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Examining integrated advertising and sponsorship in corporate marketing through televised sport

Smolianov, Peter and Shilbury, David 2005, Examining integrated advertising and sponsorship in corporate marketing through televised sport, Sport marketing quarterly, vol. 14, no. 4, pp. 239-250.

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Title Examining integrated advertising and sponsorship in corporate marketing through televised sport
Author(s) Smolianov, Peter
Shilbury, David
Journal name Sport marketing quarterly
Volume number 14
Issue number 4
Start page 239
End page 250
Publisher College of Physical Activity & Sport Sciences, West Virginia University
Place of publication Morgantown, W. Va.
Publication date 2005
ISSN 1061-6934
1557-2528
Summary To determine how integrated TV advertising and event sponsorship should be best managed and evaluated, a theoretical framework derived from global exploratory research of academic literature and consulting reports was validated by 16 experts. To benchmark the current practices against the best practice integration methods, 12 campaigns, which had sponsored a televised event and placed advertisements during the broadcast of the event, were analyzed via case studies. The investigated competitions included the Wimbledon Tennis Tournament in London and the Olympic Games in Sydney. The examined brands comprised automotive, financial services, retail chain, office equipment, and consumer goods. A total of 24 semi-structured in-depth interviews were conducted-two for each case-one interview with an internal marketing executive from the promoted corporation, and a second with an external respondent from the advertising agency, event management organization, market research firm, or television channel. The study identified the key techniques that led to increased corporate sales-four steps and four objectives with necessary performance measures.
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category C1 Refereed article in a scholarly journal
Persistent URL http://hdl.handle.net/10536/DRO/DU:30003296

Document type: Journal Article
Collections: School of Management and Marketing
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