Sponsorship effectiveness. What is driving consumer response?

The paper describes research to measure the influence of different factors that drive consumer response to sponsor signs in terms of sponsor awareness.

Sponsorship effectiveness. What is driving consumer response?

Alexander J Olivier, Research International Nederland BV, The Netherlands; Erik M Kraak, Heineken Brouwerijen BV, The Netherlands

BACKGROUND

Sponsorship has been growing tremendously in the last ten years or so, with sponsorship now much more than in the past seen as a real marketing instrument and part of the total commercial communication. Nowadays it is so much an integrated part of the total commercial communication that it is often difficult to draw the line between sponsorship, promotions, cause related marketing, etc.

There is a clear shift to see sponsorship as...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands