Indicators, Sports and sponsorship
The sponsoring companies setting up a sponsorship deal also want as many people as corresponding to the intended target and way to remember the brand. This marks the memory that will affect its reputation, that is to say the number of people who know their name or existence. To measure the effectiveness of sponsorship, companies must probe the reputation and brand recall at a sporting event. For this, the sponsoring companies have three indicators.
The first indicator is the aided awareness, that is to say, "the percentage of people who say they know a brand presented in a list or cited by the investigator." The question is of the form: "Among these brands, what brands you know? "This indicator is not very effective in the sports arena for major brands (Adidas, Nike, BNP ...) to the extent that they are widely reported in the media (TV, posters, press ...) and they are mostly known to the public and consumers. For example, the average number of sponsors listed in the Tour de France 2003 was 9.3, which is well above the average of 5 generally. However, aided awareness indicator can be useful for new brands that engage in sponsorship. Indeed, this indicator will allow the brand to whether it was wise or not to develop a sponsorship strategy in its communication.
[...] They are passionate football people usually buy their sports equipment in the two largest sporting goods manufacturers (Adidas and Nike) and often have the chance to eat at the giant of American restaurants (McDonald's However, there is a performance-cons for the brand Coca Cola has a 1.9 loss of awareness level top of mind. This is surprising in that Coca Cola is present on many sporting events. After explaining the role and mechanism of these three forms of reputations, we will develop in the next section, the last indicator to measure the sponsorship, the image of the company or brand. Bibliographie O. [...]
[...] However, aided awareness indicator can be useful for new brands that engage in sponsorship. Indeed, this indicator will allow the brand to whether it was wise or not to develop a sponsorship strategy in its communication. The second indicator is the mind awareness, that is to say, "the percentage of people who spontaneously mentioned a brand." The question is of the form "What are the sponsors of this event? "Spontaneous awareness requires that the interviewee draws on his memories and make an effort to remember, because it does not have the list of sponsors to her to help. [...]
[...] Top of mind awareness is very significant for sponsors, because the brand is memorized by the target sponsorship. However, this indicator is not sufficient to measure the impact of sponsorship because being stored by the target does not mean benefit from a good brand image. The company must use indicators on the brand image that we will develop in the future. Measurement of storing a major event: the 1998 Football World Cup in France To implement the sponsors of reputation measurement tools, we chose the World Cup because it is the first sporting event in the world. [...]
[...] Of the twenty sponsors mentioned spontaneously had improved their scores, including 4 very significantly (Adidas, McDonald's, Coca-Cola and Canon). For example, Adidas realized a gain of 6.4 spontaneous recall rate points six months after the event. Adidas is the most cited spontaneously by football fans mark. To aided awareness sponsors were recognized prior to the event by the respondents, while 7.62 sponsors were found six months later, a gain of The prompted awareness rate is satisfactory according to F. Anne, but progress remains low. This is due to the same reasons as before on the mind awareness. [...]
[...] ABRAT et R. MARTIN, Bilan Rugby 2008, Les Français et le rugby, TNS Sofres, mars 2008 F. ANNE et E. CHERON, La mesure de l'efficacité du sponsoring, Revue Française du Marketing Maxime DEGBO, Les sponsors toujours d'attaque, L'Humanité mai 1999 M. DESBORDES, Stratégie des entreprises dans le sport, Editions Economica M. DESBORDES et G. [...]
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