An IMC Approach to Event Marketing: The Effects of Sponsorship and Experience on Customer Attitudes

Abstract

The number of companies sponsoring events has increased over the past decade.Yet, for many firms it is unclear how the effectiveness of event marketing activities can be measured. The study examines outcomes associated with an automobile manufacturer's sponsorship of a six-day charitable sporting event. Data for the study were collected from a sample of 565 spectators in five cities during the six-day event.Results provide evidence for inclusion of event marketing in the company's promotional mix and indicate that experience with the sponsor's products during the event may enhance event outcomes. The role of event marketing as a form of communication is discussed, and recommendations and directions for future research are suggested.

Engaging Students Through Event Marketing: An Example of University Entrepreneurship Event

“…For example, Altunbas (2008) research about the event in the university has shown a direct positive effect of events on the brand awareness and product sales. On the other hand, it is revealed that event marketing's ability can affect positively perceptions and behavior (Sneath et al, 2005). Dregner et al (2008) propose that event marketing applications can be used to influence the brand image.…”

“…Dregner et al (2008) propose that event marketing applications can be used to influence the brand image. Although, the effect of events on direct sales cannot be measured, it is understood from the responses that shortterm effects (Sneath et al, 2005). Likewise, it is stated that the events are important for companies to create environments in which customers will contact more with the product and brand.…”

Heineken in the House: Improving Online Media Reputation through Featuring a Sponsored Brand Community

“…Nowadays, more and more organizations sponsor big events such as the Oscars and the Super Bowl. They do this for marketing purposes and use social media to promote these events and their sponsorship (Sneath, Finney, Close, 2005;Thackeray et al, 2008). Similarly, Heineken created a major brand community by facilitating the Holland Heineken House during the Olympic Games to show the public what Heineken as a brand stands for (Holland Heineken House, 2016).…”

Sports sponsorship: spectator's involvement and the effects on the identification and loyalty

“…Desde esta perspectiva se ha planteado que el patrocinio, para ser realmente eficaz, debe ser considerado parte de una estrategia global de IMC (Integrated Marketing Communication) y no sólo una herramienta de comunicación aislada (Sneath et al, 2005).…”