Sponsorship: Sponsorship management, measurement

 

James Aitchison, of WARC.com, reports on WARC's Sponsorship Marketing Conference 2008, held in London. As well as a brief look at past and present trends in the industry, it provides details of the ma ...

In this short article, Adam Smith, Futures Director at GroupM, takes a closer look at the booming internet advertising market and what 2008 has in store for online in the UK. He argues that the intern ...

In this short article, Stuart Wareman, group account director at MEC Access, assesses the value of sponsorship in today's advertising market. The industry is set to break £1 billion in the UK by the e ...

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 ...

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 ...

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 ...

Too many sponsored radio programs fail to create a memorable link with the sponsor. Six innovative ways are shown in which the sponsor's message can be made worth remembering. Examples are given for e ...

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 ...

Sponsorship can undoubtedly be a powerful brand communications tool, not just in terms of building awareness but also improving perceptions. But, to be successful, sponsorship must be seen as appropri ...

Consumers’ reactions to being exposed to sponsorships have primarily been measured and documented by applying cognitive information-processing models to the phenomenon. In this paper it is argued that ...

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 ...

This paper provides an overview of sponsorship, one of the fastest-growing forms of marketing. It covers issues such as planning sponsorship (defining objectives, selecting the right vehicle), impleme ...

It is one of the accepted wisdoms of sponsorship literature that there should be a good fit between sponsor and sponsored. This paper reports an exploratory study into the way in which programme audie ...

Xavier Quattrocchi-Oubradous, CEO of SponsorClick and Malastra Innovative Marketing, argues that measuring sponsorship marketing requires special tools and methodologies custom designed for the advert ...

This global study analyzes ambush marketing from the perspective of the sponsor and sport entity as partners in a business-to-business relationship. While it remains a real threat to the strategic co- ...

Following recent increases in the financial value of sport sponsorship programs, some commentators believe this has been accompanied by the development of sponsorship management practices. Despite thi ...

With sponsorships and branded entertainment on television taking many different forms (Placements, Content Integration, Story line Integration, Sponsorships, Content Associations, etc.), the challenge ...

This paper describes an innovative approach demonstrating the effectiveness and utility of an internationally validated tool that allows marketers to pre-qualify sponsorships – before they make their ...

Coordinating and controlling advertising strategy within contractual and administered vertical marketing systems (VMSs) can be a complex task given the number of channel members involved in the proces ...

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 ...

In this introduction to Admap’s focus on advertainment, Roderick White looks at the role and value of advertising as (and in) entertainment, and how advertisers are looking beyond traditional media ad ...

The objective of this study is to analyse the direct and interaction effects of both commercial and philanthropic sponsorship on company performance. The methodology is based on the event study techni ...

This study presents the first analysis of the impact of NASCAR sponsorship announcements on the stock prices of sponsoring firms. The primary finding of the study--that NASCAR sponsorship announcement ...

Lorna Hawtin describes Imperial Leather’s award-winning sponsorship programme of the 2002 Commonwealth Games in Manchester, UK.

Mike Hall, chairman and creative director of Hall & Partners, offers a synopsis of broadcast sponsorship and how it works. Explaining how programme sponsorship can work and how to measure success, the ...