Sponsorship: Event sponsorship

 

This article shows how music festivals can create traps for experiential marketers, and offers guidance for exploiting these events. It is important that the brand has a good reason to be there, and t ...

In this article, Charles Bal, M-SMG Research, Pascale G Quester, University of Adelaide, and Stephane Boucher, SponsorClick, argue that the consumers' emotional reactions at a sponsored event will be ...

This article provides empirical evidence of a model for effectiveness of event marketing and illustrates the application of the model. The model is founded on research within sponsorship, advertising ...

With an on-site study at a sponsored event, we construct and test competing models to examine the relationship among event attendees, sponsorship, community involvement, and the title sponsor’s brand ...

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 acti ...

Event sponsors often do not receive proper credit for their efforts. This issue was examined in a field study involving over 300 baseball fans attending minor league games during the summer season. Si ...

Drew Neisser, president and CEO of Renegade Marketing Group, describes a trip with his 12 year old son to the Dew Action Sports Tour in Louisville, Kentucky. On the trip they encountered over ten mem ...

The number of companies sponsoring events has increased over the past decade. Yet, for many firms it is unclear how the effectiveness of event marketing activities can be measured. The study examines ...

Tom Beaumont-Griffin, executive creative director at Sledge Ltd, and Andy Sutton, UK marketing director for Peugeot, describe the spring 2005 pre-launch buzz campaign for the innovative Peugeot 1007. ...

Jane Kesley, board dirctor at Emap Advertising, explains the nature and role of cross-media deals in an age when clients want full-service advice from an industry that has become very fragmented. Man ...

Andy Taylor, creative director at Heresy, believes that there has never been a better time for a new idea to break into the UK marketing business, but he doubts whether infotainment and advertainment ...

Neil Dawson, TBWA\London, and Mike Hall, Hall & Partners, look at another area of ‘brand experience’ – brand entertainment, which they define as entertainment that would not have existed without the b ...

Martin Payne, Through the Loop, and Ross Urquhart, RPM, argue that ‘brand experience’ is key to helping differentiate brands in today’s crowded market. Firstly they develop a definition for brand expe ...

Xavier Quattrocchi-Oubradous, co-founder and CEO of SponsorClick, explains why sponsorship marketing should be taken seriously as a new element in the marketing mix. He defines it as the channel by w ...

Describes how Nortel Networks handles event marketing.

Explains how Blockbuster Entertainment Group handles event marketing. Includes a description of Project Greenlight, an independent movie competition. Article ends with five key tips for those using ev ...

The author argues that the rapid escalation in sponsorship costs is mainly due to the strong but misguided link between TV rights and sponsorship rights. He shows that only TV visibility seems to corr ...

The article describes how the 400th birthday of Jamestown which takes place in 2007 gives marketers and opportunity to be involved in a spectacular event. Sponsorship opportunities are outlined and t ...

The author describes how his company used Super Bowl with return on investment being central to their involvement in the event. He argues that the same principles apply whatever the size of the event ...

The author describes how his Company's affiliation with golf had been highly successful. He outlines involvement with prestigious pro-am and charity golf classics. He describes how, through TV, cust ...

The author discusses the use of sports and event sponsorship to develop brand awareness. Objectives are listed and the role of sponsorship is seen as achieving an emotional bond with the consumer whi ...

This author argues that, because of a skittish economy, pressure from upper management to better justify marketing costs and improve sponsorship matching and measuring tools, sponsorship is quickly be ...

Discusses `reality branding', placing brands in controlled environments without consumers realising that they are seeing sophisticated product placement. Examples in America: Quiksilver (a surfing bra ...

The rationale behind sponsoring is as varied as the definitions of sponsorship itself. A logical approach to sponsorship decision making would dictate that firms should have clear targets and goals fo ...

This paper describes how Verizon (a long-distance telephone service in the USA) built its credibility and business in the Mexican-American community via a partnership with SRE (part of the Mexican Gov ...

Karen Earl briefly describes a successful campaign for Coca-Cola and its sponsorship of the soccer World Cup, with a special one day link with Sainsbury's stores when the cup itself was on display. T ...

This is piece on sponsorship, introduces two features on the subject. The writer outlines the growth of sponsorship, mainly but not exclusively in sport, since the 1960s and warns that while sponsors ...

The author describes the roles and responsibilities of a professional events management company with reference to conferences and road shows that the author's company has organised.

Mark Bagnall discusses that use of brand sponsorship at dance music events and warns that some brands, especially those not targeted at the youth market, could undermine the future of this type of sp ...

This wide ranging article on licensing - defined as a promotional use of an established creative property such as a film, TV or cartoon character - highlights the potential advantages and pitfalls in ...