Corporate Marketing Objectives and Evaluation Measures for Integrated Television Advertising and Sports Event Sponsorships

Abstract

To determine how integrated TV advertising and event sponsorship should be evaluated, a theoretical framework derived from global exploratory research of academic literature and consulting reports of more than 50 authors was validated by 16 experts. To investigate how evaluation was managed in practice, 12 campaigns which had sponsored a televised event and placed advertisements during the broadcast of this event were analyzed via case studies. The investigated competitions included the Wimbledon Tennis Tournament in London and the Olympic Games in Sydney. The examined brands comprised automotive, financial services, retail chain, office equipment, and consumer goods. The study identified the key techniques that lead to increased corporate sales-four objectives and necessary performance measures, which could be useful to all executives promoting brands through televised sport.

An Analysis of Stock Market Response to the IOC's Commercial Partnership: The Case of the TOP Partnership Program

“…From a similar perspective, celebrity endorsements, new product/brand announcements, promotional events, and mergers are considered influential factors driving firms' stock returns (Agrawal & Kamakura, 1995;Clark et al, 2009;Lane & Jacobson, 1995;Spais & Filis, 2008;Taylor, 2005;Tsiotsou & Lalountas). Smolianov and Aiyeku (2009) pointed out that "the major event sponsorship investment is reliant on support from other forms of promotions, primarily television advertising" (p.76). There are various factors that influence potential investors' stock purchasing decisions.…”

“…There are various factors that influence potential investors' stock purchasing decisions. In fact, people (i.e., investors) are more likely to purchase stock when they can anticipate a rewarding future event (Smolianov & Aiyeku, 2009;Spais & Filis, 2008). Contrarily, people will not buy stock if they anticipate potentially negative outcomes of an event.…”

“…As a result, there have been many attempts to identify potential effects of sponsorship-linked marketing strategies in the field of sport management. However, the evaluation of sponsorship-linked marketing strategies is not an easy task to achieve due to the nature of the relationship between two parties (Smolianov & Aiyeku, 2009). …”

“…It may be true that enhancing image and increasing brand and corporate awareness improve the overall sales and profitability of corporate sponsors (Cornwell & Maigan, 1998). However, sport sponsorship research relating marketing paradigms has heavily focused on understating psychological or intangible benefits (i.e., brand value, awareness, and equity) using survey methods, which require the recall of past experience or perception in evaluating corporate sponsorship activities (Cornwell, Pruitt et al, 2005;Fahy, Farrelly, & Quester, 2004;Fry;Harvey); that is, little research has been directed toward measurement issues in relation to the effectiveness of commercial sponsorship (Cornwell, Pruitt et al, 2005;Harvey;Ma, Tang, & Hasan, 2005;Smolianov & Aiyeku, 2009;Spais & Filis, 2008). Over recent years there has been growing academic literature studying the economic importance of the Olympic Games and particularly their effects on the economies of the hosting countries (Kasimati, 2003).…”

Role of the Internet Site in the Promotion Management of Sports Teams and Franchise Brands

“…Smolianov and Aiyeku (2009) note that marketers use media and sponsorships in conjunction with sport to help develop consumer loyalty to their products. This research suggests that an integrated media plan including television advertising during sporting events and sport event sponsorship can achieve corporate objectives including increased sales.…”