50 replies to this topic

[Ron Hershman]

I guess Howie won't be racing in the Marlboro Cup Retro slot race where they are going to pay the Top Finishing "Legend" racer from the 60's 100,000.00???

[Howie Ursaner]

I guess Howie won't be racing in the Marlboro Cup Retro slot race where they are going to pay the Top Finishing "Legend" racer from the 60's 100,000.00???

I will have to evaluate the situation. I could win the money and help the poor.

[JohnnySlotcar]

Smoke em if ya got em!!!

[Ron Hershman]

I will have to evaluate the situation. I could win the money and help the poor.

Yea...help "poor" Howie

[Larry Mattingly]

Probably by sales of cigarettes with the car on the package.

Rob

The 'imprssions' I was referring to are the number of times a company and its logo are seen and heard on television broadcasts primarily. There is actually a report issued that gives you a break down on haw many minutes of air time a sponsor receives during a race, and that is equated into a dollar figure. An unmarked red car going around would give you zero impressions. And as far as placing an unidentified red race car on your packaging... you could certainly do that for less than a half billion dollars...

I remember one of my teams highest ratings came in a race in which we ran poorly, because we received a great deal of exposure due to the fact we were being lapped regularly by the race leader...

I personally never bought into the theory, because in most cases a logo doesn't sell anything. It does not deliver a message to the consumer, unless you want to get into discussing subliminal selling...

Didn't matter, companies bought into the deal, and were ALWAYS impressed when you told them on Monday that they received $76,000 worth of TV exposure...

IMO... hospitality, in the form of business to business marketing, is and was the best bang for a sponsor. They get to wine and dine AND sell product to firms who use and sell their stuff. That is the only reason the company you work for (CAT) sponsors race cars.

Perhaps the best example of the use of hospitality are beer companies. Their 'customer' is not really the guy at home watching the race, it is master distributors and retail firms who purchase their products to sell to the end consumer. Hospitality gets their product at the end of the store ailes, beside the life size cardboard cut out of the their driver.

Pure Marketing 101...

LM

[Noose]

Yeah..after watching all those cool e-Trade commercials with kid I want an i-Pad. Oh..they want me to trade stocks. Oh well.

[Ron Hershman]

Rob

The 'imprssions' I was referring to are the number of times a company and its logo are seen and heard on television broadcasts primarily. There is actually a report issued that gives you a break down on haw many minutes of air time a sponsor receives during a race, and that is equated into a dollar figure. An unmarked red car going around would give you zero impressions. And as far as placing an unidentified red race car on your packaging... you could certainly do that for less than a half billion dollars...

I remember one of my teams highest ratings came in a race in which we ran poorly, because we received a great deal of exposure due to the fact we were being lapped regularly by the race leader...

I personally never bought into the theory, because in most cases a logo doesn't sell anything. It does not deliver a message to the consumer, unless you want to get into discussing subliminal selling...

Didn't matter, companies bought into the deal, and were ALWAYS impressed when you told them on Monday that they received $76,000 worth of TV exposure...

IMO... hospitality, in the form of business to business marketing, is and was the best bang for a sponsor. They get to wine and dine AND sell product to firms who use and sell their stuff. That is the only reason the company you work for (CAT) sponsors race cars.

Perhaps the best example of the use of hospitality are beer companies. Their 'customer' is not really the guy at home watching the race, it is master distributors and retail firms who purchase their products to sell to the end consumer. Hospitality gets their product at the end of the store ailes, beside the life size cardboard cut out of the their driver.

Pure Marketing 101...

LM

Through One-Third of the NASCAR Season, Kyle Busch is the Most-Mentioned Driver and Tops in Sponsor Exposure

ANN ARBOR, MI, June 14, 2011 -- Even before his most recent dustup, Kyle Busch had been the center of attention during this year’s NASCAR Sprint Cup Series broadcasts. Interviewed longer and mentioned more frequently than any other driver on the circuit during the first 12 event telecasts of 2011, Busch parlayed the spotlight into $28.4 million of exposure value for his sponsors—some $6.5 million more than the next most sponsor-potent driver, Dale Earnhardt Jr.

According to research conducted by Joyce Julius & Associates, Inc. -- which has monitored every NASCAR race telecast over the last 27 seasons -- Busch’s sponsors, with logos appearing on his car, uniform and pit crew, etc., were monitored for eight hours, 30 minutes, 39 seconds (8:30:39) during live and replayed coverage of NASCAR’s Daytona 500 through last month’s Coca-Cola 600. Additionally, Busch and the FOX TV crew verbally mentioned his sponsors on 95 occasions.

Joyce Julius calculates television exposure value by comparing the in-broadcast visual and verbal exposure to the estimated cost of a national commercial during the telecast and applying Joyce Julius Recognition Grading -- which takes into account such factors as size and placement of the image on screen, as well as brand clutter and integration of the brand into the activity.

