV shows and on your sheets you will find five lines under each of them and I’d like you
309 to write five words that you feel describes the person that you feel uses that product or who
310 watches that show. This can be anything from personality traits, to demographics, what you
311 might think their job would be, where they might live anything you feel that connects the
312 consumer to that brand. So the first one is, Givenchy perfume

313 [Group is Writing]

314 JT: Right, has everyone got them?

315 G7: Is it the brand or is it that actual perfume in the advert?

316 JT: It’s just the brand in general. Right, the next one is, Coronation Street, so describe the
317 person who watched Coronation Street

318 [Group is Writing]

319 H8: This is really bad because I actually watch Coronation Street and I haven't put anything like
320 what I'm like

321 JT: Don’t worry there's no right or wrong answer

322 H8: I9’s much more diplomatic than us!

323 [Group Laughs]

324 JT: Ok, so is everyone ready for the next one? Ok, the next one is Toyota Aygo. So when you
325 picture someone driving a Toyota Aygo, who is that person?

326 [Group is Writing]

327 G7: I'm kind of in two minds about what the person would be like

328 F6: Yeah I'm the same, because mine doesn’t really fit with the sponsor or who I thought it
329 would be

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330 JT: The next one is Cadburys, so who do you think eats Cadburys

331 G7: I don’t know why I think this, but it’s the first thing that came to mind!

332 E5: What is it?

333 G7: A cat lover!

334 [Group Laughs]

335 E5: This is a hard one!

336 JT: Ok, the next one is Beverly Hills 90210 – the new version.

337 F6: What the type of person who watches it?

338 JT: Yeah, the person in your head who watches Beverly Hills, so what are they like, what do
339 they do, where do they live, its anything from their sporting habits to whether they smoke or
340 not, absolutely anything that comes to your mind

341 [Group is Writing]

342 JT: And the final one is T4

343 E5: I think this one is really difficult

344 H8: This is definitely harder out of the two tests

345 JT: Right, so is everyone done on this one? Ok, so how did everyone find that, difficult, easy?

346 E5: It was alright, but it’s something you never really think about

347 H8: I think sometimes you think of the common association and write it down but then you
348 think oh actually I watch that and I'm definitely not an old granny with curlers in her hair!

349 [Group Laughs]

350 JT: That was one thing I was going to pick up on, you said you watch Coronation Street but the
351 person you described was

352 H8: Yep I put a mum or a granny with curlers in her hair from up north

353 JT: So why do you think there is that difference between the image of the programme and you
354 knowing that you watch it

355 H8: I think it’s just because when you watch it and see who’s on it and you think people who
356 are like them will relate to it and they’re kind of, ok its getting a little bit younger now, but in
357 my mind very old and still very mumsy. So you think people who are like that watch it and you
358 forget that you watch it yourself

359 F6: You think of the stereotypes as to what that person would be as opposed to what you
360 know is true when you watch it yourself

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361 G7: But then I do think that about most soaps apart from Eastenders and I watch Eastenders so
362 maybe that's just me being bias because I like ones that I watch but then the others that I
363 don’t watch I just think oh no, old people watch that

364 JT: So as consumers how easily or how regular do you think you actually associate the different
365 factors like awareness and sponsorship and tie them all together, like for this some of you said
366 you had trouble thinking of the words so as consumers how do you think that affects your
367 purchase decisions

368 G7: I think, well with this perfume, I have this perfume but I have kind of described, well
369 actually kind of want to be this person but it’s not me

370 H8: But is that why you have the perfume, to aspire to be like that

371 G7: Maybe, maybe I just didn’t realise

372 [Group Laughs]

373 JT: So looking at how you tie these factors together when making your purchasing decisions,
374 the three brands I gave you for the test are actually the three sponsors for the TV shows, so do
375 you find that your person for Cadburys matches your person for Coronation Street

376 G7: You know what, I didn’t even make that connection

377 E5: I didn’t realise they were the sponsors!

378 H8: Mine kind of match, kind of

379 E5: Mine are similar

380 F6: My Beverly Hills and my Givenchy one do but my T4 one doesn’t

381 H8: No mine don’t, because I put business women for Givenchy and students for Beverly Hills,
382 but I suppose they are both girls, pretty, fashion conscious so maybe it’s just a different life
383 stage that they are at for the two things but they are quite similar people

384 JT: So one of the points we made earlier was that sponsorships have to have good fits with the
385 brands and they tend to share the images so technically brands should have the same images
386 as the TV shows and yet you have described a lot of them as very different, so how do you
387 think that all fits in, why do you think that's happened?

388 H8: I think with the Aygo one I put on my T4 that its mainly females but with Toyota its boys,
389 so maybe they are trying to attract that boy audience that does watch T4 and get a few more
390 boys into watching it, like breaking into a new audience, and working from both sides, trying to
391 get the girls who watch T4 into liking the Toyota brand

392 G7: Because in a way they have kind of already got the females

393 H8: Yeah so they are trying to bring more males into it, whereas the Toyota people might find
394 they are attracting more males so trying to bring females into it by being associated with T4

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395 JT: So in the case of Cadburys and Coronation Street which a couple of you described as very
396 different, why do you think they fit so well together when the images you have of the people
397 who use them are so different

398 E5: I think it’s their Britishness actually and Cadburys is built on community as well with the
399 Bourneville village and Coronation Street is about community so I think it’s that

400 H8: I think they also did it to try and bring about a younger audience, because I associate
401 Cadburys with younger people so it’s more likely to attract younger people to the show seeing
402 that they are connected to it

403 F6: Yeah because Heartbeat used to be sponsored by Yorkshire tea and I just saw that as really
404 old and drab and that was my image of the programme because of it

405 E5: Yeah, I guess if Weathers Originals sponsored Coronation Street it would be different and
406 would seem really old so wouldn’t be able to break into that new younger audience, I never
407 really thought about it, but I guess it does actually matter who sponsors who

408 G7: Yeah when you think about it, if you are watching a programme and they had a
409 sponsorship for one of those chairs that helped you get out of the bath, I think they spent a lot
410 of money and time to make sure it fit well so you don’t really notice, but I suppose if they did
411 completely get it wrong then

412 E5: Doesn’t Harvey’s furniture store sponsor them now? I still find that a bit weird, I mean I can
413 see why they do it but its more oh I might as well do it

414 H8: I don’t see how it has any benefit for either of them really

415 E5: Not really no, because it’s not like buy our furniture and you will have a home like one of
416 these

417 [Group Laughs]

418 JT: One of the concepts described earlier by G7 was that the woman she described for
419 Givenchy, even though you use it, it’s kind of who you want to be so tying that into the idea of
420 broadcast sponsorship do you think it’s possible that if you see a product that sponsors a
421 show, you might watch that show to aspire to be someone who that product envisions, you try
422 and gain the identity of someone who uses that product by watching the show

423 H8: I don’t think you would by watching the show, I think you would more through buying and
424 purchasing it and using it and showing that you have it more than watching the show because
425 really to me, if you want to aspire to be someone you want to show other people that you’re
426 trying to be like that and by watching a show you’re not really showing anybody openly, like
427 whereas if you’re wearing the perfume and people go oh I really like your perfume then you
428 can be like oh its Givenchy, whereas if you’re just watching the programme you’re like oh I
429 watch Desperate Housewives but that's it

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430 JT: Ok, so flipping it round, say if you drank Baileys you would become one of the Sex and the
431 City girls, like do you think that's partially what they play on when they take up broadcast
432 sponsorship

433 E5: I think so yeah I mean Dior sponsored the OC, I always thought that obviously there are like
434 13 year old girls that watch that and they’re going to think if I buy that I’ll be like Rachel Bilson,
435 I think it really does happen because they are so impressionable, and also they are probably
436 going to say to the parents I want this perfume and then they are more likely to get it

437 G7: I think that's what I was trying to get at when I said about my brothers, that they see it on
438 TV and they don’t know any other brands or anything so they are just like yeah just get that

439 F6: I can’t remember what it was but Lambrini used to sponsor something, like a programme
440 with a bunch of girls, fun loving, that sort of thing

441 H8: Footballers Wives I think

442 F6: Yeah maybe, that might have been it, but there was that whole phase of being a Lambrini
443 girl, so that sort of implied that if you buy Lambrini you would become one of those girls

444 [Group Laugh]

445 G7: It definitely works a lot better on younger people

446 JT: Ok, so just kind of rounding up, as consumers, sort of how important is the concept of
447 broadcast sponsorship to you, like how does it affect your purchase decisions, if at all

448 F6: I would say that I don’t think it does have an effect just because I can’t remember going
449 into a store and making my purchase decision based on their sponsor, do you know what I
450 mean. It definitely builds my awareness

451 H8: Yeah, I think it makes me more aware of it, but I think I still buy what I like and what I'm
452 used to buying, so I don’t think it would change what I'm buying, unless it was on offer or
453 something, then I might be like oh I might as well give it a try

454 E5: I think as you said that younger people are more impressionable than us, and they make
455 more impulse purchases with the thinking oh I’ll go out and buy that tomorrow whereas, as
456 you were saying earlier, you look at the product quality and price more than whether it has
457 been on TV or not

458 H8: I think for me it depends on how much money I've got to how much I spend on a brand, I
459 think when you’re younger you don’t tend to buy so much yourself, I mean you’re not buying
460 like food and that kind of things yourself so I think you go oh mum can you get me this and
461 you’re more likely to go on what you’ve seen like through sponsorship than you are, like you
462 don’t actively go to the shop every week to buy stuff, you would just be like oh I've seen this
463 and I really want it

100
464 G7: I think its much better at creating trial as well, like sampling, because for like Cadburys,
465 when they launched something new, I kind of thought well ok I might as well go out and buy it
466 and try it, but you can’t really do that with a car so I didn’t take it in as much

467 E5: I think it could also work on recommendations, because like with the Aygo, you are
468 recommending something you have seen to match the image of the person you are talking to
469 so you think it will probably be a good choice for them

470 G7: Yeah and with that, because it builds it up as a really strong brand you almost think the
471 product has to be good because they need something to back it up because otherwise you
472 would be left disappointed and then you will tell loads of people that it’s really rubbish, so it
473 kind of makes you feel a lot more secure in your decision because it has built it up as a quality
474 brand

475 JT: So it kind of builds on existing brand images rather than creating new ones

476 G7: Yeah definitely, although it can get confusing when different brands sponsor the same
477 show on different channels

478 F6: Like with 118118 and the Simpsons on Channel 4 but then it is Dominos on Sky, although
479 the 118118 is really good because its actually promoting their service within the little short by
480 relating their question and answer stuff to the Simpsons

481 H8: I think it depends if you watch it on both but it can give muddled messages

482 E5: Yeah but then again if you are watching it on channel 4 then you probably don’t have Sky
483 anyway, you’re not likely to watch it on both

484 H8: I think though, if we are saying that they should be quite closely linked between sponsor
485 and TV show, then it shouldn’t matter if they change or are different because the target
486 audience should still be the same and all the adverts are still to the same consumer

487 G7: I think it does confuse the message though because if you have two different sponsors for
488 the same programme you are less likely to remember one of them, whereas if it was the same
489 one continuously then that message would be stronger

490 F6: Especially when they have been sponsoring them for years

491 G7: It can almost be a waste for one of the sponsorships, one of them is going to lose out, but
492 it depends on which one is the strongest one

493 JT: Ok, I think that's about it, thank you very much,that was brilliant

101
 Appendix 3: Focus Group 1 Coded Transcript

1 JT: Ok so, basically the project I’m doing is looking into how broadcast sponsorship affects
2 brand image and brand awareness. So basically I just want to find out how much you know
3 about broadcast sponsorship and how you relate brand image to the sponsorships, and
4 things like that. We’re going to start off with a quick chat about brand awareness with a
5 little brand awareness test, which is really easy. Then have another chat about broadcast
6 sponsorship in general and move on to brand image, and there’s a little brand image test as
7 well, and then, yeah, then that’s about it. So just for clarification, brand awareness is
8 basically a consumers awareness of a brand, how easily they can recall the brand off the
9 top of their heads, or when they are given a descriptive term like ‘a make-up brand’ or ‘a
10 brand of crisps’. Brand image is the sum of all your experiences with the brand – so it’s
11 physical experiences like when you’ve bought it, and how it worked, then there are
12 emotional experiences like whether you like the brand or sort of how you perceive it to be.
13 Then there’s your sort of general experience, what you’ve heard other people talk about
14 and things like that, so it’s just the sum of everything that you think about when you hear a
15 brand. Broadcast sponsorship is just programmes that are sponsored by brands; so for
16 example, X Factor was sponsored by Carphone Warehouse. For the sake of the tape I’m
17 using only long standing sponsors, so in a couple of them you will find that the sponsor i
18 give you isn’t the current sponsor but it is a very recent one, and it’s the one that most
19 people sort of identify with the programme. So, if you could all just say your name and a bit
20 about you so i can just get your voices for the tape.

21 A1: My name is A1 and I just got a job at House of Fraser!

22 [Group Laughs]

23 B2: My name is B2, and I’m still unemployed!

24 [Group Laughs]

25 C3: My name is C3 and I’m stressing about money and uni,

26 [Group Laughs]

27 D4: My name is D4, I have just finished my degree and I’m trying to find a job right now down
28 in London.

29 JT: So, first section is brand awareness, so what generally do you all think of brand awareness
30 and its connection with how people go about buying different products? Or it’s connection
31 with like broadcast sponsorship? Do you have any ideas about why its important to a brand
32 or why its important to a consumer?

33 D4: I guess that with brand awareness, sponsoring a certain programme it needs to have a fit,
34 they need to have similar target audiences and target markets; and I think that with things
35 like brands sponsoring certain programmes, they’re trying to increase their market share

102
36 and they want their customers to have a familiarity with the brand and have repetition in
37 their minds, so maybe when they go for a choice, they automatically go for that brand
38 because it kind of fit with their image of their life and their needs and everything.

39 JT: Ok

40 D4: That’s what I feel so

41 JT: Ok, I mean, do you guys find that brand awareness is a big issue when you go shopping, do
42 you tend to go straight for the products that you know a lot about or do you look for other
43 values like price or anything like that?

44 C3: I think it depends on what I'm looking for, probably if I don’t know something about the
45 product, I would probably go on brand, as if say I was buying a telly or something, id go for
46 a brand because I don’t know a lot about them. Whereas say clothes I wouldn’t be as
47 bothered because I'm more interested in the style and not who or what brand it is.

48 JT: Ok, so what kind of products do you think of most when you think of broadcast
49 sponsorship? Like do you think of makeup, or cars, or food, like what general ones sort of
50 stick out in your mind?

51 B2: Fragrance

52 A1: Yeah

53 C3: I can’t think of any of the top of my head

54 A1: They’re always really random

55 D4: Like sweets, and some chocolate brands and like

56 C3: Yeah, yeah

57 JT: Which kind of genre of those products gets most of your attention, like when you see a
58 sponsorship on TV, which ones do you pay more attention to, sort of is it the mort
59 technology based ones or?

60 A1: I think the phone ones are always quite, I think they stand out a bit more, I can always
61 remember them more than anything else really

62 D4: I think it depends, if I watch a programme on a regular basis then I'm more likely to
63 remember who sponsors them compared to other brands or anything like that, whereas if I
64 don’t watch it, I won’t know

65 JT: Ok, that's fair enough. So the next bit is we are going to do a little brand awareness test,
66 basically there are twelve images here. Six of them are TV programmes, and six of them are
67 the brands that sponsor them, and all I want you to do is on your first section of your little
68 results sheets, match the brands to the TV shows.

