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Examining integrated advertising and sponsorship in corporate marketing through televised sport

journal contribution
posted on 2005-01-01, 00:00 authored by Peter Smolianov, David ShilburyDavid Shilbury
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.

History

Journal

Sport marketing quarterly

Volume

14

Issue

4

Pagination

239 - 250

Publisher

College of Physical Activity & Sport Sciences, West Virginia University

Location

Morgantown, W. Va.

ISSN

1061-6934

eISSN

1557-2528

Language

eng

Publication classification

C1 Refereed article in a scholarly journal

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