Approaching a new model to measure the effectiveness of sponsorship
Keywords:
Sponsorship, Measurement ModelAbstract
Sponsorship is an important tool of integrated communications, both for marketing actions such as institutional, which seeks to obtain favorable perceptions of the public for a company and its brands within a particular audience through the support of activities not directly linked to the routine tasks. It gives legitimacy to the company, and its brands. This paper attempts to establish a way of measuring the effectiveness of the sponsorship. We raised two questions, first: you can set a global indicator or each event is in itself a single proposal, with a single set of variables to be measured? A second question is: what they should measure accurately, the return on investment (ROI) or the return on objectives (ROO) or a combination of both? Also, this paper presents the results of the application of a system of measurement to a specific case in the company Repsol YPF.
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