69 [Uncovering images]

103
70 D4: Is it wrong that I know most of these

71 JT: No no, it doesn’t matter how many you know or anything, just have a go at writing it down

72 C3: I just watched that this morning and I still don’t know who sponsors it

73 A1: Do you not?

74 C3: No, no, I don’t pay any attention

75 B2: No

76 C3: Nope, I'm not going to lie

77 B2: I'm the same!

78 [Group Laughs]

79 A1: I was expecting Friends to be, isn’t it normally Jacobs Creek of something

80 C3: Right, I'm just going to write and then you know

81 JT: That's fine, just go for it, you know its whatever comes to mind when you, when you think
82 of the programmes

83 C3: I can only name one, I'm torn between, ah yeah yeah ok, but I would never have known
84 that if I hadn’t looked at your answer

85 [Group Laugh]

86 D4: I would never have put those two together, just through process of elimination

87 C3: Ok, I'm going to guess the rest, I think

88 JT: It’s quite interesting actually to see how, sort of, who’s having trouble with it and stuff

89 C3: Really?! Is that who it is?!

90 A1: Yeah you know they have the funny advert, about having the Malteesers and being
91 naughty

92 C3: Oh yeah, yeah I don’t pay any attention to them, I don’t know, I don’t know who it is now

93 JT: It doesn’t matter if you get them right or wrong

94 B2: I did that that by process of elimination

95 C3: Now you say it, I can see it, I can remember, but of the top of my head I would never
96 remember

97 JT: Ok, so has everyone got them down? Ok, so just in general, how did you find that?

98 C3: I'm rubbish

104
 99 A1: Difficult

100 D4: Strangely easy

101 JT: Ok, what was difficult about it?

102 C3: I have literally just walked away from loose women and I still wouldn’t know, only because
103 like I can’t think off the top of my head ‘Malteesers’, but when you say the advert, like what
104 happens in the advert, I remember what its for

105 JT: So unaided, you have no sort of recollection, but as soon as someone aids you with like a
106 prompt then it does come to mind

107 C3: Yeah, yeah

108 JT: Which one was the easiest?

109 B2: Probably Hollyoaks

110 A1: And loose women, they’re the only ones I know

111 JT: Why do you think Hollyoaks is easy for you?

112 B2: Think I just watch it every day

113 A1: I don’t think any of the other ones really suit Hollyoaks, I just think it suits them

114 D4: I think, well, it goes with Hollyoaks because it’s for young people and young people are
115 quite vain and quite self conscious as well so I think it would match with extra because, I
116 mean, the one that I obviously know because it’s the one I most currently watch is like
117 Gossip Girl with the perfume, but that's because I watch it quite regularly

118 JT: Ok, well thanks for doing that, so moving on from that we’re going to have a little chat
119 about broadcast sponsorship in general. Does anyone have any thoughts on how important
120 it is to a brand?

121 A1: What do you mean?

122 JT: Well just in general, when you hear the term ‘broadcast sponsorship’, or when you see that
123 brands are taking part in it, what effect does that have on you?

124 C3: I think it’s good for brands; it gets people aware about the product

125 A1: I find sometimes it doesn’t really relate

126 B2: It’s a bit random sometimes isn’t it?

127 A1: Yeah, really random, I don’t know whether it’s meant to really relate to the programme

128 JT: Taking examples from here, which ones don’t you think match?

129 B2: I’d say Appletiser with Friends

105
130 A1: Didn’t it used to be Jacobs Creek

131 B2: Yeah, Jacobs Creek I can understand because it’s a glass of wine when you have got your
132 friends round, I expected coffee

133 C3: Yeah I expected coffee; I was looking for a coffee brand when Friends came up

134 JT: Ok, so do you think its important then as a consumer to see that the product relates to the
135 TV show

136 A1: I do yeah, because I don’t get them here

137 B2: It’s definitely good for brand awareness and finding out about what products the brand
138 does to help a customer recall but

139 C3: But I watch Hollyoaks, Friends, Loose Women, pretty much every day and I could not recall
140 one, so obviously it doesn’t

141 A1: Friends changes all the time as well so you don’t know what’s current and what’s not

142 JT: Yeah, Friends currently is Mars Planets, it’s not Appletiser at the moment, it’s changed in
143 the last sort of month or so. Ok so, broadcast sponsorship has become a lot more popular
144 in recent years as a technique for brands to get their names out there, any ideas on why
145 this might be?

146 D4: I don’t know, I think its just cheaper than advertising, paying for an advert in prime time TV
147 is so much more expensive then something like sponsorship, and your brand will be
148 repeated every time the programme is repeated, so I mean its repetition, so for trying to
149 get awareness around your brand, familiarity around a brand, I don’t know

150 B2: Its guaranteed viewing for your brand isn’t it, people are always going to turn on, if you
151 watch Desperate Housewives every week then that brand knows every week a certain
152 number of viewers are going to see that brand and see their sponsorship, say for like
153 Coronation Street, it’s on four times a week and there’s loads of people who watch it all the
154 time and they know now, its drummed into them, who sponsors it

155 JT: So can you think of, off the top of your head, not including these ones here, can you think
156 of any memorable sponsorships on TV that sort of you yourselves have really taken notice
157 of – or if these are the only ones that you know of

158 A1: I think X Factor

159 C3: But only because I think I remember you said it at the beginning

160 B2: There’s Coronation Street, with the Cadburys Cream Egg

161 D4: No they’re not Cadburys any more, they’re Harvey’s Furniture

162 B2: But at Easter when they did the Cream Egg’s you knew it was Cadburys

106
163 JT: So Cadburys really stuck out in your mind as one? Why did it stick in your mind? Generally,
164 like why were they memorable to you?

165 B2: Always makes me want chocolate, I think its because its a renowned brand, and as we said
166 its on four times a week and if your just sitting there with the TV on in the background

167 JT: If someone said to you that maybe you remember them more because they were products
168 that suited your needs as a consumer, would that sort of make sense to you – I mean as you
169 said, you always remembered it because it made you want chocolate

170 B2: Not really because, like, that perfume brand sponsors 90210, and I always remember it and
171 I don’t know why, but I've never gone to see what that products like, I’ve never looked at it
172 in a shop or anything

173 C3: The only reason that I remembered that, I mean I knew the perfume sponsored a show I
174 just cant remember what it sponsors because I never watch that show, I only knew because
175 I have that perfume and its not often advertised, a lot of many people don’t know about it,
176 so when I saw it I thought that's weird, I've got that perfume, but I didn’t know the
177 programme because I don’t watch it. But if that was a programme I watched, then I
178 probably would remember that one.

179 JT: Ok, one of the other theories is that brands can kind of share in the image of the TV show
180 that they are sponsoring, so with Hollyoaks for instance, Hollyoaks is quite a fresh young
181 programme and Wrigley’s Extra want to kind of share in that image and want to be seen as
182 the same thing so that's why they might have chosen to take sponsorship with that
183 programme. So on that basis if there were any negative issues with either the brand or the
184 TV show they sponsored, do you think that would sort of blend into your image of either
185 one

186 D4: Your perception?

187 JT: Yeah and whether it would affect your purchase behaviour or anything like that

188 B2: I don’t think it would blend into mine but I think it would blend into a lot of peoples who
189 maybe aren’t as media aware, or haven't studied media before

190 C3: Or maybe, I think it depends on how negative it was. If it was just like a story line in
191 Hollyoaks or something then you know its going to be controversial, that's what they’re
192 there to do, it probably wouldn’t affect your image of the brand, but if it was something
193 that, I don’t know, happened

194 B2: Like something one of their actors did

195 C3: Yeah, like maybe if it was really hard hitting or something, maybe it might effect

196 JT: And, would that work again vice versa, if there was something wrong with the brand, would
197 it stop you watching the TV show?

198 Group: No

107
199 JT: Ok, so does anyone have anything to add to this or anything? Hold on a second

200 [Session interrupted by someone at the front door]

201 JT: So do you think there's any real difference between this and advertising, or whether
202 basically it’s just the same thing?

203 B2: I think with this you are more likely to recall it, because with advertising there are so many
204 ways you can miss seeing it – if you don’t pick up a magazine or don’t stay in the room for
205 the advert breaks then you’re going to miss seeing it, but if you’re waiting for your
206 programme to come on then you know its about to start when you see the brand

207 D4: That's the thing about sponsorship; its guaranteed coverage isn’t it

208 JT: Ok, great, so we are going to move on now to the final section, from broadcast sponsorship
209 to brand image and how that relates to everything we have discussed. So apart from the
210 definition that I gave you earlier, how do you all perceive brand image, what do you all
211 perceive it to be? So when someone says brand image to you what do you think

212 C3: Like everything, like if someone said a brand to me, it would be everything I could think of,
213 everything that I have ever know, either me knowing or something someone’s told me,
214 anything that I would associate with that brand

215 A1: Any past experience you have had with the brand or any interaction

216 JT: Off the top of your heads, using what you know about brand image, why do you think its so
217 important for brands to have a good brand image

218 B2: It promoted the products they’re selling

219 C3: I think it depends on what the product is, because depending on the brand image, the
220 brand image can go past the product, so if people aren’t buying the product for the sake of
221 having the product, they are buying it to have the brand

222 B2: So to look good

223 D4: Its aspirations isn’t it

224 C3: Yeah, it’s about looks rather than if they actually want that product

225 JT: So they kind of want the identity that comes with it

226 C3: Yeah and I think it depends on one who the person is and two what it is

227 A1: Someone will pay that little bit extra just to show they’ve got that brand whereas others
228 won’t

229 D4: Its builds a kind of lifestyle, it builds that lifestyle and creates a lifestyle identity or image
230 out of it

108
231 JT: So as consumers, how do you respond, if at all, to brands that use broadcast sponsorship to
232 alter their image, so do you feel that brands that use this form of sponsorship are stronger,
233 or do you just feel that they have more money that other brands or how do you perceive
234 brands that use broadcast sponsorship?

235 A1: I think it does kind of probably seem like it does have more money because they are able
236 to get their name on to a programme, so

237 JT: And because of that feeling do you sort of feel that maybe they are better brands because
238 they’ve got the more money to do that?

239 A1: Yeah I suppose so, I don’t know if it would affect me going to buy that, but I suppose some
240 people they would view that as the better product in that range

241 B2: I don’t know about if I agree with that because like Appletiser, the only time I've ever seen
242 them advertised is when they sponsored friends, other than that I don’t think I've ever seen
243 an advertisement for them, so in that respect that makes me think its the only form of
244 advertising they take, maybe because they think its the most coverage and the most cost
245 effective

246 JT: So as a brand you would probably think more of them if they took traditional advertising as
247 well

248 B2: Yeah I think a mix of advertising rather than just one specific form

249 JT: Any particular reasons for that?

250 B2: Just because as I said I've never seen, the only reason I know of Appletiser is because of
251 their link to friends, I haven’t seen it anywhere else

252 C3: I don’t think I care if its advertised anywhere, like I don’t think it would bother me, like, I
253 like Appletiser because it tastes nice – it wouldn’t bother me whether they sponsored
254 Friends or not

255 A1: I just know Appletiser from when I was little

256 C3: Yeah, from when I was a kid, and Herbal Essences, you see the advert but I still don’t use
257 the shampoo, it doesn’t make me want to buy it

258 D4: I find its more whether people recommend things to me, I would be more interested in
259 them, rather than like if they sponsored a programme it doesn’t really bother me, yeah it
260 gives you a bit of familiarity with the brand, but it wouldn’t persuade me to go and buy it
261 because I watch a certain programme

262 JT: So do you think then that broadcast sponsorship has any effect on brand image or is it
263 literally just a way to get brand awareness

264 D4: It depends on quite the person, it’s personally opinion isn’t it, you can’t really generalise it,
265 just because it doesn’t affect me doesn’t mean it doesn’t affect other people who may have
266 the same demographics as me, it’s kind of like, its personally preference really isn’t it

109
267 B2: I think it’s just an easy way of getting your brand shown a lot, but to how affective that it
268 and, it’s probably more of a reinforcement? Kind of in somebody’s mind rather than it
269 makes them want to go and buy

270 A1: Its maybe a bit like a trigger that you don’t maybe realise, you know you don’t really realise
271 you’ve seen it, but if you went into a shop you’d be like ‘oh yeah I've seen that’ or ‘maybe ill
272 get that one’ – I don’t think it would personally affect me but I think its definitely personal
273 specific to the individual

274 C3: It must do something otherwise no one would do it, like it must be effective because
275 whether we think it is or not, because otherwise no one would do it

276 JT: It’s quite interesting that you said it reinforced the feelings that you had, does anyone have
277 anything to add on that?

278 D4: Yeah, it wouldn’t change my mind when purchasing, if I like a product than it would
279 reinforce those values and why I like the product but it wouldn’t change my opinion on
280 brands that I would never use or that I don’t particularly like or anything

281 JT: So just building on what you’ve said there, if you like a product but then it sponsors a TV
282 show you really don’t like would that alter your perception of the brand in anyway?

283 D4: I don’t know, I mean for me there is no real TV programme that I really dislike, but I mean,
284 it’s really difficult to explain, I don’t feel it would change my perceptions of that product but
285 it wouldn’t reinforce my negative values or ideas against that brand or anything or it
286 wouldn’t make me feel bad about that product because it sponsored a programme I don’t
287 like, I don’t know

288 C3: If I didn’t like a programme I probably wouldn’t watch it so I probably wouldn’t know who
289 sponsored it

290 JT: Now I'm sure all of you know that a while back there was obviously the Big Brother race
291 row, and because of that, Carphone Warehouse stopped their sponsorship of Big Brother
292 because they didn’t want to be involved with any negative connotations with that TV show,
293 so what do you think about that? Do you think its possible for that sort of image to spread
294 or that they shouldn’t have bothered to stop their sponsorship because it wouldn’t have
295 altered people’s perceptions of them

296 B2: I think people expected them to stop just because, I think in terms of society I think people
297 are narrow minded and as soon as you say oh Big Brothers having trouble in race relations,
298 like everyone and everything connected to Big Brother is automatically a racist, so I think a
299 lot of small minded people actually would have gone ‘hmm Carphone Warehouse is
300 connected to that, I don’t want anything to do with it’.

