Sponsor Recall Research Articles

Media exposure and sponsor recall: Cricket World Cup 2003

This paper reports on a study into the relationship between media exposure and sponsor recall relating to an international event, namely the Cricket World Cup 2003 (CWC 2003). The application of sponsorship as a communication construct and recall as a media vehicle effect is investigated. Recall has been widely acknowledged as a measure of the effectiveness of a sport sponsorship. A convenience sample of university students was exposed to a self-administered questionnaire that required them to report their exposure to CWC 2003 events. Respondents were also required to list the main (global) sponsors of CWC 2003 through unaided recall. The findings indicate that there was a relationship between media exposure and sponsor recall for one sponsor, namely LG. The main conclusion is that an event sponsor has to leverage its sponsorship expenditure through the integration of other marketing communication elements to increase the recall rate. Keywords: Cricket World Cup 2003, Event sponsorship, Media exposure, Sponsor recall South African Journal for Research in Sport, Physical Education and Recreation Vol.26(2) 2004:131-140

Sponsorship and recall of sponsors

Sponsorship and recall of sponsors

Sponsorship and recall of sponsors

The effect of field and/or television sponsorship on respondent's unaided recall and aided recall (recognition) of sponsors' names was explored by means of a laboratory experiment. Findings are discussed with reference to respondents' involvement with a sport. © 2001 John Wiley & Sons, Inc.

Understanding Long-Term Effects of Sports Sponsorship: Role of Experience, Involvement, Enthusiasm and Clutter

An empirical investigation based on 222 sports fans of a university basketball team finds that sports enthusiasm and the mere exposure to sponsorship stimuli is positively associated with the awareness of event sponsors. In addition, the findings reveal the negative impact of advertising and sponsorship clutter on individuals' recall and recognition of sponsors.

Low Recall of Local Television Health Care News Segment Topics, Sponsors and Program Names

In an effort to examine the effectiveness of hospitals' sponsoring of local broadcast news health care segments, viewer recall of information presented in news reports, the program name of the reports, and the names of the hospital sponsors of those reports were analyzed. Despite the fact that telephone survey respondents said they place a higher value on televised health care information than they do for other mass media, recall was found to be generally poor. A majority of respondents could not name the topic of the televised health news report they had viewed, the program name or the program sponsor.

The implications of recency and gender effects in consumer response to ambush marketing

So-called ambush marketers, are companies that use clever advertising imagery (and/or ad placement) to link their brand(s) with a major event, in the minds of its audience, without having to purchase the expensive rights fees that event properties often charge for official sponsorship status. This study uses an experimental design to explore certain effects of the ambush marketing strategy. Its focus is on the potential impact of recency (of ad exposure), as well as gender differences, on measures of memory, brand attitude, and behavioral intentions for brands perceived to be official sponsors. Respondents (n-215) were randomly assigned to groups viewing Olympics programming intercut with advertising for either official sponsors or ambush marketers. No statistically significant differences are observed between males and females in their pretest sponsor recall or recognition levels, whereas recency of ad exposure is found to be a significant influence on posttest sponsor awareness in the aggregate. Significant gender differences are detected, however, in attitude toward the brand and purchase intentions for two of three product categories investigated, as females have higher mean scores for those two measures. The implications of these results are discussed and followed by recommendations for event promoters seeking to preserve the value of event sponsorships, along with defensive advertising-strategies to protect the investments of their official sponsors. © 1998 John Wiley & Sons, Inc.

The implications of recency and gender effects in consumer response to ambush marketing

So-called ambush marketers, are companies that use clever advertising imagery (and/or ad placement) to link their brand(s) with a major event, in the minds of its audience, without having to purchase the expensive rights fees that event properties often charge for official sponsorship status. This study uses an experimental design to explore certain effects of the ambush marketing strategy. Its focus is on the potential impact of recency (of ad exposure), as well as gender differences, on measures of memory, brand attitude, and behavioral intentions for brands perceived to be official sponsors. Respondents (n-215) were randomly assigned to groups viewing Olympics programming intercut with advertising for either official sponsors or ambush marketers. No statistically significant differences are observed between males and females in their pretest sponsor recall or recognition levels, whereas recency of ad exposure is found to be a significant influence on posttest sponsor awareness in the aggregate. Significant gender differences are detected, however, in attitude toward the brand and purchase intentions for two of three product categories investigated, as females have higher mean scores for those two measures. The implications of these results are discussed and followed by recommendations for event promoters seeking to preserve the value of event sponsorships, along with defensive advertising-strategies to protect the investments of their official sponsors. © 1998 John Wiley & Sons, Inc.