An International Review of Sponsorship Research

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

“…In recent years, the concept of IMC has emerged as the primary method for evaluating a firm's promotional efforts (Cornwell and Maignan, 1998). Rather than evaluate the effects of individual communications, the IMC approach suggests that…”

“…In addition, event marketing by manufacturers of products with which consumers have frequent contact may not be equally beneficial, in terms of outcomes, because customers may have previously been exposed to product-related communications and/or interactive opportunities. It is difficult to separate the effects of event-related marketing activities from the effects of other promotions to which a consumer may have been exposed prior to the event (Cornwell and Maignan, 1998;Pham, 1991). McDonald (1991) asserts that customers who are already favorably disposed toward an event and its sponsors are most likely to attend.…”

“…For many organizations, it is unclear how eventrelated marketing activities, in particular, should be evaluated (Abratt and Grobler, 1989;Cornwell, 1995), A study conducted by Gardner and Shuman (1987) finds that nearly half of the companies surveyed did not measure event marketing outcomes. Moreover, 27 percent of the companies were shown to assess effectiveness solely through sales and market share even though, as a communications-oriented activity, event marketing should be evaluated in terms of its relative effectiveness as a promotional element (Javalgi, Traylor, Gross, and Lampman, 1994), Measurement based on level of media coverage may not be appropriate either, because it does not provide information about recall or attitude change (Pham, 1991).…”

Going for gold: Investigating the (non)sense of increased advertising around major sports events

“…The study's focus is on "normal" advertising, not on official sponsoring of the event (e.g., Cornwell & Maignan, 1998;Walraven, Bijmolt, & Koning, forthcoming) or socalled ambush marketing actions (e.g., Payne, 1998). The observed increases in media rates (Kantar Media, 2011STER, 2010aSTER, , 2010bSTER, , 2012aSTER, , 2012b mean that similar budgets will buy less advertising space and thus reach relatively fewer people or reach them less often.…”

Measuring stock market reaction to sponsorship announcements: The case of Fiat and Juventus

“…In addition, academic marketing research has been accused of insuffi cient concern about sponsorship in general, and specifi cally the measurement of sponsorship effects. 1,8 Event studies in the sport sponsorship context Clark et al . 9 considered the sponsorship of stadiums and arenas, and Cornwell et al 10 considered the value of winning an auto-racing event.…”