Question

Topic: Student Questions

Benefits Of Sponsorship Over Mass Media

Posted by Anonymous on 7/14/2004 at 11:54 AM ET 250 Points
Hi all,
I am doing a research project on the benefits of sponsorship over mass media such as print, radio and TV for my Associate in Management course. I have looked throughout the other forums and also done web searches on Google etc and found some slightly associated information. Can anybody recommend some other suitable sources that might be of help? I understand that there is a copy of International Advertising Journal that covers this area extensivley but the University cannot obtain a copy, again any ideas?
Finally is there any model that measures the benefits per $ spent?

Many thanks for any help
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RESPONSES

  • Posted by Deremiah *CPE on 7/14/2004 at 11:50 PM Accepted
    dan-edwards,

    It might be wise to contact www.sponsorship.com They have been a great resource for me as it pertains to the sponsorship side of marketing. They may already have some stats that present sponsorship versus newspaper marketing. Give them a call. They have been very helpful for me. I hope this helps. Is there anything else I can do for you.

    Your Servant, Deremiah, *CPE
  • Posted by Peter (henna gaijin) on 7/15/2004 at 4:23 PM Member
    One difference between the two is that Mass Marketing can allow you to move people through the buying process (pushing them to the next step), where sponsorship would have the primary goal of increadsing awareness or perception of the company only.
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