301 A1: I don’t think it would, I just wouldn’t associate anything to do with Big Brother with
302 Carphone Warehouse, it just wouldn’t change my opinion, it’s just a part of Big Brother
303 what happened

110
304 C3: I don’t think it’s so much a part of TV sponsorship, but maybe with celebrity sponsorship,
305 like with the whole Kate Moss and Rimmel thing, I think that's more they had to pull out
306 because it’s about her, whereas when it’s a TV show they can’t control it, or they do it to
307 shock, the brand and the TV show, they aren’t necessarily connected

308 A1: I don’t think they are linked; it’s just their way of advertising

309 D4: Although negative associations might pass on to the people who aren't that aware, like we
310 are

311 B2: Yeah I think we are quite media aware

312 JT: Ok, so we are going to do a quick brand image test so get your pens out again, basically
313 what I'm going to do is I'm going to show you six images, all separately, one at a time and
314 you can see the titles of the images I'm going to show you on your sheets, and under each
315 of the titles id like you to write five words that describe the person who would use this
316 product or watch this show. Those words can reflect absolutely anything from personality
317 traits to demographics, to jobs, geographic location, anything you think of when you think
318 of the person who uses that product. So an example would be old fashioned / modern,
319 smoker / non smoker, business man / student, from the north / from the south, anything
320 that you think of. So the first one is Cadburys

321 C3: Is it about the person who consumes it or about their image?

322 JT: The person who uses that product, so when you think of the person who uses Cadburys
323 chocolate, what is that person in your head

324 [Group is Writing]

325 JT: Is everyone done with that one?

326 [Group Agreement]

327 JT: The next one is Toyota Aygo, so who in your mind drives that car

328 C3: I don’t even know that car

329 JT: Well it’s whatever comes to mind when you see that logo

330 C3: I don’t know why I think this but I do

331 JT: Everyone done? Next one is Givenchy perfume, so who do you think would buy that and
332 use that perfume

333 [Group is Writing]

334 JT: Everyone ready?

335 D4: I only got four again, oh wait I have a fifth one!

336 JT: So now we are onto the television shows, who do you think would watch T4?

111
337 A1: My range of words seems to be a bit limited!

338 JT: Everyone ready? Ok, next one is, Coronation Street

339 [Group is Writing]

340 C3: It’s funny, with the Toyota one, I just looked back at the word I’d written down and some
341 of the words I've put aren't describing the person they are just describing the car, like small
342 and new!

343 JT: Everyone done? Then the final one is, Beverly Hills 90210 – the new version. OK so, how did
344 everyone find that? Which ones were easiest, which ones were hard, and why were they
345 hard?

346 A1: I think Toyota was hardest

347 D4: Yeah, because I don’t really know that brand, other than of course Toyota sponsor T4

348 JT: Yeah, if you see, the images I gave you are actually paired with their sponsors, even though
349 Cadburys aren't the current sponsor of Coronation Street

350 C3: How I have described my Toyota does not match at all to my T4 person

351 JT: Well that's what I'm really trying to find with this, I'm trying to see if the image of the brand
352 shares the image of the TV show and how they match together

353 B2: Well that's a certain brand of Toyota, not Toyota as a whole, so they target different
354 people and I would say that specific Aygo is targeting a young person whereas a Toyota
355 Avensus would be more family orientated

356 C3: Yeah I just think, even my impression of that doesn’t go with my T4 person – I would not
357 buy one of them. My Givenchy and Beverly Hills matches perfectly

358 A1: Yeah mine does to, although my Cadburys and Coronation Street do not

359 B2: They kind of do, they’re both female

360 A1: Aw I put grandma as Coronation Street

361 C3: Oh see I've got mums for Coronation Street and younger for Cadburys

362 JT: Ok, one of the reasons Cadburys originally undertook the sponsorship with Coronation
363 Street is that they were both seen as stable, British brands

364 C3: Well, I've put loyal under Coronation Street, because I think people who watch it are quite
365 loyal

366 A1: Yeah same, I haven't written it under Cadburys but I think they are quite loyal too

367 JT: So would you say that looking at the images here, the sponsors tend to have at least a
368 partial strategic match to the TV show

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369 D4: I think maybe in some cases, some of them don’t seem right though

370 JT: Do you think with the T4 one that it might be due to you not being interested in the car
371 because it’s not a purchase you are all looking to make

372 C3: I've put though for my T4 person like they are young, individualist, music lover, id say
373 something like an Apple Iphone would go much better with like my T4 person, you know
374 quite gadget orientated, but not on a car front, more like on phones, more younger

375 B2: Yeah I don’t think they would spend that amount of money on car

376 C3: Young people spend loads of money on phones, more than their disposable income, but
377 they won’t have the money to buy a brand new car

378 A1: I would say because students watch T4

379 C3: I find it funny that before you put them in the pairs; none of us had gone ‘oh look’

380 B2: Yeah that they all go together

381 C3: Yeah and we are all writing about them but none of us had actually realised they go
382 together, even though we knew they sponsored each other you just don’t think of it when
383 they’re in front of you

384 JT: Do you have any thoughts on why that might be?

385 B2: You're not really aware

386 A1: But I really do know T4 and Aygo, because they do it every time before a programme and I
387 think of it in my head, but still until you put it together I just didn’t link it

388 C3: When I see the programme I know its sponsored by that person, but if you take them apart
389 I cant necessarily say they sponsor them, they sponsor them

390 B2: But is that because of your perception of the brand and the programme

391 C3: What do you mean

392 B2: Well you said Toyota was male

393 C3: Yeah but then I watch Coronation street and with Cadburys I can relate to both, but I still
394 didn’t twig that, even though its quite well known, but even when its all laid out, nobody
395 spotted that they go together

396 JT: Ok so as a sort of blanket statement, would you agree or disagree that broadcast
397 sponsorship enhances brand awareness

398 B2: I think it does actually

399 A1: It works with raising awareness, but I wouldn’t go into a shop and be like I want to get that
400 one because I saw it on a programme

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401 JT: So how strong do you think the link is between sponsorship and purchase behaviour?

402 B2: It depends on the consumer and their age

403 A1: Also what they’re advertising, like Cadburys they are just advertising Cadburys, its not
404 going to make me want to go and buy a chocolate bar, but if they advertise a specific new
405 one then I would probably go and buy it

406 C3: Yeah, if its just the brand in general then no but if its specific thing that's maybe new then
407 like id be like oh I haven't tried that I should go and try that, but I can think of adverts more
408 than sponsors off the top of my head because I can think of the story line and that's what
409 makes me remember, so I find sponsorship hard because most of them are not doing
410 anything, its more of a flash up of the brand rather than a detailed advert

411 JT: Do you think there is a difference between high risk and low risk products being promoted?

412 C3: I think if it is something like a new perfume then ill go into a store and smell it and try it but
413 it wouldn’t make me buy it just because it was lower risk than a car

414 JT: So it would be more successful at creating sampling and trial than actual purchase

415 D4: Yeah definitely

416 JT: Right, that's brilliant, that's it then, thank you very much for taking part everyone.

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 Appendix 4: Focus Group 2 Coded Transcript

1 JT: So basically what I'm researching is the effect of broadcast sponsorship on brand image and
2 brand awareness relating it to consumer purchase intention and things like that. We are
3 going to start off with a little chat about brand awareness, and then do an awareness test –
4 it’s really easy though so don’t worry about it! Then a chat about broadcast sponsorship
5 and brand image with another little brand image test at the end. So for the benefit of the
6 tape I need to say that some of the sponsors I've used are not current, they are very recent
7 but in some cases not current. This is because I want to use long standing sponsors only for
8 the sake of the project, but I will let you know when that happens. So, to start with, can you
9 each say something for the tape so I can get an idea of your voices, just your name and an
10 example of broadcast sponsorship that comes to mind?

11 E5: Hello, I'm E5 and I can think of Hollyoaks and Wrigley’s Extra

12 F6: I'm F6 and I don’t think its current but Coronation Street and Cadburys

13 G7: My name is G7 and I’ll have Orange and the Bafta’s

14 H8: I'm H8 and I’ll say the T4 and Toyota

15 I9: I'm I9 and I'm going to say that wine that goes with Friends, Jacobs Creek, that's it

16 JT: Ok, brilliant, so to start off with let’s have a quick chat about brand awareness, basic
17 definition just so you all know a consumers awareness of a brand, so its the ability to recall
18 a brand when your aided or unaided, which is when your given a descriptive term like a
19 makeup brand or a brand of crisps, things like that. So what are people’s general thoughts
20 on brand awareness and its importance to a brand, any general thoughts at all to begin
21 with?

22 G7: From a company’s sense or from a consumer’s sense?

23 JT: From the consumer’s sense

24 G7: oh ok, well I find it good because I don’t really buy branded stuff in the UK, but when you
25 go abroad and say you just want some toothpaste or something, you buy something branded
26 because you recognise it and you trust it so

27 H8: yeah, I think with brands, if you see it quite a lot I think you can build up an image, like
28 you’ll instantly remember that over something else, with like if you see a brand on telly all the
29 time, if its just in the background and you’re just hearing it all the time, I think that will stick in
30 your mind when you are shopping, more so than if you just see it

31 G7: Certain stuff I think it just goes in without you even realising it as well, and then you kind
32 of start talking about it and then you’re like ‘oh, I actually do know about that’, like with the
33 Toyota car you said you watch so much T4 and stuff it just kind of goes in

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34 [Group Laughs]

35 JT: Ok, so do you find brand awareness to be an important factor when you sort of go to buy a
36 product or do you look for other values such a price or sort of anything else like that

37 F6: I definitely look for price when I'm shopping, I think that's my main, being a student, my
38 main influence, but then if it has come up a lot on the telly and has been promoted more and
39 more I'm also more inclined to buy that as well because what you said before about having
40 trust in it and for it to be a reputable brand, think that would persuade me to

41 G7: Yeah, I agree, I’d go by price as well, but also from the look of it, I'm quite, I know they say
42 don’t judge a book by its cover but if it looks good then I’ll buy it, so I think that helps,
43 especially like, it kind of helps when their advertising is really good as well I think because it
44 sticks in your memories like as quite a good brand

45 JT: Do you find advertising generally to be very similar to broadcast sponsorship, like would
46 you class them to be basically the same thing as a consumer or do you see like how they are
47 separate promotional tactics

48 G7: Yeah I’d say they are basically the same ting

49 H8: Yeah me to, I wouldn’t think of them as different but I think that's just because if I saw it
50 on TV I would think it’s like an advert so I’d class it as an advert, no matter what it was to do
51 with and what it was linked to I’d still see it as an advert

52 G7: Yeah because you always think the reason why they’re sponsoring it is just to advertise
53 their brand anyway so

54 JT: Ok, so when you think of broadcast sponsorship what kind of products do you think of like
55 what genre of products do you think of most?

56 I9: Cars

57 H8: I think of cars only because I think I must watch T4 a lot because that's what sticks in my
58 head, but cars do do it for like quite a lot of things

59 I9: Mobile phones do it a lot though, Vodaphone and like

60 E5: I’d say mobile phones as well

61 G7: I’d say more drink, like alcohol and stuff

62 F6: I think beauty products as well but that's maybe because I watch a lot of things like
63 Desperate Housewives, and they’re with Herbal Essences, sort of girlie programmes, so they’re
64 targeted more to that sort of target market

65 G7: Yeah, I think as you said it kind of depends on what you watch, because a lot of sports are
66 all about beer and like Friends, as you said, with wine and stuff, like socialising and things like
67 that

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68 JT: Right, so we are going to do the awareness test, basically there are twelve images here, six
69 are brands and six are television shows that they sponsor and on the first section of your little
70 sheets I’d just like you to match up the brand to the TV show

71 H8: So you are going to show us them one after the other?

72 JT: No I'm going to show you them all at once and you just have to match them

73 H8: Oh I see

74 [Group Laughs]

75 [Group is Writing]

76 H8: I don’t think this is right!

77 JT: It doesn’t matter if they are wrong, its literally just to test your awareness of the different
78 brands and sponsorships that are on TV

79 G7: I watch all these programmes though, that's the annoying thing!

80 H8: Yeah I know! I'm going with this, I think I've done it completely wrong but I'm just guessing
81 – oh no I've put that for two!

82 [Group Laughs]

83 JT: These should be fairly easy because they are all programmes aimed at women

84 E5: I think I must watch too much TV

85 JT: For the sake of the tape, this one isn’t the current sponsor; it’s a recent change though. Ok
86 so how did everyone find that?

87 H8: Really hard

88 JT: Why did you find it hard?

89 H8: Well I only really knew two, one because you had said it and I wouldn’t have got it
90 otherwise, and Hollyoaks, and that must be because I watch it so much, although I watch all of
91 these things so I'm quite surprised I didn’t pick up on it

92 E5: I think it’s because they change it so often, I mean they have changed this one three times
93 since that one

94 G7: And they always play the old episodes of friends as well, so you never know which one it is

95 E5: That's true, and with Sex and the City, the film is sponsored by Galaxy but the TV show is
96 sponsored by Baileys, so it can be a bit confusing

97 JT: So were there any that people found to be really easy?

98 H8: Hollyoaks

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 99 E5: Probably Herbal Essences and Desperate Housewives

100 F6: I found Loose Women really easy as well just because I watch it every day and the advert
101 really annoys me

102 H8: What is Loose Women?

103 E5: Its Malteesers, it’s about playing jokes on people

104 F6: It’s a panel of women who gossip

105 G7: I only really remember the funny ones, like that's probably why I said the alcohol ones
106 because the beer ones are hilarious so I remember them

107 [Group Laughs]

108 G7: Like these ones I don’t really, but then again I didn’t remember Baileys

109 H8: Who is Baileys?

110 F6: Sex and the City

111 E5: Yeah I didn’t know that one but its the only one I had left

112 H8: Oh, I put it with Friends! I had no clue!

113 G7: Isn’t Baileys also the current one for ITV Premiere? Yeah, so it is kind of confusing

114 JT: Ok, well that's that bit done, unless you want to go through your answers and check if you
115 have got them right?

116 G7: Yeah I kind of do

117 [Group Laughs]

118 JT: Ok so Baileys was with Sex and the City, Desperate Housewives was with Herbal Essences,
119 Hollyoaks was with Wrigley's Extra, Friends is with Appletiser, Loose Women is Malteesers and
120 Gossip Girl is the fragrance

121 G7: I got them all! I got them all! I thought I was crap at this!

122 [Group Laughs]

123 H8: I can’t believe I only got 50% that is bad!

124 JT: Ok so moving on from this lets have a quick chat about broadcast sponsorship. So the
125 definition is really simple, it’s basically a brand that sponsors a TV show, that is the definition
126 of broadcast sponsorship. So to begin with, does anyone have any general ideas about
127 broadcast sponsorship and why brands choose to undertake it or if it’s important

128 E5: It’s good so the brand can match their target audience with the TV shows, so Wrigley's
129 Extra will want young people, who are the ones who watch Hollyoaks for example

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130 JT: Do you think that fit is important, do you think there are any here that don’t really fit?

