08 Do you think WSS should use sponsorship or newspaper advertising as the main method of promotion? Justify your ...[6]

[BASEL Moderator]

Wilde Soup Stop (WSS) makes a range of soups and hot drinks. It owns 30 shops and has sold its franchise to 10 other shops in country Z. The Marketing Director said: ‘Results from our focus group show that being an ethical business is important’. WSS plans to extend its product range to include curries and cakes. WSS will need to change its brand image. The Marketing Director cannot decide whether to use sponsorship or newspaper advertising as the main method of promotion.

08 Do you think WSS should use sponsorship or newspaper advertising as the main method of promotion?
Justify your answer.[6]

Possible KN Points
Sponsorship
• Can target the intended market
• The business will be linked to the event sponsored
• Actions of the sponsored person or group could damage WSS’s reputation

Newspaper advertising
• Can be seen by a lot of people
• Falling readership of newspapers