search query: @author Sandler, D. M. / total: 2
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| Author: | Sandler, D. M. Shani, D. |
| Title: | Olympic sponsorship vs. "ambush" marketing. |
| Journal: | Journal of Advertising Research
1989 : AUG-SEP, VOL. 29:4, p. 9-14 |
| Index terms: | SPONSORSHIP MARKETING |
| Language: | eng |
| Abstract: | With the growth of special-event sponsorship, organizations are becoming interested in measuring the effectiveness of sponsorship and ambush marketing. A study was conducted just after the 1988 Winter Olympic Games in Calgary, Canada. the Olympic Games are particularly suitable for evaluating the effectiveness of sponsorship, as they are international events with global interest and enormous exposure. The results, the implications, and some guidance for potential sponsors are presented. |
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