Advertising and Promotion Leverage on Arts Sponsorship Effectiveness

Beverly Thompson and Pascale G. Quester

Using an experimental approach, the returns achieved by three sponsors of the 1998 Adelaide Festival of the Arts are examined.

Advertising and Promotion Leverage on Arts Sponsorship Effectiveness

Pascale G. Quester University of Adelaide andBeverley Thompson University of Western Sydney

Although the word sponsorship is derived from the Greek 'horigia,' which is a combination of the words 'horos' (the dance) and 'iigoumai' (I direct or I lead) (Dalakas, 1996), a review of the literature reveals that, until recently, researchers in this area had focused their attention on sports sponsorship, often at the expense of any other type, to such an extent that most sponsorship knowledge has been derived from sports (Farelly and Quester, 1997). In fact,...

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