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| Author: | Hansen, F. Scotwin, L. |
| Title: | An experimental enquiry into sponsoring: what effects can be measured? |
| Journal: | Marketing and Research Today
1995 : AUG, VOL. 23:3, p. 173-181 |
| Index terms: | CONSUMER BEHAVIOUR SPONSORSHIP ADVERTISING EXPENDITURE |
| Language: | eng |
| Abstract: | Sponsoring is widely used. However because of the problems connected with defining exactly what is involved, available statistics are of a mixed quality. In Denmark and in a few other countries where statistics have been attempted, it seems that sponsoring amounts to something like 5% of total advertising expenditures. There are, however, dramatic differences between the use of sponsoring in different sectors and between countries. Sponsoring has primarily been used in connection with sports stars, sporting events and teams, but it is becoming more and more widespread in connection with cultural and other events. Interest in sport sponsoring - grew during 80s, but has since levelled off. The increasing availability of sponsoring possibilities in other areas may be part of the reason for this. |
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