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While tapes of individual shows can
be purchased, duplication is prohibited by copyright.
However, by licensing Autoline
Detroit, either on an individual show basis or
annual contract, you will receive a beta tape of each
show for internal use at your discretion.
These can be duplicated, and/or edited for
internal networks, presentations and training purposes.
| Single
Show License: |
$550 |
| Full
Year License (@ 46 shows): |
$20,000 |
Basic
Sponsorship:
Each Autoline Detroit offers opportunities for up to six
sponsors. Each sponsorship includes two messages
in lengths of 15- or 30-seconds; one at the beginning
and one at the end of the program.
Sponsorships are offered on a quarterly (13 weeks) or
annual basis only, although special advertising
opportunities exist around special events.
Sponsorships are $18,000 net per quarter for 15-second
spots at the beginning and end of each program (total of
26 spots per quarter). Add 10% for 30-second
messages.
Exclusive Center Position
Sponsorship:
An exclusive sponsorship opportunity exists within the
program as a segue between the journalist discussion and
the top senior executive interview. Center
position sponsorship is $100,000 net for one year.
Exclusive sponsor has the benefit of exposure during all
of our special programs throughout the year.
Sponsorship, or underwriting, is different from and has
advantages over broadcast advertising in many ways.
Here we present some of the findings from a recent
independent study:
Bill Harvey presented a report to the Advertising
Research Foundation in October 2000. Bill Harvey
is President and CEO of Next Century Media and Co-Chair
of the New Media Model Committee of the Advertising
Research Foundation. SEI was founded by Next
Century Media, American Demographics Magazine and Studio
One Networks to develop a Sponsorship Effectiveness
Index that enables advertisers to measure the impact of
program sponsorships within various new media
environments.
| HYPOTHESES
OF THIS STUDY: |
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1.
Sponsorship has recall and persuasion
effects like traditional advertising. |
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2.
Sponsorship operates through different
cognitive processes than advertising
utilizes. |
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3.
Advertising changes the audience
perception of a specific product while
sponsorship changes the consumer’s
perception of a specific sponsor - which
can rub off positively on the brands of
that sponsor in terms of willingness to
purchase those brands. |
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4.
Sponsorship positive business effects
are maximized when: |
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a.
The target audience is highly
involved in the subject of the
program or event being
sponsored. |
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b.
That audience perceives there to
be a scarcity of content in the
subject area relative to their
appetite for it. |
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c.
The program/event is executed so
as to produce a high level of
satisfaction with the material
by the audience. |
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SOME
CONCLUSIONS FROM THE STUDY:
Referring to the third hypotheses above, it is
speculated that the perception of the sponsor
changed in the direction of “those are pretty
good folks, I ought to give them a fair
chance.”
We might characterize this as Gratitude or
Appreciation. Scales such as Trust, Liking
and Respect might also measure this dimension.
The perception of the sponsor has changed in a
positive way, and as hypothesized, that change
in perception of the sponsor - although the
perception of the brands did not change - did
positively change the consumer’s willingness
to buy the brands.
…we would ascribe the primary sponsorship
effect analyzed herein as belonging within the
Persuasion Level. It is a special case of
persuasion where the people behind a brand
become more attractive rather than the brand
itself becoming directly more attractive through
the increased perception of one or more of its
valued benefits.
A consumer may change behavior based upon a
perceived inequity in a situation. One
such perceived inequity situation might be
feeling grateful for a sponsor having brought me
a program, while I have not recently considered
buying that sponsor’s product.
Our
experienced producers and crews can provide professional
video services. Here’s
what we can do:
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B-Roll |
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VNR |
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Press
Conference Coverage |
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Event
Documentation |
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Corporate
& Training Videos |
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Pre- &
Post-Production |
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Lighting
& Sound |
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Animation
& Graphics |
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Music
& Talent |
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Non-linear
Editing |
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Beta,
M2, DV & VHS |
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For additional
information on licensing and/or sponsoring Autoline
Detroit, or on Blue Sky Productions and our services,
please contact Denise Scioli at:
Blue Sky Productions, Inc.
39201 Schoolcraft Road, Suite B-12
Livonia, MI 48150
Phone: (734)
542-7000
Fax: (734)
542-7014
Email: dscioli@blueskyproductions.tv
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