Earnhardt Jr.’s cumulative exposure value ranked him second among all drivers with $21.8 million, based on 5.5 hours of on-screen time for his sponsors and 18 brand mentions. The popular driver was third in interview durations (0:13:07), but interestingly, Earnhardt Jr. sat just seventh in total driver mentions (1,140).

Meanwhile, Trevor Bayne, despite starting only eight of the first 12 points races this year, rode the wave of his Daytona 500 win to earn $12.3 million of exposure value for his sponsors, the seventh-most among the drivers. Bayne placed 20th in terms of cumulative sponsor on-camera time and 22nd in driver mentions.

Driver Sponsor Exp. Verbal RG Exp. Driver Interview Driver

Time Mentions Value Interviews Durations Mentions

1) Ky. Busch


8:30:39


95


$28,447,545


16


0:21:17


2,107

2) D. Earnhardt Jr.


5:36:54


18


$21,835,475


8


0:13:07


1,140

3) J. Johnson


8:09:27


41


$20,332,440


11


0:09:40


1,526

4) K. Harvick


5:25:07


120


$17,256,695


16


0:12:37


1,143

5) J. Gordon


5:26:12


31


$16,439,475


9


0:09:39


1,295

6) C. Edwards


5:32:30


72


$15,229,945


17


0:15:42


1,558

7) T. Bayne


2:16:48


23


$12,312,365


9


0:08:46


439

8) T. Stewart


4:39:04


8


$12,128,595


5


0:02:24


1,065

9) M. Kenseth


4:03:45


37


$11,314,500


10


0:07:51


1,152

10) C. Bowyer


4:28:44


39


$11,293,260


9


0:06:52


998
Rankings are based on the cumulative Recognition Grade® exposure value associated with each driver, calculated during live and replay telecasts of the first 12 NASCAR Sprint Cup Series events of 2011.

About Joyce Julius & Associates, Inc.:

Joyce Julius & Associates, Inc. is the sports and entertainment industry leader in accurate measurement and evaluation of sponsorships and promotional programs. Joyce Julius' fully customizable, third party research is highlighted by in-broadcast television exposure monitoring, full media measurements, and fan/consumer perception analyses.

The Ann Arbor, Michigan-based firm has been measuring the impact of corporate sponsorships across all forms of media since 1985. These forms of media include national and regional event television broadcasts, television highlight and news programming, event radio, print media, Internet articles, along with exposure stemming from promotions and advertising, as well as event on-site elements.

http://joycejulius.c...une_14_2011.htm

[Larry Mattingly]

Thanks Ron...

Sums up what I was attempting to point out...

I still question, however, if a logo showing up on a race car actually sells product...

IE: Back when the American Speed Association was on the then Nashville Network (and BTW, it wasn't a time-buy...TNN actually produced the shows and paid ASA a licensing fee...lol) there was a top running car sponsored by the Wunder-Bar Company.

I often wondered how many viewers purchased its products, or for that matter, even had a clue what the company made...

LM

Oh yeah... they produce the nozzles for soda dispensing machines...LOL

[Ron Hershman]

Thanks Ron...

Sums up what I was attempting to point out...

I still question, however, if a logo showing up on a race car actually sells product...

IE: Back when the American Speed Association was on the then Nashville Network (and BTW, it wasn't a time-buy...TNN actually produced the shows and paid ASA a licensing fee...lol) there was a top running car sponsored by the Wunder-Bar Company.

I often wondered how many viewers purchased its products, or for that matter, even had a clue what the company made...

LM

Oh yeah... they produce the nozzles for soda dispensing machines...LOL

LOL I never purchased ANYTHING because they sponsored or their name was on a race car. I don't buy into that nascar crap of fans being "brand loyal". I don't buy into that "win on sunday sell on monday" crap either.

Advertising is a necessary evil, but where to advertise is the question and tracking direct results from advertising is also hard to track unless it's a print form where the customer has to bring in the coupon or ad to get a deal.

Ask Mc Donald's why they advertise and other than new "product" they will tell you to keep their name out there so people don't forget Mc Donalds..... who is going to forget McDonald's??? Same for Coke, Pepsi, the beer companies, etc.

But most have huge budgets and buy advertising to keep from paying taxes on that money if it was unspent. Better to advertise than give the money to the Gov't

[Hworth08]

I guess Howie won't be racing in the Marlboro Cup Retro slot race where they are going to pay the Top Finishing "Legend" racer from the 60's 100,000.00???

Where's that race gonna be? Send me a thousand bucks show money and I'll be there!

Now we're using F1 style "hype enhancement". May as well increase first place to an even million. I'll get Winston to sponsor the race, remember the Winston Million?

