Individual media: Sponsorship, events

 

This paper details sport eye tracking research carried out by Havas Media and Havas Sports in order to identify whether brands are receive attention from TV viewers during sports broadcasts. Among the ...

This article reports on how sponsorships are being planned and exploited globally, and how much of that spend is wasted. Sponsorship is growing, largely on the back of doubts about traditional media, ...

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 ...

Twenty-eight studies were conducted for leading advertisers to measure the persuasion of sponsorship without advertising on the internet. Experimental design maintained identical content except for th ...

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 ...

The author argues that many sponsorship programs are not not properly planned and measured, and sets out a new approach to sposnorship marketing with channel-specific methods to evaluate and optimise ...

In this edition of 'Best Practice', Roderick White looks at one of the fastest growing forms of marketing activity - sponsorship. Using key references, he outlines the professional approach to planni ...

Alan Cooper, HPI Research Group, describes the development of sponsorship in the UK and asks how it should be evaluated. He looks at the relationships between the sponsored event or team and the brand ...

Marketing managers have the same accountability for their spending on sponsorship as they do for their general advertising spend. Since the direct impact on customer loyalty and profit is so hard to m ...

This article extends and updates an existing review of 80 Anglo-Saxon studies on sponsorship published prior to 1996 with contributions of European origin (66 additional studies) and studies published ...

The authors of this paper assert the effectiveness of sponsorship should be carried out using a specialist measurement tool. They describe an evaluation system entitled Sponsorship Insight which comb ...

The author comments on the latest thinking on sponsorship evaluation research in the USA. Sponsorship in this context is mainly sponsored Internet and TV/Radio programmes. He describes the developme ...

Using an experimental approach, the returns achieved by three sponsors of the 1998 Adelaide Festival of the Arts are examined. Using a before-and-after design with a control group, a mail survey measu ...

The difficulties of evaluating sports sponsorship are well known. In this study Miyazaki and Morgan use 'event study analysis' to assess corporate sponsorship of the 1996 Olympic Games. The theory, ...

Discusses sponsorship, and argues that it should have its own research budget and be treated seriously, not tacked on at the end of advertising tracking. Sponsorship has its own objectives and may req ...

New evidence presented of the benefits associated with TV sponsorship of the Olympic Games, based on a series of research studies by NBC Research since the 1998 Games. A model used to analyse the data ...

Describes research by BMRB International into the effectiveness of event sponsorship, especially in the context of football (e.g. Euro 96). The omnibus survey was used to measure spontaneous and promp ...

Sponsorship is a relatively under-researched area in most developing countries. To learn more about it, a continuous tracking system was set up. In this paper the authors share their experiences with ...