Measuring the Return on Sponsorship Investments at Major Recreation Events

Authors

  • John L. Crompton

Keywords:

Sponsorship, measurement.

Abstract

Effectiveness of sponsorship investments can be measured at the message channel, consumer reception, or consumer sales purchase stages of the communication process. Evaluations undertaken at later stages in the process are more convincing than those at earlier stages, because the ultimate goal of sponsorship is to increase sales. Five types of sponsorship effectiveness evaluations are discussed. They measure exposure, and the impact of the sponsorship on product awareness, image, intent-to-purchase, and sales. The strengths and limitations of each approach are discussed and examples are presented.

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Published

1994-04-04

Issue

Vol. 12 No. 2 (1994)

Section

Regular Papers

License

Sagamore Publishing LLC (hereinafter the “Copyright Owner”)

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