Financing Social Marketing Programs Through Sponsorship: Implications for Evaluation

Madill, Judith; O’Reilly, Norm

doi:10.1007/978-3-319-10873-5_20

Cited by 5 publications

(9 citation statements)

References 15 publications

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“…Challenges in achieving mutual goals of the partnerships stem from complex interplays underlying partnership activities from development to implementation to evaluating outcomes (Cousens et al, 2006). Madill, O'Reilly, and Nadeau (2014) revealed that while there is considerable sharing of objectives among the stakeholders in the partnership, not all objectives are shared between the public-and private-sector organizations. They highlighted that organizational goals each partner brings sometimes override the overall partnership goals (Borstein et al, 2014;Durand et al, 2015;KihI et al, 2014).…”

Section: Discussionmentioning

confidence: 99%

“…In practice, many PPPs do not, however, achieve their intended public benefits, either due to poor implementation or different organizational objectives, which may yield unintended consequences (Brinkerhoff & Brinkerhoff, 2011). Organizational objectives of the public partners primarily overlap with the aim of the partnership (e.g., promoting public health via program delivery), whereas private partners bring their own objectives, which may not be shared by public-sector partners nor aligned with the program objectives (Madill, O'Reilly, & Nadeau, 2014). Public partners are usually inferior to for-profit private counterparts in terms of power and partnership experience and therefore increase the potential risk of the public partner not getting their needs met (Herlin, 2015).…”

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confidence: 99%

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A Qualitative Systematic Review of Public–Private Partnership in Promoting Physical Activity

et al. 2018

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The purpose of the study is to conduct a comprehensive review of public-private partnership (PPP) literature that pertains to promoting physical activity. A qualitative systematic review guided data search and screening process, and the findings were synthesized and interpreted using a qualitative content analysis method. Literature was searched from 16 academic and 6 gray literature databases. A total of 1,117 articles were initially searched, full texts of 186 articles were assessed, and 13 articles that met the inclusion criteria were finally included. PPPs have been initiated in various contexts including implementing the pledge policy, program coordination, and infrastructure supports. Public-sector partners were identified in a range of vertical and horizontal levels. Private partners were mainly manufacturers and/or retailers related to physical activity, sport facility operators, professional sport teams, or companies for providing infrastructures for active transportation. Public and private organizations have performed various roles of funding the initiatives, developing and implementing diverse resources, and taking actions to deliver benefits to the communities. Several challenges were reported when developing, implementing, and evaluating the partnership initiatives. The outcomes of the current review can be utilized to anticipate pragmatic issues when public and private partners jointly participate in physical activity promotion.

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Section: Discussionmentioning

confidence: 99%

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confidence: 99%

A Qualitative Systematic Review of Public–Private Partnership in Promoting Physical Activity

et al. 2018

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“…This paper provided a systematic review of evaluations of public health and social marketing campaigns reporting the use of sports sponsorship. Although 17 peer-reviewed studies reporting evaluations of sports sponsorship programmes and campaigns in social marketing and public health were identified, only one study has been published in the past 10 years, confirming that sponsorship literature is largely conceptual in nature (Madill et al , 2014). This research contributes to our knowledge of the actual and potential impact of sports sponsorship in social marketing and health promotion in two main areas.…”

Section: Conclusion Limitations and Future Research Directionsmentioning

confidence: 99%

“…Drawing from commercial marketing literature sponsorship has been described by authors such as Meenaghan (1983, p. 9) as “the provision of assistance either financial or in-kind to an activity by a commercial organisation for the purpose of achieving commercial objectives”. However, in social marketing and public health, where sponsorship is frequently used to achieve social rather than commercial objectives, studies (Madill and O’Reilly, 2010; Madill et al , 2014; O’Reilly and Madill, 2007) have relied on Rifon et al ’s (2004, p. 30) definition which adopts a wider stance, indicating the purpose of sponsorship as an exchange process in which a “corporation [or other investor, for example a health promotion foundation] creates a link with an outside issue or event, hoping to influence the audience by the connection” which, in turn, may assist to deliver sustained social programs. Taken together, definitions indicate that sponsorship in public health and social marketing may involve the provision of assistance either financial or in-kind and/or the formation of a partnership and a resulting exchange that mutually benefits both parties.…”

