Wednesday, August 07, 2013

Sponsorship vs. advertising

If you want to sponsor a bowling, softball or Little League team, do it. But, don't expect to get an abundance of advertising benefit out of it. Consider it only to be good public relations or as a deviant pursuit of your own hobby.

When you charge this type of promotion off to your advertising account, it will tend to give a false reading to the overall effectiveness of your ad program. Keep this type of advertising under a separate heading such as Public Relations.

Keep track of other accounts, too. Promotions with special discounts should be tracked for your information and consideration in the future. Yellow Pages, Radio, TV, Newspaper, Direct Mail and other venues should be logged under advertising but tracked separately.

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