Today, Stuart Elliott notes the reemergence of the sole sponsorship in television advertising And Now a Word From Our Sponsor. Our Only Sponsor. Social marketers who have advertising strategies and budgets might want to consider the pros and cons of sole sponsorship as a way of leveraging a commercial relationship and gaining access to all of the "eyes and ears" of the audience for a specified length of time. You don't have to sponsor "60 Minutes" to get involved and test the idea. Local TV weather reports, various segments of radio news and entertainment, banners on local web sites or blogs, and local and regional cable outlets provide other opportunities. There are several examples in Australia and the US of a social marketing agency or program sponsoring a race car or sports team [At the Pawtucket Heart Health Program, we sponsored a boys soccer team as part of our outreach to the Portuguese community for the price of custom jerseys]. Or just start your own podcasting and blog sites for national reach. Better yet, partner with "like minded" sponsors to divide and fund the advertising expenses of a high profile event or broadcast (could we ever see groups like the ACS and AHA really do this?).
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