Approaching a new model to measure the effectiveness of sponsorship

Authors

  • Federico Rey Lennon Universidad Nacional de La Matanza (UNLaM)

Keywords:

Sponsorship, Measurement Model

Abstract

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.

Author Biography

Federico Rey Lennon, Universidad Nacional de La Matanza (UNLaM)

Coordinator of the Degree in Public Relations, Universidad Nacional de La Matanza (UNLaM). Chair professor in  Pontificia Universidad Católica Argentina. Dr. in Public Communication,  Universidad de Navarra, Pamplona (Spain), Bachelor in Advertisement,  Universidad del Salvador, Buenos Aires.

Published

2016-05-14

How to Cite

Rey Lennon, F. (2016). Approaching a new model to measure the effectiveness of sponsorship. Journal of Research of the Department of Humanities and Social Sciences, 1(9), 26-47. Retrieved from //rihumso.unlam.edu.ar/index.php/humanidades/article/view/88

Issue

No. 9 (2016)

Section

Public Relations

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