Cognitive evaluation: prompts used to measure sponsorship awareness

Marketing managers have the same accountability for their spending on sponsorship as they do for their general advertising spend.
  

Cognitive Evaluation

Prompts and used to measure sponsorship awareness

John A. TripodiPremiership Strategies InternationalMartin HironsSweeney ResearchDavid BednallMonash University andMax SutherlandAustralian Graduate School of Entrepreneurship

Introduction

Over the last two decades, corporate sponsorship has exhibited sizeable growth as a marketing communication tool. Corporate sponsorship, in particular the sponsorship of sport, has offered marketers a viable means to target consumers, and as a result, the medium has gained a reputation for its ability to influence consumer behaviour. Meenaghan (1991, p. 36) defines sponsorship as

an investment, in cash or kind, in an...

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