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| Author: | Parker, K. |
| Title: | Sponsorship: the research contribution. |
| Journal: | European Journal of Marketing
1991 : VOL. 25:11, p. 22-30 |
| Index terms: | SPONSORSHIP MARKETING RESEARCH EVALUATION MEDIA SELECTION |
| Language: | eng |
| Abstract: | The article examines how market research can be used as an information source to enhance four stages of the sponsorship management process: 1 setting strategy (this has been a traditional weakness), 2 selecting the sponsored activity (consideration should be given to interest levels in activities), 3 optimising support materials (other marketing efforts are needed) 4 evaluating the performance (testing effectiveness should be conducted at two levels: wider audiences and tightly specified audiences). It is concluded that market research can assist at all stages of the sponsorship process. |
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