Ch. 17 - Advertising & Public Relations

ESPN is one of those companies who spends a great deal of time worrying about their media awareness, and with proper justification.  Therefore, advertising and public relations is always a constant concern for a company who tops the charts at a 97 percent media awareness.  Media awareness becomes advertising in a simplex world.  In order to achieve media awareness, you advertise to create awareness of your brand.  In this case, ESPN stands alone in the sports broadcasting realm.  Take a look at ESPN's commercials that never fails to be current and up to date advertisements.

Public relations are essential for success as well.  Don't burn bridges is what comes to mind when we discuss public relations.  When I picture ESPN, I picture a giant elephant sitting quietly in the corner.  Not having pour relations with other companies especially in sister markets, ESPN with NFL or ESPN with NBA is quit a feat in itself.  However, having a positive relationship is the boost most giant brands are looking for.  Synergy is a good way to sum this up.  When ESPN and NFL, arguably two top 5 names when talking about American sports, work together, it only boost advertising and sales to have a good working relationship.

Going back to the giant elephant in the corner, ESPN, other than the required relationships with professional leagues and teams, ESPN hadn't paired up or advertised much due to the fact they were in such command of the sports broadcasting market.  Which made them the quiet giant elephant who sits in the corner never talking but everyone knows is there.  However, recently ESPN starts to find their voice in the world.  ESPN and Time Warner Cable has recently paired together on an advertising campaign which should boost sales as well as their public relations with companies ESPN would normally never associate with.  This duo should be seen as a good example of product placement and sponsorship because while advertising ESPN Live with Time Warner Cable it helps improve ESPN's brand(media) awareness.  I believe this is the reason behind ESPN's sudden pairings with companies such as Time Warner Cable and Nokia to help advertise their new mobile markets, both domestically and internationally.

Without, marketing/advertising and innovation, there would be NO success in the current world for companies.