Abstract
This note aims at introducing the students to the concept of post event sponsorship assessment. It explains about measurements of effectiveness of sponsorship like subjective assessment, impact on sales, media equivalents and social media. It also discusses some new methods like SponsorMap, Integrated Communications Evaluation. It also highlights about challenges to post event evaluation. This note will be useful in course/modules related to sponsorship, sports marketing as well as integrated marketing communication.
Additional Information
| Product Type | Technical Note |
|---|---|
| Reference No. | MAR0461TEC |
| Title | Sports Sponsorship: Was it Worth it? |
| Pages | 7 |
| Published on | Mar 16, 2015 |
| Authors | Tripathi, Sanjeev; |
| Area | Marketing (MAR) |
| Keywords | Sponsorship; Sports Sponsorship; Sports Marketing; Marketing Communication |
| Access | For All |
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