athletes training for and partic Games in the Olympic CASE STUDY 6-1 The United
ID: 349441 • Letter: A
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athletes training for and partic Games in the Olympic CASE STUDY 6-1 The United States Olympic Committee Persuading Business to Participate in the "Asking for corporate sponsorship is a difficult task," she said, "because we maintain exclusivity in each product category and we must negotiate scparately with each corporation for the rights to use our marks "We don't roceive government funds," said Lynne and logos." Exclusivity, she explained, means that only Cribari, "so corporate funds and private donations one sponsor will be permitted to use the U.S. Olympic provide the bulk of our support. And, in asking for Committee's logotypes, including the universally Olympic Movement corporate sponsorship, we walk a very fine line recognized five-ring Olympic symbol. between encouraging enthusiasm for and participation Current sponsors include such corporate giants as in the Olympic spirit on the one hand, and crass over-IBM, Bausch & Lomb, Eastman Kodak, VISA Cards commercialization on the other." International, and Anheuser-Busch Brewing Lynne Cribari is Manager of Corporate "Our task is to create an environment in which Participation for the United States Olympic Committce the marks are used appropriately." Cribari said, "and (USOC), and works in the Usoc's headquarters in that means that we're directly involved in what's Colorado Springs, Colorado. She received a political known as "cause-related marketing." If you use your science degree from The Colorado College and, VISA card to make a purchase, for example, VISA will following a brief career in media relations and local television, joined the USOC as assistant director of broadcasting. Today, her task is to assist the Director of Marketing and the Exccutive Director of the USOC in securing corporate sponsorship for United States contribute a certain amount Committee." Cribari said the persuasive challenge in her job is to create a partnership in which both the Olympic Movement and the corporate sponsor will benefit. "We
Explanation / Answer
1. Mrs. Cribari and her colleagues at the U.S. Olympic Committee are following basic theories of persuasion.
The basic theories of persuasion are Attribution theory, Conditioning theories, Cognitive dissonance theory, Elaboration likelihood model, Functional theories, Inoculation theory, Narrative transportation theory and Social judgment theory.
Here in this case, Mrs. Cribari cites an examle of Kraft General Foods. The impression of Kraft General Foods was that their products were not in-sync with health concious diet. So, in order to persuade public about Kraft Foods that their products are healthy, they developed a campaign which said that Kraft Foods sets the U.S. Olympic training table. They did this even involving actual athletes in their commercials. Thus, to establish a emotion with the product helps in product sales.
Citing an example of Kraft Foods to corporates, thus, inturn persuade corporate sponsors to provide sponsorship.
2. The attention giving device Cribari employs is, it is a win-win situation for all. Sponsorship ofcourse benefits USOC, even the sponsors are benefitted as USOC helps them develop a fully integrated persuasive plan which in turn increase their sales and corporate revenues, and beneficial for the athletes too.
3. The principal motivation for corporate sponsors to pay such large sums of money for the use of Olympic name and logos is the cause-related marketing. Because this will add value to their business. Benefical for the corporates which inturn will increase their sales and corporate revenues.
4. As such, USOC insists on sponsorship that is in cash. But some sponsors provide sponsorsip in "value in kind". Here it shows their resistence to counter-persuasion as they insist sponsorhip in cash.
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