The spectators predominantly making up the genre of who buys heavy machinery, tools, or other such products are found common in the areas where NASCAR is most popular. A brand can be determined directly by its advertising in terms of its entire scope because the type and distribution of advertising can dictate the products salability and consumer base. For example; one may conclude that Egg-Nog is a holiday brand simply because it is only advertised during a certain time of year. Budweiser is synonymously known for its Super Bowl commercials, which in-effect has given it an association as a 'mans-beer' or a commonality of such conglomerations components.

Sponsorship for a product helps to create demand for that product in several influential ways. In terms of NASCAR, sponsors are most interested in selecting a car and driver that is much more likely to be a winning car/driver. This is not only because of the further exposure that will be achieved in such sponsorship, but it will also derive a psychological and social correlation of the sponsors product or service in the fact that there is a positive association when an advertisement is displayed with a high profile, well-recognized, or popularly winning entity such as a driver or car. The same is seen in any competitive organization that accommodates sponsorship - golf, football, baseball, weightlifting, etc.

In the instance of AAA sponsoring the Nextel Cup Series, the insurance company has developed a special and customized paint scheme, which is anticipated to help spectators associate the quality of their service as a result of the impression of the paint scheme (Calcagni, Rossi, 2006). These are intricate and complex marketing concepts that have come through the wake of heavy and rigorous research and understanding. When consumers make the association of a product, either subliminally or consciously, their decisions for purchasing the product or service is highly influenced and creates the overall demand for that product over its competitors.

Sponsorship...

Just as a positive association can be attributed to a winning racer, the opposite can be attributed with a losing racer. However, it is all subject to circumstance. In the instance of Texas Instruments' sponsorship of a racer that had anything but positive standings in several high-profiled Cups, the company's objective with advertising did not receive negative feedback. Instead, they were inundated with spectator interest in the product for which an expensive account was assigned to advertise on their sponsored racer (the Associated Press, 2006). Another negative association that can happen from sponsorship is that there product may be wrongfully assumed to perform or provide a service or product that is confined to limits by which it is not. For example, in the case of Texas Instruments, where they promoted a technology used in the development of televisions, and not televisions themselves. The understanding that spectators viewing their advertisement may well come to be misinformed due to inability to differentiate the differences in what TI provides.
Bibliography

Guthrie, Doug. The Detroit News; online forum. 2007. Retrieved from the World Wide Web July 27, 2007:

http://forums.detnews.com/racing/index.cfm?blogid=224

Croston, Robert. Business Know How; Keys to Launching Your Service Brand... The Right Way. 2007. Retrieved from the World Wide Web July 27, 2007; www.businessknowhow.com.

Calcagni, T., & Rossi, C. (2006, April 9). AAA-Sponsored Nextel Cup

Series Car to Feature Special Paint Scheme During "Neighborhood Excellence

400" at Dover International Speedway. AAA NewsRoom. Retrieved August

29, 2006 from; http://www.aaanewsroom.net/main/Default.asp?CategoryID=4&ArticleID=445

The Associated Press. (2006, April 10). TI Enters NASCAR Advertising.

Retrieved August 29, 2006 from;

http://cbs11tv.com/sports/local_story_100153049.html