| Autor: |
Robert E. C. Sparks |
| Rok vydání: |
2015 |
| Předmět: |
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| Zdroj: |
Proceedings of the 1995 World Marketing Congress ISBN: 9783319173108 |
| DOI: |
10.1007/978-3-319-17311-5_1 |
| Popis: |
This paper reviews critically three media-based methods presently being used by industry to evaluate the effectiveness of sponsorship messages: media exposure, equivalent advertising value of media exposure, and impressions. An alternative approach to evaluation is proposed using narrative-based analysis. The latter focuses on the narrative codes and production values of the media coverage and assesses the communicative success of the sponsorship message within the media production. Results are reported from a study of tobacco sponsorship of 3 North American races in the 1994 CART (Championship Auto Racing Teams) series. The continued success of the tobacco companies in securing efficient and effective broadcast promotions for their cigarette brands in the face of stringent legislation in North America prohibiting broadcast advertising of tobacco products is testament to the sophistication of their media planning and execution and supports the thesis of the paper that message-based evaluation and planning are a necessary complement to extant methods. |
| Databáze: |
OpenAIRE |
| Externí odkaz: |
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