Brand affinity and television programme sponsorship
Mike Bloxham
Sponsorship of TV programmes offers suppliers of goods and services the potential to strengthen brand loyalty and brand positioning among viewers. Care needs to be taken in matching the emotional appeals of the brand and the programme as well as buyer and viewer profiles. At the evaluation stage, superficial measures of recall and awareness can provide an unrealistic evaluation in comparison with measuring viewers' reactions in greater depth.
INTRODUCTION
Media sponsorship has long been part of the marketing landscape in the US. The earliest examples are to be found in...