Event-related advertising and the special case of sponsorship-linked advertising
Sarah J. Kelly
University of Queensland
T. Bettina Cornwell
University of Oregon
Leonard V. Coote
University of Queensland
Anna R. McAlister
Michigan State University
Introduction
This research proposes that sponsorship-linked advertising (SLA) is valuable in understanding how brand and corporate advertising links to sponsorship and event marketing. Sponsorship is concerned with two activities. First, an exchange between sponsor and event property occurs whereby the event property receives compensation and the sponsor obtains the right to associate itself with the event. Second, the sponsor leverages the association by developing marketing activities to...