Strategic Sport Marketing

By David Shilbury; Hans Westerbeek et al. | Go to book overview

14

Measuring the
effectiveness of
sponsorship

CHAPTER OBJECTIVES
Chapter 14 further explores the concept of sponsorship.
While Chapter 13 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.

-267-

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