Section: Introductionmentioning

confidence: 99%

A systematic review of sports sponsorship for public health and social marketing

Kubacki

Hurley

Rundle‐Thiele

2017

JSOCM

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Purpose This paper aims to provide a systematic review of evaluations of public health and social marketing campaigns reporting the use of sports sponsorship. Sports sponsorship is a key health promotion strategy, yet academic literature on the use of sponsorship in social marketing and public health is surprisingly limited. Design/methodology/approach Seventeen studies were identified following systematic literature review procedures. Findings Coupling of social marketing and public health sponsorship with changes in policies in sporting clubs and associations offers an effective means to achieve desired outcomes, e.g. behaviour change. Research limitations/implications The analysis presented in this review included information that was reported in the identified studies, which might be an incomplete representation of work undertaken but not reported. All of the studies identified in this review were conducted in English-speaking countries. Considerable opportunity for future research is apparent, and areas for future research are outlined. Practical implications Limited evidence was available, and additional research examining the effectiveness of sponsorship in attaining behavioural change is urgently needed. Future studies should assess the role, scope of involvement in, aims and benefits of non-government sponsors of public health and social marketing campaigns; use methods that do not rely on self-reporting, such as observations; and explore the influence of health sponsorship on attitudes, social norms and behaviours. Originality/value This is the first study to provide a systematic review of the use of sports sponsorship in public health and social marketing.

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“…Sponsorship is increasingly considered an important tool in any marketing campaign’s overall strategy, including social marketing campaigns (Donovan and Henley, 2010; Weinreich et al , 1999). As a result, increasing attention is given to the evaluation of sponsorship effects and factors related to maximising the value of sponsorships in both commercial (Meenaghan, 2013) and social marketing (Donovan et al , 1997; Madill et al , 2014; O’Reilly and Madill, 2007).…”

Section: Introductionmentioning

confidence: 99%

Increasing brand recall for naming rights sponsorships

Donovan

Anwar‐McHenry

Aguilera

et al. 2016

JSOCM

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Purpose Maximising return on naming rights sponsorships is important for social marketing campaigns with limited funds. Naming rights allow the sponsor’s brand to be aligned with the event name in text and visual promotional materials. For visual displays, either the brand logo or the brand name in words can be aligned with the event name. As the Act–Belong–Commit mental health promotion campaign’s logo encapsulates the brand name, a study was conducted to assess the relative impact on recall of “Act–Belong–Commit” as part of a sponsored event name, when the logo was aligned with the event name versus when the brand name in only words was aligned with the event name. Design/methodology/approach An intercept survey was conducted with n = 112 adult university students. Participants were presented with one of the above two branding alignments for the sponsored event. The image was removed from view, a distracter question asked and participants were asked to recall the name of the event. Findings Recall of the Act–Belong–Commit brand in full as part of the name of the event was significantly and substantially greater for participants exposed to the words only alignment versus the logo alignment: 52 vs 7 per cent (p < 0.000). Practical implications Given these findings, the campaign has adopted the policy of using the words Act–Belong–Commit alongside the event name rather than the logo in future naming rights sponsorships. Originality/value It is recommended that other social marketing brands with similar brand/logo designs undertake research to ensure optimal return on naming rights sponsorships.

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Financing Social Marketing Programs Through Sponsorship: Implications for Evaluation

Cited by 5 publications

References 15 publications

A Qualitative Systematic Review of Public–Private Partnership in Promoting Physical Activity

A Qualitative Systematic Review of Public–Private Partnership in Promoting Physical Activity

A systematic review of sports sponsorship for public health and social marketing

Increasing brand recall for naming rights sponsorships

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