131 E5: I can see why they all fit actually

132 [Group Agreement]

133 E5: Maybe the least fitting would be Baileys and Sex and the City

134 F6: I was going to say Friends and Appletiser

135 H8: Yeah that's what I was going to say because I don’t think that's very

136 F6: I thought Jacobs creek fit better than that one; I don’t see why they would change it

137 JT: So broadcast sponsorship has become a lot more popular in recent years as a sort of
138 promotional tactic, why do you think that is

139 E5: Cheaper than advertising

140 G7: I guess like you can get more coverage and stuff because with things like TV you know you
141 have a captured audience whereas like different kinds of advertising can be ineffective and
142 stuff depending on where it is

143 H8: I think sometimes when its adverts you go out of the room and do stuff, whereas if you’re
144 waiting for the programme to start and there's a sign that the programme is, you’re probably
145 going to take it in, even if you go out of the room for the rest of the adverts, you will see that
146 one because it’s the end of the programmes and you will still be there

147 F6: Especially if they have breaks as well because you will see them then when they play it
148 about four times during that programme

149 H8: Like Desperate Housewives, you know you will see it and then flick over for like five
150 minutes whilst the adverts are on but you will always see that one because it’s the sign of the
151 end of the programme

152 G7: So like all the other adverts lose out really because you just flick over straight away

153 E5: A lot of people are using Sky now as well for recording programmes and skip the adverts
154 out but sponsorship is always on that recording so they always see that and miss out the
155 adverts, I think they are called PVR’s – personal video recorders

156 JT: So like Sky plus and stuff

157 E5: Yeah

158 JT: So can anyone think of any memorable campaigns like for TV sponsorship?

159 H8: Aygo, by Toyota

160 E5: That's really it for you isn’t it!

161 [Group Laughs]

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162 H8:Its just because I see it all the time, no matter when you flick channel four on its always on

163 E5: That is true, for about five hours every Sunday and Saturday

164 [Group Agreement]

165 G7: I would say that I remember Baileys with ITV premier the most, just because it’s really
166 annoying, when you’re trying to watch a film you’re like oh man! When it has adverts and stuff

167 E5: Oh actually, Stella Artois and channel 4 films as well, only because it went on for years and
168 I just remember having it on all my films that I recorded like years back

169 JT: So the ones that you’ve mentioned, why do you think they are so memorable to you, sort of
170 what aspects of them kind of what aspects of them made them stick in your mind

171 G7: Well the Baileys one, like Baileys hot chocolate, like you said, you kind of think, ooh that
172 sounds good, like things like that which add something, you kind of want to try it out because
173 it sounds good, but you never would have really thought about it before. Things that are really
174 funny as well, like the beer adverts and stuff, but other than that I don’t really think it sticks

175 H8: Yeah I think with the Toyota one, I think with the theme, like not the music but how they
176 say it just sticks, that noise and then how they say it is just really memorable

177 JT: So do you think though that it has anything to do with how the product relates to your
178 personal needs as a consumer, so say you would remember a perfume sponsorship more if
179 you needed a new perfume, or do you think that just has nothing to do with

180 E5: I don’t think so, because I watch Desperate Housewives so many times and I've never
181 actually wanted to buy Herbal Essences

182 H8: And I use Herbal Essences and I never really though oh that's my shampoo

183 G7: Yeah I don’t really ever make that connection, like yeah I want to buy that now, but with
184 the Baileys, I would actually want to drink that, that's kind of different

185 H8: Yeah I would kind of like to drink Baileys hot chocolate, and it does make me think of the
186 ITV ones, but I think that's because of how its set out, with them sitting together all cosy in
187 front of the film, it’s quite nice

188 G7: Although, and saying that, the Aygo by Toyota one, I would probably, I don’t know I think
189 they look quite nice

190 JT: Ok, so what do you think brands get out of broadcast sponsorship, how do you think it
191 improves brands or helps them with the way consumers sort of choose to purchase products?

192 F6: It definitely helps to raise awareness when people are making their purchasing decisions,
193 that brand might stick out to them amongst the other brands, because they are being, the
194 brand is being reinforced every time they watch the television programme, so I think that's
195 definitely a factor

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196 E5: I think it’s probably an image thing, so I guess they are saying, if you use Herbal Essences
197 then you will be like one of the women from Desperate Housewives and that kind of thing, so
198 people are aspirational, but obviously I don’t believe that, but that's the kind of thing they’re
199 trying to do I think

200 G7: Or if they are trying to change their target audience then they might like pick a certain type
201 of film or programme that they think certain people can be reached, but I don’t think that's
202 really that effective though because if you associate a brand with a certain type of people, you
203 won’t buy that brand if you’re not that kind of person

204 JT: One of the concepts I'm exploring is the sharing of images so whether the brand can share
205 the image of the TV show by sponsoring it and vice versa. So what do you sort of think of that
206 concept, do you think that by Wrigley’s sponsoring Hollyoaks they have actually shared in the
207 image of Hollyoaks?

208 E5: I think that they have because with extra it’s about being young and being attractive, and
209 that's what everyone’s like in Hollyoaks so people think with Wrigley’s you’ll become good
210 looking, and with Malteesers, its meant to be cheeky, and the presenters on Loose Women are
211 sort of tend to be cheeky and fun loving, so I can see how it works

212 JT: So do you think, taking that idea further, if there were any negative issues to do with either
213 the brand or the TV show, do you think that would extend to your opinions of the sponsor or
214 the sponsored show as a consumer

215 F6: I don’t think it would, because when that whole Big Brother race row and Carphone
216 Warehouse came up, and Carphone Warehouse pulled out, it didn’t turn me against Carphone
217 Warehouse in any way because of the bad publicity that big Brother was getting, because
218 although the two are sort of connected, it didn’t really, I mean I don’t think it really affected
219 the brand at all

220 H8: I don’t think that if Hollyoaks did a really bad storyline and got really bad ratings and I
221 don’t think that would make me think any differently about it, just because I don’t think my
222 opinions would stretch that far, I think they are just limited to the programme

223 G7: Yeah because when you’re buying the actual product you don’t think about the sponsor

224 H8: Yeah, you don’t go ‘oh I saw this on Hollyoaks’

225 G7: Yeah it might remind you when you’re watching it but it wouldn’t go any further than that

226 JT: Do you find that if there is a TV show that you really don’t like, do you then not like the
227 brand that are sponsoring it just because they are connected to it or

228 H8: If it was a show I didn’t really like then I wouldn’t watch it and I wouldn’t know who
229 sponsored it, so because if I really didn’t like it to be honest, I mean the ones I do watch I
230 haven't been able to recognise so if I didn’t watch the show anytime then I wouldn’t have a
231 clue what sponsored it so I don’t think it would affect me at all

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232 JT: So flipping that round, and one of the interesting things that came up in the last focus
233 group, was if there was a brand you really like but then it sponsors a show that you really don’t
234 like their kind of opinion of the brand might go down a little bit

235 H8: I don’t think it would, like I can’t really say because I don’t think I have ever experienced it
236 but I don’t think it would because I don’t think I would ever make that association when I'm
237 buying something

238 G7: But then like you said if they placed it so it’s kind of relating it to the programme, then the
239 chances are you’re not going to like the brand anyway because it’s not aimed at you

240 JT: Right so moving on from broadcast sponsorship, if we can move onto brand image, so the
241 basic definition of brand image is the sum of a consumers entire experience with the brand, so
242 it involves psychological feelings towards it, it involves physical experiences, reviews from
243 people you know, absolutely everything that comes to mind when you think of a brand. So as
244 consumers, how do you all respond to brand image with your purchase decisions. So like when
245 you walk into shops and you see the shelves of products, how does brand image play into your
246 decisions

247 H8: I think with some things, like there are some things I wouldn’t buy unless it was a certain
248 brand of something, but most things I would go off price, or if there was some way of money
249 saving, I would buy that rather than looking for a brand and there are some things like certain
250 makeup items and certain things that I would only buy a particular thing because I know I like
251 it and I know that's what I use so, I think it does vary with what you’re buying

252 G7: And like habit and stuff, like at home your mum always buys a certain brand of something,
253 when you come here like you don’t know what to buy so you kind of buy that because that’s
254 what you’re used to

255 H8: And you know you like it

256 JT: So taking that into account, do you think brand image is important for brands to manage
257 and control, sort of why is brand image important

258 G7: I guess like in a way you don’t want to be seen as buying something that's rubbish

259 E5: I guess brand image, from the organisations point of view, is how they position and what
260 target audience they select, I mean you can’t position it to everyone so you are going to pick
261 one specific group of people to make sure they attract them, so that's the advantage for them

262 F6: I think they need a strong brand image as well to stand out sort of amongst competitors, so
263 with like Herbal Essences, there are so many brands of shampoo, but if they are reinforcing
264 their brand into the same target audience as another brand then they might have more of a
265 chance in changing consumer purchase decisions to make people buy them instead

266 H8: Especially if their prices are about the same and you’re picking one or the other, if it’s
267 down to that point and you’re picking out of brands that are similar in price, I think you would
268 go for the one that you know more about, because you have got a lot more trust in them than
269 you have with the other ones that are around the same price obviously if that wasn’t a

122
270 determining factor I think you would go on what and how you perceive them to be compared
271 to the competition

272 G7: I think from what I've found is that with my brothers, if I'm going down the shop and they
273 ask me to pick something up for them, they would ask me to get a certain brand rather than
274 just say oh just pick up the cheapest one because, I don’t know, it’s something about it being
275 easier or it just seems to go in or something

276 JT: So as consumers, how do you respond to brands that use broadcast sponsorship to sort of
277 try and manage their image, so do you feel that brands who are able to do broadcast
278 sponsorship, do you feel they are stronger or maybe more successful

279 G7: Yeah I would definitely say they are stronger because it can’t be cheap to sponsor,
280 especially to sponsor big programmes and stuff that obviously have a lot of competition

281 JT: So as a general blanket statement, would you say that broadcast sponsorship does affect
282 brand image when it comes to purchase behaviour

283 E5: I think if you’re not advertising and you’re only sponsoring then yeah it will make a
284 difference, I mean obviously there is a difference between sponsorship and advertising
285 because with sponsorship you are fitting your values with the programmes values but its still
286 the same thing, its raising awareness and repeating a message so I don’t see how it would
287 differ in maybe making purchase decisions at all

288 F6: I think advertising has got the chance of making a bigger impact if like, with T-Mobile
289 making their viral, you’ve got two minutes or however long to create the message and get it
290 out there and to do something, like with the bouncy balls to do something memorable
291 whereas with sponsoring you’ve just got that ten second short, so there's only so much they
292 can do

293 G7: Yeah they’re quite limited aren't they

294 F6: Especially if they want to make them memorable

295 E5: But with X-Factor you know there was, I can’t remember who sponsored it but all I
296 remember is the little bird, but I still don’t know who sponsored it

297 H8: I think it was Carphone Warehouse

298 E5: Yeah but I couldn’t remember the brand, all I could remember was the little singing bird
299 short, so for brands that could be a problem

300 H8: Yeah if it doesn’t show properly who it is then you’re not gaining anything from it as a
301 brand as a company you’re not gaining anything, even though its memorable, it’s not
302 memorable for who you are

303 G7: And like if it’s constantly repeated like with the Friends thing, because Friends is on so
304 often it can get a bit irritating, I think there is a fine line between funny and annoying, I think
305 it’s quite difficult to get it right as a brand

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306 JT: Ok, so building on all this we are going to do a little brand image test, basically what I'm
307 going to do is I'm going to show you six images, all separately, three are of brands and three
308 are of TV shows and on your sheets you will find five lines under each of them and I’d like you
309 to write five words that you feel describes the person that you feel uses that product or who
310 watches that show. This can be anything from personality traits, to demographics, what you
311 might think their job would be, where they might live anything you feel that connects the
312 consumer to that brand. So the first one is, Givenchy perfume

313 [Group is Writing]

314 JT: Right, has everyone got them?

315 G7: Is it the brand or is it that actual perfume in the advert?

316 JT: It’s just the brand in general. Right, the next one is, Coronation Street, so describe the
317 person who watched Coronation Street

318 [Group is Writing]

319 H8: This is really bad because I actually watch Coronation Street and I haven't put anything like
320 what I'm like

321 JT: Don’t worry there's no right or wrong answer

322 H8: I9’s much more diplomatic than us!

323 [Group Laughs]

324 JT: Ok, so is everyone ready for the next one? Ok, the next one is Toyota Aygo. So when you
325 picture someone driving a Toyota Aygo, who is that person?

326 [Group is Writing]

327 G7: I'm kind of in two minds about what the person would be like

328 F6: Yeah I'm the same, because mine doesn’t really fit with the sponsor or who I thought it
329 would be

330 JT: The next one is Cadburys, so who do you think eats Cadburys

331 G7: I don’t know why I think this, but it’s the first thing that came to mind!

332 E5: What is it?

333 G7: A cat lover!

334 [Group Laughs]

335 E5: This is a hard one!

336 JT: Ok, the next one is Beverly Hills 90210 – the new version.

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337 F6: What the type of person who watches it?

338 JT: Yeah, the person in your head who watches Beverly Hills, so what are they like, what do
339 they do, where do they live, its anything from their sporting habits to whether they smoke or
340 not, absolutely anything that comes to your mind

341 [Group is Writing]

342 JT: And the final one is T4

343 E5: I think this one is really difficult

344 H8: This is definitely harder out of the two tests

345 JT: Right, so is everyone done on this one? Ok, so how did everyone find that, difficult, easy?

346 E5: It was alright, but it’s something you never really think about

347 H8: I think sometimes you think of the common association and write it down but then you
348 think oh actually I watch that and I'm definitely not an old granny with curlers in her hair!

349 [Group Laughs]

350 JT: That was one thing I was going to pick up on, you said you watch Coronation Street but the
351 person you described was

352 H8: Yep I put a mum or a granny with curlers in her hair from up north

353 JT: So why do you think there is that difference between the image of the programme and you
354 knowing that you watch it

355 H8: I think it’s just because when you watch it and see who’s on it and you think people who
356 are like them will relate to it and they’re kind of, ok its getting a little bit younger now, but in
357 my mind very old and still very mumsy. So you think people who are like that watch it and you
358 forget that you watch it yourself

359 F6: You think of the stereotypes as to what that person would be as opposed to what you
360 know is true when you watch it yourself

361 G7: But then I do think that about most soaps apart from Eastenders and I watch Eastenders so
362 maybe that's just me being bias because I like ones that I watch but then the others that I
363 don’t watch I just think oh no, old people watch that

364 JT: So as consumers how easily or how regular do you think you actually associate the different
365 factors like awareness and sponsorship and tie them all together, like for this some of you said
366 you had trouble thinking of the words so as consumers how do you think that affects your
367 purchase decisions

368 G7: I think, well with this perfume, I have this perfume but I have kind of described, well
369 actually kind of want to be this person but it’s not me

125
370 H8: But is that why you have the perfume, to aspire to be like that

371 G7: Maybe, maybe I just didn’t realise

372 [Group Laughs]

373 JT: So looking at how you tie these factors together when making your purchasing decisions,
374 the three brands I gave you for the test are actually the three sponsors for the TV shows, so do
375 you find that your person for Cadburys matches your person for Coronation Street

376 G7: You know what, I didn’t even make that connection

377 E5: I didn’t realise they were the sponsors!

378 H8: Mine kind of match, kind of

379 E5: Mine are similar

380 F6: My Beverly Hills and my Givenchy one do but my T4 one doesn’t

381 H8: No mine don’t, because I put business women for Givenchy and students for Beverly Hills,
382 but I suppose they are both girls, pretty, fashion conscious so maybe it’s just a different life
383 stage that they are at for the two things but they are quite similar people

384 JT: So one of the points we made earlier was that sponsorships have to have good fits with the
385 brands and they tend to share the images so technically brands should have the same images
386 as the TV shows and yet you have described a lot of them as very different, so how do you
387 think that all fits in, why do you think that's happened?

