Cognitive Evaluation: Prompts used to Measure Sponsorship Awareness

Abstract

Marketing managers have the same accountability for their spending on sponsorship as they do for their general advertising spend. Since the direct impact on customer loyalty and profit is so hard to measure, surrogate measures like recall are often used. Key issues with recall measures are the nature and type of prompting given. This paper reports the results of an experiment on three different ways of measuring sponsorship recall based on brand, category and event prompts. Differences between the prompts are shown with some facilitating and another inhibiting recall. The results are discussed within the framework of spreading activation theory which has the potential to explain and predict recall.

Sponsorship-Linked Marketing: Opening the Black Box

“…In what circumstances would cuing with the Sfjonsor for the event be appropriate and in what circumstances would cuing with the event for the sponsor be appropriate? As mentioned previously, Tripodi et al (2003) found radical differences based on cues, but these results may be context-dependent. In what instances is free recall or category-cued recall preferred?…”

“…Perhaps the most comprehensive fieldwork study specifically considering the use of cognitive measures is that of Tripodi et al (2003). Using telephone survey data collected around the time of the 2000 Olympics, they considered four approaches to measuring recall (p. 447): (1) event sponsorship prompt ("When you think of [Event Z}, which sponsors come to mind?…”

Birds of a feather flock together…definition, role and measure of congruence: An application to sponsorship

“…Second, the message is usually nonverbal and implicit rather than clearly stated. More often than not, there is no real message: It merely consists in the association of the names of sponsor and event itself (Tripodi, Hirons, Bednall, & Sutherland, 2003;Otker & Hayes, 1988;Hastings, 1984). It is therefore up to the individual consumer to decipher the message and give it meaning, hopefully in a way that strengthens brand associations and equity.…”

Um ensaio teórico sobre placement televisivo e seus efeitos sobre o consumidor

“…Nesse sentido, a literatura sobre patrocínio é interessante, por este ser semelhante ao placement em dois aspectos (Fleck & Quester, 2007): primeiro, o seu processamento é periférico (Janiszewski, 1993), já que os consumidores atendem primeiro ao evento, à exposição ou ao concerto ao invés da mensagem em si; segundo, a mensagem é geralmente não verbal e mais implícita do que explícita (Tripodi, Hirons, Bednall, & Sutherlan, 2003). Assim, cabe ao consumidor decifrar a mensagem e darlhe sentido, esperando, o patrocinador, que isso fortaleça as associações e o valor da sua marca.…”