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dc.contributor.authorOlson, Erik L.
dc.contributor.authorThjømøe, Hans Mathias
dc.date.accessioned2013-04-09T07:14:41Z
dc.date.available2013-04-09T07:14:41Z
dc.date.issued2012
dc.identifier.issn1758-7123 (e-utg)
dc.identifier.urihttp://hdl.handle.net/11250/93846
dc.descriptionThis is the authors’ accepted and refereed manuscript to the articleno_NO
dc.description.abstractPurpose To compare the relative performance of TV sponsorships with the industry standard 30-second TV spot advertising on achieving common communication goals. Design/Methodology/Approach The two mediums are tested with an experiment using realistic stimuli and target market representative samples and employing 6 brands as both TV sponsors and TV advertisers. Findings Ten seconds of TV sponsoring works almost equally as well as 30-second spots across all measures and brands. While the outright performance differs by type of brand (i.e. high fit versus lower fit, known versus unknown), the relative performance between mediums does not vary. Research Limitation The stimuli only gave subjects a brief exposure to each medium. The six stimuli brands, four effect measures, and the Norwegian sample may also not be representative for all types of TV sponsoring/advertising contexts. Practical Implications Marketing managers can use the results to better allocate their communication spending between TV spot advertising and TV sponsorships, by determining which medium offers better value in achieving communication goals. Value To our knowledge, the comparison is the most realistic and controlled experiment in this area, with high levels of internal and external validity.no_NO
dc.language.isoengno_NO
dc.publisherEmeraldno_NO
dc.subjectcommunicaton effectsno_NO
dc.subjectconsumer behaviourno_NO
dc.subjectfinancial implicationsno_NO
dc.subjectsponsorshipno_NO
dc.subjectspot advertisingno_NO
dc.subjecttelevision commercialsno_NO
dc.subjectTV sponsoringno_NO
dc.titleThe relative performance of TV sponsorship versus television spot advertisingno_NO
dc.typeJournal articleno_NO
dc.typePeer reviewedno_NO
dc.source.pagenumber1726-1742no_NO
dc.source.volume46no_NO
dc.source.journalEuropean Journal of Marketingno_NO
dc.source.issue11/12no_NO
dc.identifier.doihttp://dx.doi.org/10.1108/03090561211260068


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