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...