388 H8: I think with the Aygo one I put on my T4 that its mainly females but with Toyota its boys,
389 so maybe they are trying to attract that boy audience that does watch T4 and get a few more
390 boys into watching it, like breaking into a new audience, and working from both sides, trying to
391 get the girls who watch T4 into liking the Toyota brand

392 G7: Because in a way they have kind of already got the females

393 H8: Yeah so they are trying to bring more males into it, whereas the Toyota people might find
394 they are attracting more males so trying to bring females into it by being associated with T4

395 JT: So in the case of Cadburys and Coronation Street which a couple of you described as very
396 different, why do you think they fit so well together when the images you have of the people
397 who use them are so different

398 E5: I think it’s their Britishness actually and Cadburys is built on community as well with the
399 Bourneville village and Coronation Street is about community so I think it’s that

400 H8: I think they also did it to try and bring about a younger audience, because I associate
401 Cadburys with younger people so it’s more likely to attract younger people to the show seeing
402 that they are connected to it

126
403 F6: Yeah because Heartbeat used to be sponsored by Yorkshire tea and I just saw that as really
404 old and drab and that was my image of the programme because of it

405 E5: Yeah, I guess if Weathers Originals sponsored Coronation Street it would be different and
406 would seem really old so wouldn’t be able to break into that new younger audience, I never
407 really thought about it, but I guess it does actually matter who sponsors who

408 G7: Yeah when you think about it, if you are watching a programme and they had a
409 sponsorship for one of those chairs that helped you get out of the bath, I think they spent a lot
410 of money and time to make sure it fit well so you don’t really notice, but I suppose if they did
411 completely get it wrong then

412 E5: Doesn’t Harvey’s furniture store sponsor them now? I still find that a bit weird, I mean I can
413 see why they do it but its more oh I might as well do it

414 H8: I don’t see how it has any benefit for either of them really

415 E5: Not really no, because it’s not like buy our furniture and you will have a home like one of
416 these

417 [Group Laughs]

418 JT: One of the concepts described earlier by G7 was that the woman she described for
419 Givenchy, even though you use it, it’s kind of who you want to be so tying that into the idea of
420 broadcast sponsorship do you think it’s possible that if you see a product that sponsors a
421 show, you might watch that show to aspire to be someone who that product envisions, you try
422 and gain the identity of someone who uses that product by watching the show

423 H8: I don’t think you would by watching the show, I think you would more through buying and
424 purchasing it and using it and showing that you have it more than watching the show because
425 really to me, if you want to aspire to be someone you want to show other people that you’re
426 trying to be like that and by watching a show you’re not really showing anybody openly, like
427 whereas if you’re wearing the perfume and people go oh I really like your perfume then you
428 can be like oh its Givenchy, whereas if you’re just watching the programme you’re like oh I
429 watch Desperate Housewives but that's it

430 JT: Ok, so flipping it round, say if you drank Baileys you would become one of the Sex and the
431 City girls, like do you think that's partially what they play on when they take up broadcast
432 sponsorship

433 E5: I think so yeah I mean Dior sponsored the OC, I always thought that obviously there are like
434 13 year old girls that watch that and they’re going to think if I buy that I’ll be like Rachel Bilson,
435 I think it really does happen because they are so impressionable, and also they are probably
436 going to say to the parents I want this perfume and then they are more likely to get it

437 G7: I think that's what I was trying to get at when I said about my brothers, that they see it on
438 TV and they don’t know any other brands or anything so they are just like yeah just get that

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439 F6: I can’t remember what it was but Lambrini used to sponsor something, like a programme
440 with a bunch of girls, fun loving, that sort of thing

441 H8: Footballers Wives I think

442 F6: Yeah maybe, that might have been it, but there was that whole phase of being a Lambrini
443 girl, so that sort of implied that if you buy Lambrini you would become one of those girls

444 [Group Laugh]

445 G7: It definitely works a lot better on younger people

446 JT: Ok, so just kind of rounding up, as consumers, sort of how important is the concept of
447 broadcast sponsorship to you, like how does it affect your purchase decisions, if at all

448 F6: I would say that I don’t think it does have an effect just because I can’t remember going
449 into a store and making my purchase decision based on their sponsor, do you know what I
450 mean. It definitely builds my awareness

451 H8: Yeah, I think it makes me more aware of it, but I think I still buy what I like and what I'm
452 used to buying, so I don’t think it would change what I'm buying, unless it was on offer or
453 something, then I might be like oh I might as well give it a try

454 E5: I think as you said that younger people are more impressionable than us, and they make
455 more impulse purchases with the thinking oh I’ll go out and buy that tomorrow whereas, as
456 you were saying earlier, you look at the product quality and price more than whether it has
457 been on TV or not

458 H8: I think for me it depends on how much money I've got to how much I spend on a brand, I
459 think when you’re younger you don’t tend to buy so much yourself, I mean you’re not buying
460 like food and that kind of things yourself so I think you go oh mum can you get me this and
461 you’re more likely to go on what you’ve seen like through sponsorship than you are, like you
462 don’t actively go to the shop every week to buy stuff, you would just be like oh I've seen this
463 and I really want it

464 G7: I think its much better at creating trial as well, like sampling, because for like Cadburys,
465 when they launched something new, I kind of thought well ok I might as well go out and buy it
466 and try it, but you can’t really do that with a car so I didn’t take it in as much

467 E5: I think it could also work on recommendations, because like with the Aygo, you are
468 recommending something you have seen to match the image of the person you are talking to
469 so you think it will probably be a good choice for them

470 G7: Yeah and with that, because it builds it up as a really strong brand you almost think the
471 product has to be good because they need something to back it up because otherwise you
472 would be left disappointed and then you will tell loads of people that it’s really rubbish, so it
473 kind of makes you feel a lot more secure in your decision because it has built it up as a quality
474 brand

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475 JT: So it kind of builds on existing brand images rather than creating new ones

476 G7: Yeah definitely, although it can get confusing when different brands sponsor the same
477 show on different channels

478 F6: Like with 118118 and the Simpsons on Channel 4 but then it is Dominos on Sky, although
479 the 118118 is really good because its actually promoting their service within the little short by
480 relating their question and answer stuff to the Simpsons

481 H8: I think it depends if you watch it on both but it can give muddled messages

482 E5: Yeah but then again if you are watching it on channel 4 then you probably don’t have Sky
483 anyway, you’re not likely to watch it on both

484 H8: I think though, if we are saying that they should be quite closely linked between sponsor
485 and TV show, then it shouldn’t matter if they change or are different because the target
486 audience should still be the same and all the adverts are still to the same consumer

487 G7: I think it does confuse the message though because if you have two different sponsors for
488 the same programme you are less likely to remember one of them, whereas if it was the same
489 one continuously then that message would be stronger

490 F6: Especially when they have been sponsoring them for years

491 G7: It can almost be a waste for one of the sponsorships, one of them is going to lose out, but
492 it depends on which one is the strongest one

493 JT: Ok, I think that's about it, thank you very much, that was brilliant

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Appendix 5: Focus Group Discussion Guide

Discussion Guide

Background

Objectives of the focus group:

Determine if broadcast sponsorship programmes increase brand awareness

Explore people’s opinions on broadcast sponsorship, awareness and image from the
viewpoint of a consumer

Test to see if the image of a brand matches that of the TV show – Nelson’s theory of sharing
images

How easy is it for consumers to relate awareness of the brand to descriptive terms of the
brands image?

As a consumer, are they mutually exclusive factors?

Introduction

 Introduce myself and the project – what i am researching and what i want to achieve
through the focus group

 Order of events – brand awareness test then brief chat then brand image test

 Get everyone to introduce themselves, say something about themselves for the sake
of identification on tape – say a broadcast sponsorship example

 Clarify meanings of ‘brand awareness’, ‘brand image’ and ‘broadcast sponsorship’

 For the sake of this research I am using only long standing sponsors – in some cases
this means that the sponsors used in the tests are not current sponsors but are only
recently changed – I will notify everyone when this occurs

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Activity 1 – Brand Awareness

So, to begin with, let’s have a chat about brand awareness:

- Briefly what it is – consumer’s awareness of a brand – ability to recall a brand when a

descriptive term is mentioned e.g. A make up brand, a brand of crisps

- Its connection with broadcast sponsorship

- Question – what are people’s views on sponsorship and brand awareness

- Question – why do people think brand awareness is important for a brand?

- Question – Do you find brand awareness to be an important factor when making a

purchase or do you focus on other values – price etc

- Question – what kind of products do you remember most when thinking of broadcast
sponsorship – make up / cars / food?

- Explain how the test will work – there will be 12 images put in front of you, 6 of TV
shows, and 6 of sponsors – they need to match the sponsors to the sponsored shows
using the answer sheets provided.

- No more than 3 minutes for this

- Question – what did people think of that test – difficult or not?

Discussion

Moving on from this, I’d like to chat a bit about everyone’s existing ideas on broadcast
sponsorship

- Question – Does anyone have any general thoughts on broadcast sponsorship – how
important it is to a brand?

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 - Question – Any ideas on why it has become so popular in recent years?

- Question – Can you think of any memorable campaigns or sponsorships that have
used TV as a focus

- Question – Why are these memorable?

- Question – Why do you think brands partake in tv sponsorship? What do you think
they get out of it?

- Question - Are there any negative aspects to this form of sponsorship that you can
think of, any scandals or issues that have spread from sponsor to sponsored and
altered your image of either one? Is this not possible?

- Question – Why is this?

- Question - Is it any different to advertising on TV? Does it justify having its own
category of promotion? Does it have any more or less effect than advertising? DO you
respond to it differently?

- Question – Why do you think this is?

- Does anyone have anything else to add?

Activity 2 – Brand Image

The last topic I’d like to focus on is brand image and again how this relates to broadcast
sponsorship

- Question – apart from the definition i gave earlier, what do you all perceive brand
image to be?

- Question – why is brand image important for a brand?

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 - Question – As a consumer, how do you respond to brands that use sponsorship to
alter their image – do you feel brands that sponsor TV shows have a stronger brand
image?

- Question – Why do you think this is?

- Question – What effect do you think broadcast sponsorship has on brand image?

- Question – Why?

- Question – How does this relate to high risk / low risk purchases

- Brand image test - to test your perceptions of brands who undertake sponsorship –
show six images separately, 3 of brands and 3 of tv shows, write down 5 words on your
sheets, describing the person who would use that product / watch that show.

- The words can reflect anything from personality traits, demographics, jobs, geographic
location, anything you feel is inherently connected to that brand in your mind

- An example would be old fashioned, modern, business man, student, smoker, non
smoker

- Question – how did everyone find that – difficult, easy?

Rounding Up

Finally, I’d like to hear any thoughts you have as consumers on how important brand image
is to you and also how you tend to respond to brands that undertake broadcast sponsorship
– if you respond at all?

OK, that was brilliant, thank you everyone for taking part and its been really helpful, there’s
been some interesting points of view so thanks.

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Appendix 6: Focus Group Answer Sheet

Awareness Test

Match each brand to the TV show they sponsor

Brand TV Show

---------------------------------------------- ----------------------------------------------

--------------------------------------------- ----------------------------------------------

--------------------------------------------- ----------------------------------------------

--------------------------------------------- ----------------------------------------------

--------------------------------------------- ----------------------------------------------

--------------------------------------------- ----------------------------------------------

Brand Image Test

Describe in 5 words someone who would use the product / watch the show

1. T4 2. Beverly Hills 90210

---------------------------------------------- ----------------------------------------------

--------------------------------------------- ----------------------------------------------

--------------------------------------------- ----------------------------------------------

--------------------------------------------- ----------------------------------------------

--------------------------------------------- ----------------------------------------------

134
3. Coronation Street 4. Givenchy

---------------------------------------------- ----------------------------------------------

--------------------------------------------- ----------------------------------------------

--------------------------------------------- ----------------------------------------------

--------------------------------------------- ----------------------------------------------

--------------------------------------------- ----------------------------------------------

5. Toyota Aygo 6. Cadburys

---------------------------------------------- ----------------------------------------------

--------------------------------------------- ----------------------------------------------

--------------------------------------------- ----------------------------------------------

--------------------------------------------- ----------------------------------------------

--------------------------------------------- ----------------------------------------------

Thanks so much for taking part, everything written and said here will be kept in the strictest of
confidence with everyone remaining anonymous.

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Appendix 7: Participant Answers – Awareness Test

Correct answers highlighted in Yellow

Participant A1

Brand TV Show
Herbal Essences Desperate Housewives
Wrigley's Extra Hollyoaks
Maltesers Loose Women
Appletiser Friends
Guerlain ‘Insolence’ Perfume Gossip Girl
Baileys Sex and the City

Participant B2

Brand TV Show
Herbal Essences Sex and the City
Wrigley's Extra Hollyoaks
Maltesers Loose Women
Appletiser Friends
Guerlain ‘Insolence’ Perfume Gossip Girl
Baileys Desperate Housewives

Participant C3

Brand TV Show
Herbal Essences Desperate Housewives
Wrigley's Extra Hollyoaks
Maltesers Loose Women
Appletiser Friends
Guerlain ‘Insolence’ Perfume Gossip Girl
Baileys Sex and the City

136
Participant D4

Brand TV Show
Herbal Essences Desperate Housewives
Wrigley's Extra Hollyoaks
Maltesers Loose Women
Appletiser Friends
Guerlain ‘Insolence’ Perfume Gossip Girl
Baileys Sex and the City

Participant E5

Brand TV Show
Herbal Essences Desperate Housewives
Wrigley's Extra Hollyoaks
Maltesers Loose Women
Appletiser Gossip Girl
Guerlain ‘Insolence’ Perfume Sex and the City
Baileys Friends

Participant F6

Brand TV Show
Herbal Essences Desperate Housewives
Wrigley's Extra Hollyoaks
Maltesers Loose Women
Appletiser Friends
Guerlain ‘Insolence’ Perfume Gossip Girl
Baileys Sex and the City

137
Participant G7

Brand TV Show
Herbal Essences Desperate Housewives
Wrigley's Extra Hollyoaks
Maltesers Loose Women
Appletiser Friends
Guerlain ‘Insolence’ Perfume Gossip Girl
Baileys Sex and the City

Participant H8

Brand TV Show
Herbal Essences Desperate Housewives
Wrigley's Extra Hollyoaks
Maltesers Loose Women
Appletiser Friends
Guerlain ‘Insolence’ Perfume Gossip Girl
Baileys Sex and the City

Participant I9

Brand TV Show
Herbal Essences Desperate Housewives
Wrigley's Extra Hollyoaks
Malteesers Loose Women
Appletiser Friends
Guerlain ‘Insolence’ Perfume Gossip Girl
Baileys Sex and the City

