A new framework for evaluating sponsorship opportunities

Despite the popularity of sponsorship, there remains a paucity of research attention. This is especially the case when considering the product relevance issue (the fit between the sponsor and the activity being sponsored).

A new framework for evaluating sponsorship opportunities

Derek T.Y. Poon and Gerard Prendergast Hong Kong Baptist University

INTRODUCTION

Traditional media advertising, especially on television, has long been regarded as the most effective tool for marketers to promote their products. Consumers' impatience with such traditional techniques has recently led to the growth of behaviour such as zapping (e.g. Belch & Belch 2001), so marketers today are searching for other media approaches. At the same time, it is also important for companies to build long-term and trusting relationships with the public, and this need has consequences for corporate marketing...

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