美国印第安纳代写Assignment:赞助商的认知度

2019-02-17 20:17

尽管经理们在大约10年前倾向于媒体报道，但现在他们认为赞助商的认知度和从赞助商到赞助商的形象转移是从事体育赞助的主要原因。然而，对赞助商的评估并没有跟上这种优先级的变化，企业似乎不愿评估赞助商和观众的认知度，尽管评估方法很简单，成本也不是很高。一个重要的原因可能是，之前的研究显示，“伏击营销”的效果并不令人满意。“伏击营销”是一种营销形式，其他公司让消费者错误地认为，这些公司是某项活动的实际赞助商。这一现象将在后面的综述中详细介绍，但是在图像传输的情况下，由于缺乏令人信服的全面和可测试的模型，评估似乎很困难。尽管存在这些担忧，企业在体育赞助方面的支出仍在不断增加:从2001年到2002年，这方面的支出增长了3.7%，据报道有几家公司每年的支出超过1亿美元。体育赞助在文献中已被证明是一个切实可行的组件造成市场策略,然而,许多企业股票的向下运动到2003年,预计收益不足,降低公司盈利能力造成了一些股东质疑体育赞助作为一个适当的资金支出,因为小经验证据提供了投资回报率。然而，这主要是由于许多公司未能评估赞助在实现其目标方面的有效性。也许缺乏评价的原因是评价的过程没有在理论或实践中得到巩固;因此，需要一种基于多种因素的体育赞助评价模型。
美国印第安纳代写Assignment:赞助商的认知度
Grohs analysed recent surveys which found that, while managers tended to favour media coverage around ten years ago, now they rate sponsor awareness and image transfer from the sponsored event to the sponsor as the main reasons for engaging in sport sponsorship.. However, the evaluation of sponsorship has not kept up with this change in priorities, and companies often seem reluctant to evaluate sponsor and spectator awareness even though measurement is straightforward and not very costly. An important reason might be that previous studies showed the unsatisfying effects of “ambush marketing”, a form of marketing where other firms make consumers believe, incorrectly, that these companies are the actual sponsors of an event. This phenomenon will be covered in more detail later in the review but, in the case of image transfer, evaluation seems to be difficult due to a lack of a compelling comprehensive and testable model. Despite these concerns, corporate spending on sport sponsorship continues to escalate: up 3.7% from 2001 to 2002, with several companies reportedly spending over $100 million each year. Sport sponsorship has been shown in the literature to be a viable component contributing to market strategy, however of late, the downward movement in many corporate stocks through 2003, projected earnings shortfalls, and decreased company profitability has caused some shareholders to question sport sponsorship as an appropriate expenditure of funds because little empirical evidence of return on investment has been provided. However, this can be primarily viewed as being because many corporations have failed to assess sponsorship’s effectiveness in meeting their objectives. Perhaps the lack of assessment exists because the process for evaluation has not been solidified in theory or practice; thus an evaluation model for sport sponsorship based on the myriad of contributing factors is needed.

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