What have we learnt from tracking sponsorships?

Jasojit Mookerjes and Srijib Maitra

Sponsorship is a relatively under-researched area in most developing countries. To learn more about it, a continuous tracking system was set up.

What have we learnt from tracking sponsorships?

Srijib MaitraB.A.T. (U.K. and Export) Limited, United Arab Emirates andJasojit MookerjeaIndian Market Research Bureau, India

BACKGROUND

In developing countries, where FMCGs witness double digit growth rates, the accent is on market expansion and brand building. To achieve these tasks, advertising spends burgeon, which, in turn, leads to a great deal of attention from the research industry on developing and evaluating advertising. Sponsorship is a supplementary activity and far fewer questions are raised about the accountability of sponsorship expenditure.

Some companies may even club sponsorship and sales promotion as 'similar'...

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