Advertising and NASCAR and Advertising Term Paper

10). Branding a sport means picking the focus and emphasizing it. For instance, "Nissan ranks high on the shopping list," since "we know what triggers a consumer's desire beyond price point alone" (Ibid. p. 13) When Nissan is out there on the race track, the consumer focuses on it as he or she never would anywhere else.

When Tony Stewart climbed the 20-foot fence to be with his fans after winning at Daytona International Speedway, Joe Gibbs took advantage of the moment. "It also turned out to be a marketing opportunity," and Home Depot, the sponsor of Stewart's team, placed full-page ads in newspapers throughout the country. "Hey Tony,' the ad read. 'We have ladders'.... And sales rose by a double-digit percentage in the immediate aftermath" (Poole, p. 1).

The ad showed Stewart climbing up the fence at Daytona. Then it was used to promote a weekend sale on ladders and fencing throughout the nation. During the Pocono weekend, here was an opportunity to save 10% on the purchase price if one needed a ladder or fencing products. Turner Sports Interactive made the dime on this marketing ploy.

It was a wonderful, perfect marketing idea. Stewart's unique way of celebrating helped Home Depot jumpstart the campaign and it is positive the sale would have been be extended if he had won at Pocono. It was a ladder that Home Depot associates then presented to Stewart during his appearance on Sunday at Pocono. The process used by Home Depot to both set the sale and to take advantage of the exciting celebration at Stewart's is one that companies are using more and more.

Home Depot's spontaneous ad campaign is the exception, rather than the rule. Usually they require much work on the part of agencies and promoters and publishers to have them prepared in time for deadlines.Corporate sponsors are assuming more power in NASCAR's world, and Home Depot set the precedent. Home Depot is nation-wide, and they sell ladders, so they were able to utilize the situation for marketing and public relations. On a website called NASCAR.COM, the official t racing site for NASCAR fans on the web, advertisers can increase visibility of their name and product, promote brand awareness, and site traffic by advertising there.

Advertising, something that is common to the eye in the United States, has become somewhat of a joke among NASCAR fans. Even at the national and multi-national level, one can see the big bucks come rolling in, in order to reach the enormous audience and many layers are involved. The sport has turned into one big commercial, but perhaps this is what was intended and it certainly hasn't had the effect of turning off the viewing audience.

References

Branham, H.A., and McKim, Buz. (2006),the NASCAR Vault: An Official History Featuring Rare Collectibles from Motorsports Images and Archives. Chicago: Becker & Mayer.

Buckley, J. (2005). Nascar. New York: DK Children.

Grimaldi, J., Hadeler, D., Richards, S., Berger, R. et al. (2003). The Art of Advertising: CEOs from Mullen Advertising, Marc USA, Euro RSCG & More on Generating Creative Campaigns & Building Successful Brands. New York: Aspatore Books.

Hagstrom, R.G. (2001). The NASCAR Way: The Business that Drives the Sport. New York: John Wiley & Sons, Inc.

Martin, M. And Ruschak, B. (2005). NASCAR for Dummies. Indianapolis, in: Wiley Publishing.

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