Computing the impact of sponsor signage exposure within sports broadcasts
Gespeichert in:
| Deutscher übersetzter Titel: | Berechnung der Auswirkungen der Herausstellung von Sponsorenlogos bei Sportübertragungen |
|---|---|
| Autor: | Rumpf, Christopher; Breuer, Christoph |
| Erschienen in: | Routledge handbook of sports marketing |
| Veröffentlicht: | London: Routledge (Verlag), Taylor & Francis (Verlag), 2016, S. 71-79, Lit. |
| Format: | Literatur (SPOLIT) |
| Publikationstyp: | Sammelwerksbeitrag |
| Medienart: | Elektronische Ressource (online) Gedruckte Ressource |
| Sprache: | Englisch |
| Schlagworte: | |
| Online Zugang: | |
| Erfassungsnummer: | PU201712010809 |
| Quelle: | BISp |
Abstract
Sponsorship as a brand communication platform is still on the increase. Nevertheless, marketing managers struggle with the measurement and evaluation of sponsorship performance. In this chapter we propose a new approach to the assessment of sponsorship performance which is based on the sport viewers’ attention and awareness. Based on empirical models, an evaluation system was developed which supports the strategic decision making of sponsorship managers. It allows for systematic evaluations of various sponsorship options with regard to their effectiveness and their efficiency. Thus, the evidence-based evaluation system leads to greater transparency in the evaluation of sponsorship performance and contributes to further professionalization.