138
Appendix 8: Participant Answers – Image Test

Matching phrases are highlighted in Blue

Participant A1

Toyota Aygo T4

Fresh Young

Good Values Student

Young Lazy

Family Orientated Vain

Female Male and Female

Cadburys Coronation Street

20’s – 30’s Family Orientated

Fun Women

Happy Middle Aged

Sociable Watches Soaps

Not on a Diet Mainly Northern

Givenchy Beverly Hills 90210

Likes Brands Young

Young Beauty Conscious

Female Aspire to better things

Disposable Income Disposable Income

Earns 20,000 Watches Similar Programmes

139
Participant B2

Toyota Aygo T4

Male Students

Families More Female

Has Money Young

Sporty Relaxed

Busy Music Lover

Cadburys Coronation Street

Female Grandma

Sophisticated Old-Fashioned

Buys Luxury Items Loyal

Classy Quiet

Disposable Income British

Givenchy Beverly Hills 90210

Female Female

Young Young

Fun Girly

Girly Vain

Fashionable Student

140
Participant C3

Toyota Aygo T4

Young Teenager

Male Student

Fun Loving Music Fan

Funny Females and Males

Businessman Fun Loving

Cadburys Coronation Street

Women Middle Aged

Teenager Parent or Grand Parent

Sophisticated Female

Wanting Relaxation Family Orientated

Seeking Assurance Northern

Givenchy Beverly Hills 90210

Female Teenager

Professional Female

Sexy Girly

Classic Style Young Attitude

Fashionable Fashionable

141
Participant D4

Toyota Aygo T4

Businessman Student

Male Music Lover

Sporty Young

Exciting Individual

Busy Fun

Cadburys Coronation Street

Female Mum

Young Older

Happy Female

Vibrant Content

Relaxed Family Orientated

Givenchy Beverly Hills 90210

Young Young

Woman Female

Elegant Fashionable

Fresh Gossiper

Sexy Girly

142
Participant E5

Toyota Aygo T4

Boy Racer Female

Teenager / Young Professional Young professional

Fashion Conscious Social

Music Lover Indie

Social Music Lover

Cadburys Coronation Street

20’s – 30’s Mums and Grannies

Likes Girly Night In Curlers in their Hair

Wine Drinker Northern

House Proud Tea Drinker

Indulgent Family Orientated

Givenchy Beverly Hills 90210

Pretty Student

Sophisticated Girl

Business Woman Fashion Conscious

Young (ish) Bit Bitchy

Flirty Gossiper

143
Participant F6

Toyota Aygo T4

25 - 30 Student

Male Young

Successful Sociable

Career Focused Laid Back

Busy Male and Female

Cadburys Coronation Street

Female Middle Aged

Any Career Family Orientated

Happy Female

Relaxed Works Full Time

Indulgent Soap Addict

Givenchy Beverly Hills 90210

Female Young

18 - 30 Socialite

Stylish Fashionable

Sociable Fun Loving

Fun Loving Easy Going

144
Participant G7

Toyota Aygo T4

Male Teenager / Young

20+ Lively

Style Conscious Chatty

Likes Brands Student

Sporty Hung Over

Cadburys Coronation Street

Female Sofa Loving

Cat Lover Tea Drinker

All Ages Quite Old

Snacker Likes Tea and Biscuits

Cheeky Northern

Givenchy Beverly Hills 90210

Works in London Vain

Sociable Loves Handbags

Admirable Wears too Much Makeup

Sophisticated Gossiper

Likes Jewellry Flirt

145
Participant H8

Toyota Aygo T4

Male Cool

Young Young

Stylish / Cool Social

Image Concerns Sense of Humour

Indie Studying

Cadburys Coronation Street

Female Mature

Indulgent Homely

Middle Aged Quiet

Selfish Tea Drinker

British British

Givenchy Beverly Hills 90210

Fun Fashion Conscious

Sexy Social

Young Young

Body Conscious Bitchy

Aspirational Body Conscious

146
Participant I9

Toyota Aygo T4

Young Adult Hung-over

Spoilt Females and Males

Female 13 - 27

Show off Fashionista

Music Lover Aspirational

Cadburys Coronation Street

British Old

Family Orientated Northern

Traditionalist Wears Glasses

Gift Giver Cozy

Grandparent Neighbourly

Givenchy Beverly Hills 90210

Female Female

Girly Girl 13+

Young Watches E4

Long Hair Wannabe American

Popular Reads Glamour Magazine

147
Appendix 9: Interview Question Sheet

Done by theme as opposed to specific question

Broadcast sponsorship

 What do you know about broadcast sponsorship

 How important do you think it is to a brand and why

 Why do you think it’s become a lot more popular in recent years

 What elements do you think are needed for a sponsorship to be memorable and

successful – for example Cadburys

 Is there is a link between identity aspirations and broadcast sponsorship

Brand awareness

 How do you think brand awareness links with broadcast sponsorship – is the link

strong

 Is brand awareness an important factor in purchasing decisions, and if so do

sponsoring products come to mind first

 Do you think the idea of high risk and low risk products have an effect on the success

of broadcast sponsorships – e.g. Toyota vs perfume / chocolate

 What are your thoughts on broadcast sponsorship creating trial and sampling rather

than encouraging actual purchase

 Do you think broadcast sponsorship increase brand awareness, and if so, does it do a

better or worse job than advertising

 What effect do you think it has on purchase intention when people start to connect a

product with a tv show, for instance Cadburys became synonymous with coronation

148
 street over the years and it is still is today, do you think that affects purchase intention

or the brand in any way

Brand image

 What do you perceive brand image to be and why is this important for a brand

 As a consumer, how do you respond to brands that use broadcast sponsorship as a

tool for image altering or positioning / launching new products

 What effect do you think broadcast sponsorship has on brand image

 Do you think it is important for sponsors to have a good fit with the programmes they

sponsor

 There is a concept that it is possible for the brand to share in the image of the TV show

they sponsor and vice versa, what do you think about this

 Do you think this could extend to negative issues, say scandals in a brand stopping you

watch the programme they sponsor, or a really bad TV show stopping you buying or

using a product, why do you think this is – BB race row, boycotts

 Is identity construction a big part of purchase intention, if so, how does broadcast

sponsorship effect this

 How important is it do you think for a brand to create a strong image for themselves

that staples them in the consumers mind, when considering purchase intention

 Taking all of this into account, do you think broadcast sponsorship has an effect on

consumer purchase intention

Thanks

149
 Appendix 10: Interview Transcript
Length of time – 32mins

Researcher – JT

Participant 10 – J10

1 JT: For the sake of the tape can you please say your name and a little bit about yourself

2 J10: My name is Gilly Lock, I'm a student at Bournemouth and I'm just about to graduate

3 JT: OK, so the first section of the interview is going to be on broadcast sponsorship, first
4 question is, how important do you think is to a brand and why do you think this

5 J10: I think to some brands it’s important, to other brands maybe not as much, I think it
6 depends a lot on the brand and sort of what they are looking to get, I think some brands
7 who want lots of coverage it’s obviously important, but it depends what their objectives are
8 and stuff I like, I think because some brands have obviously made their mark in broadcast,
9 I'm thinking cinema, I don’t know if that really counts as broadcast or not, yeah I mean
10 Orange is obviously one that springs to mind because with their sponsorship, they have
11 invested so much in it so for them obviously it’s quite important, and as a consumer I use
12 Orange, and I really like the fact that they have that sort of personality about them. Orange
13 know who they are, they know who their customer is, but yeah I think it would just depend
14 on what the company is and particularly what they are looking for, but as a consumer I
15 don’t think it would affect my buying decisions whether or not they did that

16 JT: So the next question is, what elements do you feel are needed for a sponsorship to be
17 memorable and successful, the example I have in my mind here is Cadburys and Coronation
18 Street

19 J10: Yeah, I don’t watch Corrie but even I know that Cadbury sponsors them and has done for
20 ages so I guess the links good there and also you can see the link with the consumer,
21 Corries a number one soap and Cadburys is a number one chocolate bar, like you can see
22 the connection there and it’s an obvious connection and also its the type of thing that will
23 be, I don’t know If I'm thinking lowly of Coronation Street watchers, but I imagine its
24 probably women who would like chocolate so yeah there is definitely a fit there, I think for
25 it to be important there has to have some logical fit there which is probably where Orange
26 has a bit of a fall down because I don’t actually think there is too much of a strategic fit
27 there but they have kind of made their mark on it, they have created a fit and it works now
28 and that's now a very memorable one but I think they probably had to work a lot harder to
29 get that and probably spend a lot more money than say Cadburys perhaps has done with
30 Coronation Street. But I would say number one is just some sort of link,I think as a
31 consumer if I see sponsorship, and especially as I study marketing I'm probably a bit more
32 critical about it, but if there is not a link you just almost reject it, you go no, I don’t like that
33 brand, there's no link there

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34 JT: So leading on from that do you things like humour and the actual genre of product is
35 important, so for instance if it is a technology product or a lifestyle product and how they
36 do the sponsorship, what the shorts are

37 J10: Yeah the first thing that springs to mind, there are two actually, the first one is I think it
38 was Kit Kat with Prison Break, Kit Kat have got these things like in Prison Break you know
39 obviously they are constantly trying to break out of prison and they have got this little
40 funny short that is these two prisoners having a break, having a Kit Kat from trying to break
41 out from prison, which is humorous but I still think what really is the link between Prison
42 Break and Kit Kat, like it almost works but it just doesn’t quite for me, obviously it’s funny
43 which in your mind you feel nicely towards them, there is another one, its 24 and who is it,
44 Honda or something, it’s not a very good one because I can’t remember who it is, it’s some
45 car brand, Toyota maybe, but yeah the car is in it and its got the main guy in it and its
46 funny, it almost actually plays into what is happening in the episode which is humorous but
47 I don’t think it’s as important as having a good strategic fit

48 JT: Do you think there is a link between identity aspiration and broadcast sponsorship, so as a
49 consumer when you see a product, say Herbal Essences sponsoring Desperate Housewives,
50 do you sort of feel if I buy that product I will become one of the desperate housewives, I’ll
51 become that person

52 J10: I don’t think so, I think consumers, I don’t think they are passive in that way anymore; I
53 don’t think they just sit back and think like that anymore, maybe they used to or maybe
54 people just think that they used to but, I think consumers are a bit smarter than that, I
55 don’t think they would really make that link and just be more favourable towards a brand
56 just because they sponsor my favourite show. My favourite show at the moment is Bones
57 and 118 sponsor Bones and I just think the link is ridiculous the is no link whatsoever and I
58 almost reject it, I just think you’re trying to fit in with something you can’t

59 JT: It’s funny; I reject the 118 with Simpsons because I don’t see the link there

60 J10: They do so much sponsorship, I mean the Lost one that they did, I got, and I actually
61 thought that was quite a cool one because obviously you’re lost – 1118118, but all the
62 others they have done, I thought that was a really good one I thought maybe they should
63 have stuck with that but they obviously though broadcast is working for us, but then they
64 did all this other stuff that just didn’t work at all, so again I think you reject it if it’s not that
65 way, so in terms of image I don’t think I would, I think maybe the younger ones would but I
66 think ones like Givenchy for 90210 are forgettable, unless they are maybe supported by
67 other advertising, say spot advertising throughout to make it a bit more obvious, I don’t
68 know if something like that is, sort of when you get to a shop you would actually remember
69 that link when you’re going to buy a perfume, you’d think of yeah, like I don’t think that
70 would come into your head I think if you were buying one you would go ok I need a
71 perfume I’ll go and smell one, I just go by smell, so again I don’t know if it’s enough, I think
72 the image has got to be pretty strong for it to be remembered enough for it to actually stay
73 in the consumers head all the way to the buying decisions

74 JT: Especially to make them think I want to be that person so much

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 75 J10: Exactly, I just don’t know how strong the message would actually be

76 JT: Ok, so moving on now to brand awareness, how strong do you think the link is, or if there is
77 a link, between brand awareness and broadcast sponsorship

78 J10: I think it can create awareness, like I said even though I don’t like the 118 sponsorships,
79 because they do so much of it I'm very aware that they do that but I'm not so sure what the
80 brands about from that so I think again it just comes back to the fact that it has to fit in
81 because having good brand awareness, it’s not only knowing about the brand because
82 everyone probably knows about 118, its almost sort of what are they about, and there’s
83 just a bit of confusion there and I think companies have to be quite careful not to create
84 that in consumer’s minds

85 JT: So what about when brands use broadcast sponsorship to launch new products or extend
86 their product line like Cadburys used to do a lot when they were with Coronation Street and
87 Toyota Aygo has done it with T4, they have positioned and they have launched it with them

88 J10: Yeah I think that, well you can’t think of T4 without Aygo by Toyota, its almost annoying
89 now, but with the Cadburys before, I think that works really well because obviously they
90 are a long standing sponsor so it’s not like they have just gone, right we need to launch
91 something so let’s just sponsor something else, they have gone ok we have already
92 sponsored this for a long time, lets introduce new products using the same medium so I
93 think in that way it is probably more accepted and noticed more because again Coronation
94 Street is on like three or four times a week so the people who watch it are watching it that
95 often so they would probably notice if on the TV the short, it changed and so that would be
96 even more memorable I think in consumers’ minds then just launching a new thing
97 somewhere because I think that is probably just a bit more forgettable, so yeah definitely I
98 think the long standing sponsorships are more memorable in creating brand awareness

99 JT: Do you think in general broadcast sponsorship is going to be more successful at creating
100 brand awareness than traditional advertising

101 J10: Yeah I think particularly with, I have Sky plus and I just whizz past the adverts now, I
102 record all my favourite programmes and whizz past the adverts. Like I always record Bones
103 and I know that when the 118 guys come on that's when I stop it, I think with the new
104 digital technology, it’s definitely something companies need to consider. I mean that's the
105 main threat I guess but then if you are talking about just spot advertising on the TV, I think
106 it is pretty difficult, I think people just block out advertising, there is so much media noise
107 they just see it as a chance to go and get a cup of tea, they don’t really care unless it is
108 something that really sticks out or is really creative and yeah just sticks in your head, then I
109 think sponsorship is probably a much better way of creating brand awareness for the
110 consumer

111 JT: Do you think high risk and low risk products alter the effect of broadcast sponsorship, so do
112 you think the Toyota one is going to be less successful than perfume or chocolate ones just
113 because it is a high risk purchase

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114 J10: I don’t think so actually, I think it almost might actually be the other way around because I
115 don’t think you’d really think about an impulse purchase, I don’t think you would really
116 think about the advertising or where you had seen that message before like I will often try a
117 chocolate bar that I haven't seen any advertising for and like, maybe subconsciously I have I
118 don’t know but something like a car you might, especially when you are buying a car you
119 almost want to know what this car will say about me and from that you probably do draw
120 more on the marketing messages you have received that say actually Toyotas are this kind
121 of car for this kind of people and I'm more this kind of person, maybe I shouldn’t go with
122 that, so I I think actually it might be the other way around that sponsorship would help with
123 more complex decisions because I'm on Orange, and I love Orange Wednesdays and when I
124 was first with them they screwed me around so much customer service wise and billing
125 wise but I stuck with them and now they are much better to me

126 JT: It does kind of give you an identity being with Orange, you are a film lover you are a music
127 lover

128 J10: And that exactly the sort of identity you feel so you tie yourself into a year contract or my
129 last contract was two years so in terms of risk purchase I would say that's pretty high up
130 there so yeah probably more so with the higher risk because those are the ones you think
131 about more

132 JT: One of the things that came up in the focus group was the idea that broadcast sponsorship
133 can reinforce existing feelings rather than actually creating them in the first place so we
134 kind of tied that into the idea that it would be better at creating sampling and trial
135 opportunities rather than actually influencing purchase decisions, what do you sort of think
136 about that?

