The efficiency of integrated sponsorship advertising

Abstract

The use of sponsorship in communication has become a common marketing practice and has evoked considerable interest in marketing research. Consumer reactions have been investigated in terms of awareness and attitudinal effects. Nevertheless, the efficiency of sponsorship remains uncertain. Research on the integration of sponsorship messages in advertisements has shown that within an Elaboration Likelihood Model (ELM) framework, sponsorship can alter attitude towards a brand either directly on the central route of persuasion or indirectly via attitude towards the ad (aad). The persuasion effects are likely

Winning the Olympic marketing game: recall of logos on clothing, equipment and venues at the 2006 Winter Olympics

“…Sponsoring the Olympics is expensive, but it can result in substantial benefits and brand recognition if utilised correctly (Crimmins & Horn, 1996) including transferring the goodwill of the Olympics to the sponsored brands (Dudzik & Gröppel-Klein, 2005). The main reasons marketers spend the money necessary to become an Olympic sponsor is to enhance awareness of their brand, to improve their brand's image and to strengthen brand equity (Cornwell & Maignan, 1998).…”

“…Sponsorship was defined by Tripodi (2001) as "the provision of assistance by a commercial organisation (sponsor), in cash or kind, to a sports property (sponsee), in exchange for the rights to be associated with the sports property for the purpose of gaining commercial and economic advantage" (p.96). Sponsoring the Olympics is expensive, but it can result in substantial benefits and brand recognition if utilised correctly (Crimmins & Horn, 1996) including transferring the goodwill of the Olympics to the sponsored brands (Dudzik & Gröppel-Klein, 2005). The main reasons marketers spend the money necessary to become an Olympic sponsor is to enhance awareness of their brand, to improve their brand's image and to strengthen brand equity (Cornwell & Maignan, 1998).…”

“…A survey questionnaire was given to a group of university students (n = 454) two weeks after the completion of the 2006 Winter Olympic Games. We felt confident using a student sample because other researchers have used student samples or primarily student samples to examine the recall and effectiveness of sponsorships (Dudzik & Gröppel-Klein, 2005;Lardinoit & Derbaix, 2001;McDaniel, 1999;Sandler & Shani, 1989). Respondents who did not watch any portion of the Olympics were excluded from the study, leaving 392 usable questionnaires (86.3%).…”

Comparative Analysis of Digital Marketing Strategies for Live Streaming of Sporting Events

“…Efficacious application of marketing strategies has influenced fate of many sporting events. For any, sports project creative head it's relevant to build brand image and establish the organization as an online sporting giant (18) . Being a digital marketer of a sports firm it's critical to customize the content according to the consumer.…”

Ceguera Al Patrocinador: Aplicación a Carteles De Eventos Deportivos

“…Print sports media has received limited attention in sports literature (Conradie, 2011;Kelly, Coote, Cornwell, & McAlister, 2017), and sports posters as a medium has been little explored (Dudzik & Gröppel-Klein, 2005). However, its study is important for several reasons: its low cost, its versatility, its repercussion and visibility, and its investment and popularity (Nysveen & Breivik, 2005).…”