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.

Attached Files
Name Description MIMEType Size Downloads

Title Examining integrated advertising and sponsorship in corporate marketing through televised sport
Author(s) Smolianov, Peter
Shilbury, DavidORCID iD for Shilbury, David orcid.org/0000-0002-0787-8997
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
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
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
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: Faculty of Business and Law
School of Management and Marketing
Connect to link resolver
Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved.

Version Filter Type
Citation counts: TR Web of Science Citation Count  Cited 0 times in TR Web of Science
Scopus Citation Count Cited 0 times in Scopus
Google Scholar Search Google Scholar
Access Statistics: 1685 Abstract Views, 1579 File Downloads  -  Detailed Statistics
Created: Mon, 07 Jul 2008, 08:49:02 EST

Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.