1.

Content marketing:

It is a type of marketing in which different types of content are used, for example, video, articles,

podcasts, films and blogs. These different types of content are generally used to attract customers

to the brand and increase awareness. (Philip Kotler, 2021)

When there was very little access to the internet, the marketing was traditional promotions using

newspapers, television and pamphlets. But with the increase in smartphone usage, a shift of the

users has been noticed on social media and online platforms. Even online shopping is now a

major thing where millions of purchases are made via online transactions per day. To promote

the products in online mediums, it becomes important to develop appropriate content for that

product such that the customers are convinced to buy the product. The importance and need for

the product can be generated through creative content as done by many e-commerce websites

like Amazon and Flipkart.

According to a recent social media analytics report, the Coke campaign name the share a coke

has raised much attention and the youth population. Around 12% of the Coke products were sold

online from June 10 to July 11. This shows the importance of the internet and content marketing

(Tadena, 2014).

2. While dealing with the marketing scenario, the sponsorship plays an essential role for a

particular association or a company, which acts in a supporting way for a particular project

or program or any event. People who provide an essential amount of support tend to be

similar to the benefactor and are particularly known as sponsors. However, sponsorship is

the most imperative marketing tool which deals extremely to enhance productivity and

efficiency (Philip Kotler, 2021). Moreover, the major purpose of sponsorship is to generate
support To the target audience, which further helps a particular business to meet its

appropriate goals and targets. Furthermore, discussing the certain objectives of sponsorships

by considering the promotional mix is said to improve the relationship with the community,

which helps a particular company get promoted through improved community relationships.

In addition to this, gaining publicity is also one of the sponsorship objectives, which means

that an association will experience certain scenarios of direct marketing with the sales

promotion by gaining publicity. This way, a particular firm will reach out to more

individuals. Moving further, and by sponsoring big events, a large Amount of money is

involved, which deals with the sponsorship for specific events that will bring a promotional

mix and fulfil the objective of fostering company association and favourable brands (Philip

Kotler, 2021).

The National Football League is on its way back, and it has become a necessary time for big

brands to do a sponsorship for their promotion. In the NFL, Pepsico Inc. has done a

sponsorship deal. The deal applies to the 2022 playoffs and is one of the largest sponsorships

of around 2.3 billion dollars (Tadena, 2014)

References

Futterman, M. (2011). NFL Back On Field, And Deals Pile Up. Retrieved from The Wall Street

Jounal:

https://www.wsj.com/articles/SB10001424053111904900904576552773485086198

Tadena, N. (2014). Coke's Personalized Marketing Campaign Gains Online Buzz. Retrieved

from The Wall Street Jounal: https://www.wsj.com/articles/BL-269B-1114

Armstrong, G. (2020). Principles of marketing, ebook, global edition (18th ed.). Pearson

Education.