Marketing and Sponsorship
The role of sponsorship in the marketing communications mix
Tony Meenaghan International Journal of Advertising Vol. 10, No. 1, 1991
Title: Author(s): Source: Issue:
The role of sponsorship in the marketing communications mix Tony Meenaghan International Journal of Advertising Vol. 10, No. 1, 1991
The role of sponsorship in the marketing communications mix
Tony Meenaghan
This article examines the development of commercial sponsorship as a legitimate marketing communications option available to management. Initial attention focuses on the causes of sponsorship emergence, the current developments in this growing industry and the prospects therein. Sponsorship 's role on behalf of management is then discussed in terms of potential objectives and target audiences. Sponsorship management issues in terms of selection, implementation and results evaluation are subsequently examined. INTRODUCTION The purpose of this paper is to examine the development of commercial sponsorship and its role in the marketing communications mix. It seeks to do so by focusing on two main areas. The development of sponsorship The following questions are examined: 1. What is sponsorship? 2. What factors are behind its past development? 3. What is happening now in the sponsorship market? 4. What developments are likely in the future? Sponsorship in a management context The following questions are examined: 1. What is its role in marketing communications? 2. Who are its audiences and what can sponsorship achieve with these audiences? 3. How is the correct sponsorship programme selected? 4. How must it be implemented and subsequently evaluated? DEFINING COMMERCIAL SPONSORSHIP Sponsorship is a relatively recent development and can truly be described as an area of marketing in which basic principles are still being laid down. The following definition is appropriate at the present stage of sponsorship 's development.
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Tony Meenaghan International Journal of Advertising Vol. 10, No. 1, 1991
Title: Author(s): Source: Issue:
The role of sponsorship in the marketing communications mix Tony Meenaghan International Journal of Advertising Vol. 10, No. 1, 1991
The role of sponsorship in the marketing communications mix
Tony Meenaghan
This article examines the development of commercial sponsorship as a legitimate marketing communications option available to management. Initial attention focuses on the causes of sponsorship emergence, the current developments in this growing industry and the prospects therein. Sponsorship 's role on behalf of management is then discussed in terms of potential objectives and target audiences. Sponsorship management issues in terms of selection, implementation and results evaluation are subsequently examined. INTRODUCTION The purpose of this paper is to examine the development of commercial sponsorship and its role in the marketing communications mix. It seeks to do so by focusing on two main areas. The development of sponsorship The following questions are examined: 1. What is sponsorship? 2. What factors are behind its past development? 3. What is happening now in the sponsorship market? 4. What developments are likely in the future? Sponsorship in a management context The following questions are examined: 1. What is its role in marketing communications? 2. Who are its audiences and what can sponsorship achieve with these audiences? 3. How is the correct sponsorship programme selected? 4. How must it be implemented and subsequently evaluated? DEFINING COMMERCIAL SPONSORSHIP Sponsorship is a relatively recent development and can truly be described as an area of marketing in which basic principles are still being laid down. The following definition is appropriate at the present stage of sponsorship 's development.
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