stic which are the promotion for product or service by a sponsor. It has also been admitted that advertising is suitable to build the long term brand image and create the initial awareness. It is controversial issue to distinguish which element is the most influential one in the marketing mix. However, it still needs to be admitted that advertising take the majority part of promotion budget in the campaign regularly as well as widely reach the mass target audience. Furthermore, TV advertising would is arranged the most money because it costs more than other categories like press or radio. In other words, although advertising takes most spend of promotion, it is still the low cost for each unit person (Kotler and Armstrong, 2006). Therefore, from firms' perspective, advertising seems to be the economical methods to reach most consumers (Pickton and Broderick, 2005). Moreover, advertising can play the major role to supplement the rest of tools which efficiently enhance the awareness of campaign and increase sales. For example, it is evidential that most sales promotion messages are conveyed by advertising to reach most audiences. In addition, public relations event such as event sponsorship needs the advertising support to announce the information which also can enhance the awareness (Burnett, 1992). However, there are some limitations of advertising which have been argued. Firstly, it is hard to prove that audience would purchase the products after receiving the commercial message. In other words, the sequenced process needs to be demonstrated more evidences. (Pickton and Broderick, 2005). Also, there are several vital cause which can influence the purchasing such as reasonable price, convenient location and quality product (Burnett, 1992). Therefore, advertising can be the influential facts to brand awareness and attitude. Even the direct effect for stimulating purchasing needs to be considered the relationship, it still can be the functional tools in marketing communications.
Sponsorship:
Sponsorship is in the sub-category of public relations which is to build a relationship and corporation image (Kotler and Armstrong, 2006). The definition of sponsorship is that the firms invest the money or in kind to expect the potential revenue to achieve the marketing objectives (Meenaghan, 1991; Berrett, 1993). In recent years, sponsorship has been popular and divided from public relations to be an independent tool in the marketing communication mix which show that the use of sponsorship is increasing and more different types of sponsorship are developing (Pickton and Broderick, 2005). Although most of firms keep a limited budget for sponsorship, in some sponsored activities the cost is still a great deal of money such as Carling sponsor as a title to Carling cup. Moreover, the world cup and Olympic both are the popular event which have attracted many aggressive sponsor to invest in it. It has been claimed that sport, arts, education and broadcast are the most popular categories for sponsorship (Smith and Taylor, 2004). It has been claimed that audiences can be aware of the sponsor brand and evoke the brand in the purchasing occasion which increase the brand recall and add the brand into the considered brand portfolio. The brand a