[Larry Mattingly]

LOL I never purchased ANYTHING because they sponsored or their name was on a race car. I don't buy into that nascar crap of fans being "brand loyal". I don't buy into that "win on sunday sell on monday" crap either.

Advertising is a necessary evil, but where to advertise is the question and tracking direct results from advertising is also hard to track unless it's a print form where the customer has to bring in the coupon or ad to get a deal.

Ask Mc Donald's why they advertise and other than new "product" they will tell you to keep their name out there so people don't forget Mc Donalds..... who is going to forget McDonald's??? Same for Coke, Pepsi, the beer companies, etc.

But most have huge budgets and buy advertising to keep from paying taxes on that money if it was unspent. Better to advertise than give the money to the Gov't

LOL...

I was almost asked to leave a NASCAR marketing seminar once when I questioned the claim that 75% of its fans will buy a product if it is involved in sponsorship.

I pointed out that if there are four beer companies sponsoring cars, which 'one' is the fan supposed to buy and be loyal to? Never did get an answer...

Better yet... should have been in my house when I switched one my tracks from Coke to Pepsi due to a better sponsorship deal. The look I got from my wife (an addicted Diet Coke drinker) was priceless when I told her we needed to start purchasing Diet Pepsi. Needless to say, Diet Coke remained in the Fridge.

There are, however, examples that motorsports does work for companies. I had some friends who worked in advertising for Pittsburgh-based H.J. Heinz. They told me that NASCAR sponsorship increased their market share in the Southeast and elevated its ketchup line to number two behind Hunt's, which owns the South. They dropped out rather quickly after achieving their goal.

The head of the Wannamaker Dept. Stores was quoted once saying that: '50% of every advertising dollar spent is wasted money'.

LM

[Zippity]

Ferrari just announced that they extended their deal with Marlboro through 2015.

Worth over a half billion dollars ... $160 million per season.

And, the best part is Marlboro can't even display its logo on the cars...

LM

I wonder if they would have pulled this level of sponsorship if their cars were painted yellow or blue?

[TSR]

That would have been another brand of cigarettes. Remember the Jordans with their hornets?

[Mike Patterson]

Where else is Marlboro going to advertise? They can't put ads on TV or in magazines. They're not allowed banners at sporting events. They have to spend their advertising budget SOMEWHERE!!! And $160 mil a year really isn't THAT much money, if sponsoring an F1 team is your only major advertising outlet.

[Rotorranch]

That would have been another brand of cigarettes. Remember the Jordans with their hornets?

And "Bitten & Hisses".

Rotor

[Mopar Rob]

IMO... hospitality, in the form of business to business marketing, is and was the best bang for a sponsor. They get to wine and dine AND sell product to firms who use and sell their stuff. That is the only reason the company you work for (CAT) sponsors race cars.

Yea, all the tickets and hospitality for NASCAR events went to dealers who I would guess kept them for themselves or big spending customers? About all we had at the plant level was Dave Blaney in his last year driving the car sat in a tent at the plant and autographed CAT merchadise that we were able to buy at the usual employee discount. CAT also did rent a simulator truck for us that was kind of cool.

About the best deal for plant employees was the CAT sponored Top Fuel Dragster. We could buy discounted tickets to NHRA events, take the party bus from the factory, bla, bla bla. Too bad they killed the sponsorship with the downturn in the economy.

[JohnnySlotcar]

At least you got the cad cam program from them!!!

[Russell Sheldon]

Due to pressure from the anti-tobacco lobbyists, who accused Marlboro of subliminal advertising, Ferrari stopped using the ‘bar-code’ stripes from the 2010 Barcelona Grand Prix. The car now just has a white rectangle on the air box:-



Tobacco advertising in Formula One actually started in South Africa. Until the mid-1990s, South Africa was an attractive place for tobacco companies to do business. About one third of the adult population smoked, excise taxes were relatively low, and there were virtually no tobacco control measures in place. Research undertaken in 1995 indicated that 34% of South African adults 18 and older smoked -- 54% of men and 17% of women. Being such a huge market, tobacco companies invested millions in advertising and sponsorships. Motor racing was specifically targeted as being an ideal vehicle to promote various cigarette brands.

The Gunston Cigarette Company introduced tobacco sponsorship to South African motor racing in 1968, when they sponsored John Love and Sam Tingle. The first time Formula One cars appeared in a Grand Prix with cigarette sponsorship, was at the 1968 South African Grand Prix, where both John Love's Brabham BT20–Repco and Sam Tingle's LDS Mk3B were painted in Gunston livery.


John Love, 1968 SAGP, Team Gunston Brabham Repco BT20

The next race of the 1968 F1 World Championship was the Spanish Grand Prix, the first time that Team Lotus cars entered a Grand Prix in Gold Leaf cigarette livery, although their cars had appeared in Gold Leaf colours during the 1968 Tasman Series, held after the SAGP, where Jim Clark and Graham Hill drove Lotus 49T's in Gold Leaf Team Lotus livery mid way through the series.