137 J10: Again it depends on the type of product, I mean some products you can’t trial before you
138 purchase, like a chocolate bar you have to buy to try but I don’t know, I guess with any
139 purchase you would consider trying first, you would think about those sorts of things
140 anyway like a car, you obviously would trial a car before you bought it, I think with the
141 Toyota Aygo, the broadcast sponsorship could lead people to test drive the car but then for
142 their actual purchase decision it would be based on their liking of the car, not so much on
143 the marketing message, I think once you have tried something it then is the experience you
144 have had with that will override other things, especially with something as expensive as a
145 car

146 JT: So looking back at the idea that it reinforces existing feelings rather than creating them do
147 you think that's probably true or not

148 J10: It’s a tough one, I don’t really know to be honest, I mean with 118 the sponsorship they
149 do, I almost don’t like them anymore for it because it is just noise so that's created new
150 feelings for me of I don’t really like them whereas with Wrigley's Extra and Hollyoaks I think
151 it works really well and again I think with that sort of consumer, obviously its targeting
152 younger people and that's the type of people who would use chewing gum so yeah I think
153 that would definitely encourage trial, but I mean maybe you wouldn’t repeat after you have
154 had it if you don’t like it then you won’t buy it again but yeah possibly it could encourage

153
155 trial but in a sense I think it can do both as well, that it can create new feelings towards a
156 brand, both positive and negative

157 JT: Ok, now we are going to move on to brand image, first question what do you perceive
158 brand image to be and why is it important to a brand

159 J10: I guess brand image would be almost like brand personality, what you feel that brand is
160 about in essence and then as a consumer how that brand would portray your own image if
161 you were to use that brand. I think to some brands obviously its important but I would say
162 particularly for younger audiences if you are positioning your brand at younger audiences
163 because they are probably more wary of how they are perceived by peers so maybe, but
164 yeah I guess in the same sense my parents drives a jag and that is obviously saying
165 something about them that they both drives jags so yeah I think it is important at all levels
166 but mainly for the younger ones, and I do think people consider that when they choose to
167 buy things

168 JT: As a consumer, how do you respond to brands that use broadcast sponsorship as a tool for
169 image altering, like you mentioned 118 annoy you a bit now because they use a lot of
170 broadcast sponsorship but in general if you see a brand sponsoring a TV show do you feel
171 they are stronger or more successful than other brands

172 J10: I guess you would, because they obviously have the money to spend on that so they must
173 be quite successful, I would always recommend Orange I think because I really like them
174 and that's because a lot of it is down to their sponsorship and the brand image that they
175 have got, I don’t think brands with broadcast sponsorship are seen as the best of the bunch,
176 I think it depends on what you link yourself to, I mean for instance BMW sponsor the PGA
177 golf and that's obviously shown on Sky and their sponsorship is going to be all over the TV
178 and I think people know that BMW aren't, I mean they are a nice car but they are not the
179 nicest car, so I think it might do something to take their image away from the fact that
180 estate agents drive them and dickhead drivers but in the other sense I don’t think it’s going
181 to position BMW alongside anything like Porsche or something like that so I think it can
182 maybe in that case be used to get away from more negative perceptions, like BMW could
183 use something like the golf to get away from negative perceptions, but I think it may be
184 harder to position yourself as something that you’re not when you, if you’re a long standing
185 brand and everyone knows what you are if you then try and reposition yourself as
186 something completely different I think it will still be rejected so

187 JT: So thinking about what you said so far, in general, what effect do you think broadcast
188 sponsorship has on brand image

189 J10: I think it can have quite a lot of effect, particularly if it’s a long running sponsorship, I think
190 a short association with, which maybe most broadcast sponsorship is with sort of a few
191 exceptions wouldn’t have a lasting impression in consumers’ minds and in that sense
192 wouldn’t come to mind in the buying process, so from what I've said I think in order to have
193 an impact on consumers you need to have A a strategic fit, so that it makes sense and it’s
194 not, so consumers can make sense of why you chose to do that, and also believable like golf
195 and BMW, that's believable, like you can believe someone like that would drive a BMW, but

154
196 in the same sense, people know that's it’s not a Porsche and yeah longstanding so that it’s
197 like Orange or Coronation Street

198 JT: So you have said a few times now that the strategic fit is really important to success, so
199 how do you feel about some of the ones that don’t have as good strategic fits, such as Jays
200 fluid bin cleaner sponsors the Bill, and there is no conceivable fit there and it used to be a
201 cheese, and yet this is quite a long running one now and seems to have been fairly
202 successful so how do you think that happens

203 J10: See I don’t watch the Bill so I'm not familiar with that one but I personally would think
204 what it that about, I guess you could think of some long winded way around it, that maybe
205 they are cleaning up the mess of society or something but that's a rubbish connection,
206 maybe it is successful, it would really depend on how they go about measuring its success,
207 through sales or whatever but I personally if I was watching that would be like what

208 JT: Do you think that might put you off the brand that it hasn’t got a good strategic fit, that you
209 sit there and see the brand but you associate it in your head what the hell are you doing

210 J10: Yeah it would depend on the brand, because with things like cleaning wipes I don’t put
211 that much though into, I would probably just go for the ones that are on offer, like I really
212 wouldn’t think that much about it, but I think for a purchase decision you think more about
213 it might happen and have more of an effect, so maybe that's why its been successful,
214 people remember the brand and the people who watch the Bill are the age group or type of
215 people that put more thought into the brand of cleaning products they buy so even though
216 the connection is rubbish, they still have positive thoughts of the Bill and when they think
217 of the brand those positive connotations appear and effect purchase decisions

218 JT: There is a concept that's floating around at the moment that it is possible for a brand to
219 share in the image of the TV show that it sponsors and sort of vice versa that a TV show can
220 gain a different or good image from the brands, what do you think about that

221 J10: I think companies have to be quite careful because obviously you know there was the Big
222 Brother and Carphone Warehouse thing, which is an obvious example of where things like
223 that can backfire, I mean Carphone Warehouse pulled out because of the racism thing, so
224 yeah I think companies have to be careful about creating a link too much with just one
225 show, which is where I think the Orange and just generally film works very well because
226 they haven't tied themselves down to one specific thing, and I think soaps are generally a
227 safe bet, nothing that bad is going to happen I mean there will be social issues but I don’t
228 think anything that bad would happen. I think companies have to consider that

229 JT: With the Toyota Aygo and T4, Toyota specifically chose that programme to launch their
230 new car because the audience was young and fresh and that's what they wanted the car to
231 be seen as so do you think that that could actually work, that a completely unrelated car
232 can suddenly have this image because of a show that they are seen to be connected with

233 J10: I think it can but I think it takes a while, like with Aygo they have done it for so long now
234 that you can’t think of T4 without the product popping into your head but whether, I mean
235 I'm a young person I watch T4 most weeks, I can totally identify with other people who

155
236 watch T4 and I'm probably in that target audience but I personally wouldn’t buy a Toyota
237 Aygo, so yeah when it comes to sharing image, I think they can but I'm not sure it would be
238 accepted by consumers once it comes to buying is another matter I don’t know if it would
239 be

240 JT: And you mentioned the Big Brother race row, do you think this sharing of image could
241 extend to negative issues, so like scandals in a brand could stop you watching a TV show or
242 even vice versa, if there is a big TV show like Big Brother and they have a race row would
243 that then stop you purchasing Carphone Warehouse services or even associating good
244 things with the brand

245 J10: With Carphone Warehouse I think they acted really quickly to pull out so I dint think there
246 was too much negativity there but in terms of watching the TV show, I don’t think it would
247 stop me watching if I liked the TV show just because I didn’t like the sponsor, I don’t think
248 that would have an effect because if you watch the TV show and like the show then you
249 accept the sponsorship and kind of like it by extension but in the same sense there is also
250 the chance to just reject it like a normal advert so it wouldn’t effect me watching a show if
251 there was a negative issue with the sponsor

252 JT: Do you think if Carphone Warehouse hadn’t pulled out there would have been negative
253 connotations with them even though as you say they are a separate entity

254 J10: Yeah quite possibly but I don’t think on a large scale, I mean it would almost be like they
255 could spin it either way couldn’t they, you know pull out because they don’t want to be
256 seen with this or they have been a long standing sponsor, this has never happened before,
257 we are going to stick with them and help them through this, you know they could be seen
258 as trying to support Big Brother because I think with something like Big Brother and Jade
259 Goody, it wasn’t specifically Big brothers fault that she came out with that and I think that
260 people who watch it realise it’s not the people who make the programme’s fault that all
261 this is happening so I don’t think it would have had that many negative perceptions, you’ve
262 got the Kate Moss thing as well like when she was taking all those drugs and loads of
263 sponsors pulled out but actually quite a few stuck by her and I think as a consumer you
264 almost think aw good on you for sticking by her because she is obviously going through a
265 tough time for all her income to just be taken away from her is just going to screw her over
266 even more

267 JT: So when you went to for example go and buy Rimmel products there was nothing going
268 through your mind that said hmm this is associating me with a drug taker

269 J10: No not at all, I wouldn’t think like that at all, I mean I have always used Rimmel products
270 and yeah I don’t ever really think about who is the face of the product but I did kind of
271 admire Rimmel for sticking by her and so as a consumer I think that's probably maybe
272 subconsciously like them even more because they supported her

273 JT: Do you think that if you were watching a TV show and a new brand sponsored it, a brand
274 that you never heard of before or used before, do you think that you would create an opinion
275 of that according to whether you liked the TV show or not

156
276 J10: I don’t think so, I don’t think sponsorship on its own works in that way, I think that in
277 terms of sort of creating awareness for a new product, you almost need to let people know
278 what you’re about before they go into it, because that is very much this is our brand
279 personality, this is what we are associating with but before that you kind of need to know ok
280 what is this company, what do they do, and that's where I think you need the more traditional
281 advertising or PR or something like that, so I think it definitely needs to tie in with other stuff
282 as well to create that strong awareness but then with that and then sponsoring a show that
283 you like, that would work quite well

284 JT: So taking all this into account do you think that broadcast sponsorship has an effect on
285 consumer purchase intention

286 J10: I would say over all, possibly not, I’d say the average broadcast sponsorship wouldn’t
287 affect me buying a product at all, but some that I do really like would do, like Orange, that was
288 one that I really liked and that was almost because of what they offered with it, Orange
289 Wednesdays, they have almost linked their sponsorship with their product, like you can’t really
290 take them apart now, so with Orange you get Orange Wednesday because they sponsor film

291 JT: So taking the example of if you were going to order a pizza, do you think the fact that you
292 see Dominos regularly sponsoring the Simpsons, do you think that added awareness would
293 make Dominos your first choice

294 J10: Yeah I do, and I think they are quite clever with how they do that because they always put
295 it on at dinner time, it always makes you think oh I want a pizza and I am sure I have ordered
296 Dominos before because of the Simpsons, so maybe for something like that, an impulse
297 purchasing decision on the spot, where you can do something like that you can literally call
298 them up, I think if they get the timing right that could work quite well, but in terms of
299 Cadburys and Coronation Street, because it’s not the sort of thing that you would buy whilst
300 your watching it, I don’t know if it would have the same effect. The main thing I would say is
301 that I think it can work really well but I think companies have to be careful with that they
302 associate with not only because of the possible negative connotations but also because it
303 might be rejected by consumers if the fit isn’t right

304 JT: So when it comes to purchase intention, the elements of image and awareness could be
305 seen as important but broadcast sponsorships doesn’t have as stronger tie to this as maybe we
306 first thought

307 J10: Yeah definitely, and I think on its own it perhaps won’t work quite as well, I think it needs
308 support from other marketing activities in order to work very well and I think Orange obviously
309 does that so that might be why it is something that always sticks in people’s heads

310 JT: Right, ok well that's brilliant you have answered all of my questions! Thank you very much!

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Appendix 11: Interview Coded Transcript

158
JT: For the sake of the tape can you please say your name and a little bit about yourself

J10: My name is Gilly Lock, I'm a student at Bournemouth and I'm just about to graduate

JT: OK, so the first section of the interview is going to be on broadcast sponsorship, first
question is, how important do you think is to a brand and why do you think this

J10: I think to some brands it’s important, to other brands maybe not as much, I think it
depends a lot on the brand and sort of what they are looking to get, I think some brands
who want lots of coverage it’s obviously important, but it depends what their objectives are
and stuff I like, I think because some brands have obviously made their mark in broadcast,
I'm thinking cinema, I don’t know if that really counts as broadcast or not, yeah I mean
Orange is obviously one that springs to mind because with their sponsorship, they have
invested so much in it so for them obviously it’s quite important, and as a consumer I use
Orange, and I really like the fact that they have that sort of personality about them. Orange
know who they are, they know who their customer is, but yeah I think it would just depend
on what the company is and particularly what they are looking for, but as a consumer I
don’t think it would affect my buying decisions whether or not they did that

JT: So the next question is, what elements do you feel are needed for a sponsorship to be
memorable and successful, the example I have in my mind here is Cadburys and Coronation
Street

J10: Yeah, I don’t watch Corrie but even I know that Cadbury sponsors them and has done for
ages so I guess the links good there and also you can see the link with the consumer,
Corries a number one soap and Cadburys is a number one chocolate bar, like you can see
the connection there and it’s an obvious connection and also its the type of thing that will
be, I don’t know If I'm thinking lowly of Coronation Street watchers, but I imagine its
probably women who would like chocolate so yeah there is definitely a fit there, I think for
it to be important there has to have some logical fit there which is probably where Orange
has a bit of a fall down because I don’t actually think there is too much of a strategic fit
there but they have kind of made their mark on it, they have created a fit and it works now
and that's now a very memorable one but I think they probably had to work a lot harder to
get that and probably spend a lot more money than say Cadburys perhaps has done with
Coronation Street. But I would say number one is just some sort of link, I think as a
consumer if I see sponsorship, and especially as I study marketing I'm probably a bit more
critical about it, but if there is not a link you just almost reject it, you go no, I don’t like that
brand, there's no link there

JT: So leading on from that do you things like humour and the actual genre of product is
important, so for instance if it is a technology product or a lifestyle product and how they
do the sponsorship, what the shorts are

J10: Yeah the first thing that springs to mind, there are two actually, the first one is I think it
was Kit Kat with Prison Break, Kit Kat have got these things like in Prison Break you know
obviously they are constantly trying to break out of prison and they have got this little
funny short that is these two prisoners having a break, having a Kit Kat from trying to break

i
 out from prison, which is humorous but I still think what really is the link between Prison
Break and Kit Kat, like it almost works but it just doesn’t quite for me, obviously it’s funny
which in your mind you feel nicely towards them, there is another one, its 24 and who is it,
Honda or something, it’s not a very good one because I can’t remember who it is, it’s some
car brand, Toyota maybe, but yeah the car is in it and its got the main guy in it and its
funny, it almost actually plays into what is happening in the episode which is humorous but
I don’t think it’s as important as having a good strategic fit

JT: Do you think there is a link between identity aspiration and broadcast sponsorship, so as a
consumer when you see a product, say Herbal Essences sponsoring Desperate Housewives,
do you sort of feel if I buy that product I will become one of the desperate housewives, I’ll
become that person

J10: I don’t think so, I think consumers, I don’t think they are passive in that way anymore; I
don’t think they just sit back and think like that anymore, maybe they used to or maybe
people just think that they used to but, I think consumers are a bit smarter than that, I
don’t think they would really make that link and just be more favourable towards a brand
just because they sponsor my favourite show. My favourite show at the moment is Bones
and 118 sponsor Bones and I just think the link is ridiculous the is no link whatsoever and I
almost reject it, I just think you’re trying to fit in with something you can’t

JT: It’s funny; I reject the 118 with Simpsons because I don’t see the link there

