Strategic Sport Marketing

By David Shilbury; Shayne Quick et al. | Go to book overview

14
Measuring the
effectiveness of
sponsorship

Stage 1—Identification of marketing opportunities

Stage 2—Strategy determination

Step 5—Determine core marketing strategy

Marketing and service mixsport product, pricing, place (physical evidence, people, process), customer satisfaction

Promotion mix—sales promotion, advertising, television, Internet, sponsorship

Step 6—Determine tactics and performance benchmarks

Stage 3—Strategy implemention, evaluation and adjustment


CHAPTER OBJECTIVES
Chapter 14 further explores the concept of sponsorship. Where in chapter 13 we examined the key success factors in attracting and implementing sponsorship, here we introduce the different methods that can be used to evaluate the effectiveness of sponsorship. It needs to be noted that the chapter is written from the perspective of the sponsor: that is, we consider the effect of sponsorship in regard to the goals set by the sport sponsor. Beyond effectiveness, we also explore the concepts of ambush marketing and location dependency of sponsorship. In this chapter, we have integrated an extended case study. This means that the questions at the end of the chapter relate to all components of the case study presented throughout the chapter.After studying this chapter you should be able to:
1. Describe different methods of measuring sponsorship effectiveness.
2. Understand the relationship between effectiveness measures, sponsorship objectives and the buyer readiness continuum.
3. Understand the principles that underpin ambush marketing tactics.
4. Understand the relationship between 'exposure' and 'impact' in regard to which sponsorship property is chosen by the sponsor.

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