Gold Leaf Team Lotus 49T, Wigram, 1968

Gunston was the main rival to United Tobacco Company's Lucky Strike cigarette brand and in 1970, Lucky Strike entered motor sport when they sponsored Dave Charlton in the SA F1 series. This saw the start of the "tobacco wars" in South African motor sport, which raged on for almost a decade.

The United Tobacco Company (UTC), owned by South Africa’s Rupert family, also controlled Rothmans International, the world’s fourth largest multinational tobacco company. Its most popular brands included Lexington, Embassy, Dunhill, Peter Stuyvesant, Pall Mall, Rothmans, and St. Moritz.

UTC changed its name to British American Tobacco South Africa in 1997, when BAT acquired Rothmans International. BAT continued to invest in motor sport, buying out Tyrrell in 1997 and renaming the team British American Racing (BAR) in 1998. The Rupert family still holds a majority shareholding in BAT.

At the launch of their new car BAR unveiled separate liveries for their cars; Villeneuve's car painted in a Lucky Strike livery and Zonta's carrying a blue and yellow 555 livery. The FIA deemed the dual liveries illegal under F1 regulations which state that a team's cars must carry largely identical liveries.

To get around the ban BAR ran one side of their cars painted in the white and red of BAT's Lucky Strike brand, and the other side in blue and yellow to advertise 555.


The Lucky Strike / 555 sponsored BAR 001

Here are pictures of some of the tobacco company sponsored F1 cars which raced as privateers in the South African Grand Prix from 1968 to 1975:-


John Love, 1969 SAGP, Team Gunston Lotus 49


Peter De Klerk, 1970 SAGP, Team Gunston Brabham BT26A


Dave Charlton, 1971 SAGP, Lucky Strike Brabham BT33


John Love, 1971 SAGP, Team Gunston March 701


Dave Charlton, 1972 SAGP, Lucky Strike Lotus 72D


Eddie Keizan, 1973 SAGP, Lucky Strike Tyrrell 004


Dave Charlton, 1974 SAGP, Lucky Strike McLaren M23


Paddy Driver, 1974 SAGP, Team Gunston Lotus 72E


Ian Scheckter, Lexington Tyrrell 007, leads Dave Charlton, Lucky Strike McLaren M23


Gunston cigarette advertisement

Due to spiralling costs, the SA national championship series switched to Formula Atlantic cars for 1976. Lucky Strike sponsored this radical car:-



Closing shot:-



Kind regards,

Russell

[Mopar Rob]

At least you got the cad cam program from them!!!

John:


From them, the community college, and the copy from eBay on my desktop that runs slow.

Just love that you guys are so consumed by what I do that you think you know it all

[Ron Hershman]

What year did Viceroy come to Can-Am 1971??? Wasn't Viceroy also at Indy about the same time frame?

[Steve Deiters]

I don't remember the Viceroy brand in Can Am unless they were a division of Liggett & Meyers who sponsored Peter Revson in the Lola 222(?) with the L&M brand and then they switched to Penske and the turbo Porsche's the next year I believe. Viceroy did sponsor the Parnelli Jones "super team" of Mario Andretti, Al Unser, and Joe Leonard. The Indy car effort was like '72 or so. Picture from '72 with the first Parnell chassis.

[Ron Hershman]

I am confused I guess.....LOL.... I was thinking Mario raced a Can-Am race with Viceroy.

[Jacob Shiplet]

LOL I never purchased ANYTHING because they sponsored or their name was on a race car. I don't buy into that nascar crap of fans being "brand loyal". I don't buy into that "win on sunday sell on monday" crap either.

Advertising is a necessary evil, but where to advertise is the question and tracking direct results from advertising is also hard to track unless it's a print form where the customer has to bring in the coupon or ad to get a deal.

Ask Mc Donald's why they advertise and other than new "product" they will tell you to keep their name out there so people don't forget Mc Donalds..... who is going to forget McDonald's??? Same for Coke, Pepsi, the beer companies, etc.

But most have huge budgets and buy advertising to keep from paying taxes on that money if it was unspent. Better to advertise than give the money to the Gov't

I have to say that I never shopped at Lowes while TS was sponsored by Home Depot. When the sponsorship left, I decided to drop into Lowes, I havent been back to HD since. Although I still strongly dislike JJ, the customer service at Lowes is hard to beat.

[TSR]

Russell,
Thanks for your input and the great and rather rare pictures of F1 cars in South African tobacco liveries. I am puzzled by the bizarre Atlantic car in Lucky Strike livery. Looks to me like a modified RALT RT-1, but what is it?
Regards,

[tonyp]

I was just about to ask the same question. The nose is interesting.