J10: They do so much sponsorship, I mean the Lost one that they did, I got, and I actually
thought that was quite a cool one because obviously you’re lost – 1118118, but all the
others they have done, I thought that was a really good one I thought maybe they should
have stuck with that but they obviously though broadcast is working for us, but then they
did all this other stuff that just didn’t work at all, so again I think you reject it if it’s not that
way, so in terms of image I don’t think I would, I think maybe the younger ones would but I
think ones like Givenchy for 90210 are forgettable, unless they are maybe supported by
other advertising, say spot advertising throughout to make it a bit more obvious, I don’t
know if something like that is, sort of when you get to a shop you would actually remember
that link when you’re going to buy a perfume, you’d think of yeah, like I don’t think that
would come into your head I think if you were buying one you would go ok I need a
perfume I’ll go and smell one, I just go by smell, so again I don’t know if it’s enough, I think
the image has got to be pretty strong for it to be remembered enough for it to actually stay
in the consumers head all the way to the buying decisions

JT: Especially to make them think I want to be that person so much

J10: Exactly, I just don’t know how strong the message would actually be

JT: Ok, so moving on now to brand awareness, how strong do you think the link is, or if there is
a link, between brand awareness and broadcast sponsorship

J10: I think it can create awareness, like I said even though I don’t like the 118 sponsorships,
because they do so much of it I'm very aware that they do that but I'm not so sure what the
brands about from that so I think again it just comes back to the fact that it has to fit in

ii
 because having good brand awareness, it’s not only knowing about the brand because
everyone probably knows about 118, its almost sort of what are they about, and there’s
just a bit of confusion there and I think companies have to be quite careful not to create
that in consumer’s minds

JT: So what about when brands use broadcast sponsorship to launch new products or extend
their product line like Cadburys used to do a lot when they were with Coronation Street and
Toyota Aygo has done it with T4, they have positioned and they have launched it with them

J10: Yeah I think that, well you can’t think of T4 without Aygo by Toyota, it’s almost annoying
now, but with the Cadburys before, I think that works really well because obviously they
are a long standing sponsor so it’s not like they have just gone, right we need to launch
something so let’s just sponsor something else, they have gone ok we have already
sponsored this for a long time, lets introduce new products using the same medium so I
think in that way it is probably more accepted and noticed more because again Coronation
Street is on like three or four times a week so the people who watch it are watching it that
often so they would probably notice if on the TV the short, it changed and so that would be
even more memorable I think in consumers’ minds then just launching a new thing
somewhere because I think that is probably just a bit more forgettable, so yeah definitely I
think the long standing sponsorships are more memorable in creating brand awareness

JT: Do you think in general broadcast sponsorship is going to be more successful at creating
brand awareness than traditional advertising

J10: Yeah I think particularly with, I have Sky plus and I just whizz past the adverts now, I
record all my favourite programmes and whizz past the adverts. Like I always record Bones
and I know that when the 118 guys come on that's when I stop it, I think with the new
digital technology, it’s definitely something companies need to consider. I mean that's the
main threat I guess but then if you are talking about just spot advertising on the TV, I think
it is pretty difficult, I think people just block out advertising, there is so much media noise
they just see it as a chance to go and get a cup of tea, they don’t really care unless it is
something that really sticks out or is really creative and yeah just sticks in your head, then I
think sponsorship is probably a much better way of creating brand awareness for the
consumer

JT: Do you think high risk and low risk products alter the effect of broadcast sponsorship, so do
you think the Toyota one is going to be less successful than perfume or chocolate ones just
because it is a high risk purchase

J10: I don’t think so actually, I think it almost might actually be the other way around because I
don’t think you’d really think about an impulse purchase, I don’t think you would really
think about the advertising or where you had seen that message before like I will often try a
chocolate bar that I haven't seen any advertising for and like, maybe subconsciously I have I
don’t know but something like a car you might, especially when you are buying a car you
almost want to know what this car will say about me and from that you probably do draw
more on the marketing messages you have received that say actually Toyotas are this kind
of car for this kind of people and I'm more this kind of person, maybe I shouldn’t go with

iii
 that, so I I think actually it might be the other way around that sponsorship would help with
more complex decisions because I'm on Orange, and I love Orange Wednesdays and when I
was first with them they screwed me around so much customer service wise and billing
wise but I stuck with them and now they are much better to me

JT: It does kind of give you an identity being with Orange, you are a film lover you are a music
lover

J10: And thats exactly the sort of identity you feel so you tie yourself into a year contract or my
last contract was two years so in terms of risk purchase I would say that's pretty high up
there so yeah probably more so with the higher risk because those are the ones you think
about more

JT: One of the things that came up in the focus group was the idea that broadcast sponsorship
can reinforce existing feelings rather than actually creating them in the first place so we
kind of tied that into the idea that it would be better at creating sampling and trial
opportunities rather than actually influencing purchase decisions, what do you sort of think
about that?

J10: Again it depends on the type of product, I mean some products you can’t trial before you
purchase, like a chocolate bar you have to buy to try but I don’t know, I guess with any
purchase you would consider trying first, you would think about those sorts of things
anyway like a car, you obviously would trial a car before you bought it, I think with the
Toyota Aygo, the broadcast sponsorship could lead people to test drive the car but then for
their actual purchase decision it would be based on their liking of the car, not so much on
the marketing message, I think once you have tried something it then is the experience you
have had with that will override other things, especially with something as expensive as a
car

JT: So looking back at the idea that it reinforces existing feelings rather than creating them do
you think that's probably true or not

J10: It’s a tough one, I don’t really know to be honest, I mean with 118 the sponsorship they
do, I almost don’t like them anymore for it because it is just noise so that's created new
feelings for me of I don’t really like them whereas with Wrigley's Extra and Hollyoaks I think
it works really well and again I think with that sort of consumer, obviously its targeting
younger people and that's the type of people who would use chewing gum so yeah I think
that would definitely encourage trial, but I mean maybe you wouldn’t repeat after you have
had it if you don’t like it then you won’t buy it again but yeah possibly it could encourage
trial but in a sense I think it can do both as well, that it can create new feelings towards a
brand, both positive and negative

JT: Ok, now we are going to move on to brand image, first question what do you perceive
brand image to be and why is it important to a brand

J10: I guess brand image would be almost like brand personality, what you feel that brand is
about in essence and then as a consumer how that brand would portray your own image if
you were to use that brand. I think to some brands obviously its important but I would say

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 particularly for younger audiences if you are positioning your brand at younger audiences
because they are probably more wary of how they are perceived by peers so maybe, but
yeah I guess in the same sense my parents drives a jag and that is obviously saying
something about them that they both drives jags so yeah I think it is important at all levels
but mainly for the younger ones, and I do think people consider that when they choose to
buy things

JT: As a consumer, how do you respond to brands that use broadcast sponsorship as a tool for
image altering, like you mentioned 118 annoy you a bit now because they use a lot of
broadcast sponsorship but in general if you see a brand sponsoring a TV show do you feel
they are stronger or more successful than other brands

J10: I guess you would, because they obviously have the money to spend on that so they must
be quite successful, I would always recommend Orange I think because I really like them
and that's because a lot of it is down to their sponsorship and the brand image that they
have got, I don’t think brands with broadcast sponsorship are seen as the best of the bunch,
I think it depends on what you link yourself to, I mean for instance BMW sponsor the PGA
golf and that's obviously shown on Sky and their sponsorship is going to be all over the TV
and I think people know that BMW aren't, I mean they are a nice car but they are not the
nicest car, so I think it might do something to take their image away from the fact that
estate agents drive them and dickhead drivers but in the other sense I don’t think it’s going
to position BMW alongside anything like Porsche or something like that so I think it can
maybe in that case be used to get away from more negative perceptions, like BMW could
use something like the golf to get away from negative perceptions, but I think it may be
harder to position yourself as something that you’re not when you, if you’re a long standing
brand and everyone knows what you are if you then try and reposition yourself as
something completely different I think it will still be rejected so

JT: So thinking about what you said so far, in general, what effect do you think broadcast
sponsorship has on brand image

J10: I think it can have quite a lot of effect, particularly if it’s a long running sponsorship, I think
a short association with, which maybe most broadcast sponsorship is with sort of a few
exceptions wouldn’t have a lasting impression in consumers’ minds and in that sense
wouldn’t come to mind in the buying process, so from what I've said I think in order to have
an impact on consumers you need to have A a strategic fit, so that it makes sense and it’s
not, so consumers can make sense of why you chose to do that, and also believable like golf
and BMW, that's believable, like you can believe someone like that would drive a BMW, but
in the same sense, people know that's it’s not a Porsche and yeah longstanding so that it’s
like Orange or Coronation Street

JT: So you have said a few times now that the strategic fit is really important to success, so
how do you feel about some of the ones that don’t have as good strategic fits, such as Jays
fluid bin cleaner sponsors the Bill, and there is no conceivable fit there and it used to be a
cheese, and yet this is quite a long running one now and seems to have been fairly
successful so how do you think that happens

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J10: See I don’t watch the Bill so I'm not familiar with that one but I personally would think
what it that about, I guess you could think of some long winded way around it, that maybe
they are cleaning up the mess of society or something but that's a rubbish connection,
maybe it is successful, it would really depend on how they go about measuring its success,
through sales or whatever but I personally if I was watching that would be like what

JT: Do you think that might put you off the brand that it hasn’t got a good strategic fit, that you
sit there and see the brand but you associate it in your head what the hell are you doing

J10: Yeah it would depend on the brand, because with things like cleaning wipes I don’t put
that much though into, I would probably just go for the ones that are on offer, like I really
wouldn’t think that much about it, but I think for a purchase decision you think more about
it might happen and have more of an effect, so maybe that's why its been successful,
people remember the brand and the people who watch the Bill are the age group or type of
people that put more thought into the brand of cleaning products they buy so even though
the connection is rubbish, they still have positive thoughts of the Bill and when they think
of the brand those positive connotations appear and effect purchase decisions

JT: There is a concept that's floating around at the moment that it is possible for a brand to
share in the image of the TV show that it sponsors and sort of vice versa that a TV show can
gain a different or good image from the brands, what do you think about that

J10: I think companies have to be quite careful because obviously you know there was the Big
Brother and Carphone Warehouse thing, which is an obvious example of where things like
that can backfire, I mean Carphone Warehouse pulled out because of the racism thing, so
yeah I think companies have to be careful about creating a link too much with just one
show, which is where I think the Orange and just generally film works very well because
they haven't tied themselves down to one specific thing, and I think soaps are generally a
safe bet, nothing that bad is going to happen I mean there will be social issues but I don’t
think anything that bad would happen. I think companies have to consider that

JT: With the Toyota Aygo and T4, Toyota specifically chose that programme to launch their
new car because the audience was young and fresh and that's what they wanted the car to
be seen as so do you think that that could actually work, that a completely unrelated car
can suddenly have this image because of a show that they are seen to be connected with

J10: I think it can but I think it takes a while, like with Aygo they have done it for so long now
that you can’t think of T4 without the product popping into your head but whether, I mean
I'm a young person I watch T4 most weeks, I can totally identify with other people who
watch T4 and I'm probably in that target audience but I personally wouldn’t buy a Toyota
Aygo, so yeah when it comes to sharing image, I think they can but I'm not sure it would be
accepted by consumers once it comes to buying is another matter I don’t know if it would
be

JT: And you mentioned the Big Brother race row, do you think this sharing of image could
extend to negative issues, so like scandals in a brand could stop you watching a TV show or
even vice versa, if there is a big TV show like Big Brother and they have a race row would

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 that then stop you purchasing Carphone Warehouse services or even associating good
things with the brand

J10: With Carphone Warehouse I think they acted really quickly to pull out so I didn’t think
there was too much negativity there but in terms of watching the TV show, I don’t think it
would stop me watching if I liked the TV show just because I didn’t like the sponsor, I don’t
think that would have an effect because if you watch the TV show and like the show then
you accept the sponsorship and kind of like it by extension but in the same sense there is
also the chance to just reject it like a normal advert so it wouldn’t effect me watching a
show if there was a negative issue with the sponsor

JT: Do you think if Carphone Warehouse hadn’t pulled out there would have been negative
connotations with them even though as you say they are a separate entity

J10: Yeah quite possibly but I don’t think on a large scale, I mean it would almost be like they
could spin it either way couldn’t they, you know pull out because they don’t want to be
seen with this or they have been a long standing sponsor, this has never happened before,
we are going to stick with them and help them through this, you know they could be seen
as trying to support Big Brother because I think with something like Big Brother and Jade
Goody, it wasn’t specifically Big brothers fault that she came out with that and I think that
people who watch it realise it’s not the people who make the programme’s fault that all
this is happening so I don’t think it would have had that many negative perceptions, you’ve
got the Kate Moss thing as well like when she was taking all those drugs and loads of
sponsors pulled out but actually quite a few stuck by her and I think as a consumer you
almost think aw good on you for sticking by her because she is obviously going through a
tough time for all her income to just be taken away from her is just going to screw her over
even more

JT: So when you went to for example go and buy Rimmel products there was nothing going
through your mind that said hmm this is associating me with a drug taker

J10: No not at all, I wouldn’t think like that at all, I mean I have always used Rimmel products
and yeah I don’t ever really think about who is the face of the product but I did kind of
admire Rimmel for sticking by her and so as a consumer I think that's probably maybe
subconsciously like them even more because they supported her

JT: Do you think that if you were watching a TV show and a new brand sponsored it, a brand
that you never heard of before or used before, do you think that you would create an opinion
of that according to whether you liked the TV show or not

J10: I don’t think so, I don’t think sponsorship on its own works in that way, I think that in
terms of sort of creating awareness for a new product, you almost need to let people know
what you’re about before they go into it, because that is very much this is our brand
personality, this is what we are associating with but before that you kind of need to know ok
what is this company, what do they do, and that's where I think you need the more traditional
advertising or PR or something like that, so I think it definitely needs to tie in with other stuff

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as well to create that strong awareness but then with that and then sponsoring a show that
you like, that would work quite well

JT: So taking all this into account do you think that broadcast sponsorship has an effect on
consumer purchase intention

J10: I would say over all, possibly not, I’d say the average broadcast sponsorship wouldn’t
affect me buying a product at all, but some that I do really like would do, like Orange, that was
one that I really liked and that was almost because of what they offered with it, Orange
Wednesdays, they have almost linked their sponsorship with their product, like you can’t really
take them apart now, so with Orange you get Orange Wednesday because they sponsor film

JT: So taking the example of if you were going to order a pizza, do you think the fact that you
see Dominos regularly sponsoring the Simpsons, do you think that added awareness would
make Dominos your first choice

J10: Yeah I do, and I think they are quite clever with how they do that because they always put
it on at dinner time, it always makes you think oh I want a pizza and I am sure I have ordered
Dominos before because of the Simpsons, so maybe for something like that, an impulse
purchasing decision on the spot, where you can do something like that you can literally call
them up, I think if they get the timing right that could work quite well, but in terms of
Cadburys and Coronation Street, because it’s not the sort of thing that you would buy whilst
your watching it, I don’t know if it would have the same effect. The main thing I would say is
that I think it can work really well but I think companies have to be careful with that they
associate with not only because of the possible negative connotations but also because it
might be rejected by consumers if the fit isn’t right

JT: So when it comes to purchase intention, the elements of image and awareness could be
seen as important but broadcast sponsorships doesn’t have as stronger tie to this as maybe we
first thought

J10: Yeah definitely, and I think on its own it perhaps won’t work quite as well, I think it needs
support from other marketing activities in order to work very well and I think Orange obviously
does that so that might be why it is something that always sticks in people’s heads

JT: Right, ok well that's brilliant you have answered all of my questions! Thank you very much!

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