Sponsor , sports , image
Sponsor of the image measurement indicators are essential to business. A sponsorship deal is in place to naturally enhance the brand image and thus favorably influence the audience. To be effective, sponsorship should produce a positive image and brand quality. Image Measurement Indicators will therefore enable the company to realize its public image before and after the event.
The image measurement indicators are quite complex because they affect the psychology and sociology of individuals. Indeed, the public is not necessarily aware of their attitudes vis-à-vis a sponsor. This attitude is usually induced by its social status. Despite these constraints, there are measurement tools like associative tests, projective tests, opinion and image tests, questionnaires and interviews to measure the image of a sponsor.
[...] Indeed, from three sponsors, only the sponsor received the best reputation is marked. Thus, the fact of analyzing the sponsorship benefits by delaying exposure to his sponsor advertising equivalent admits certain limits. Finally, it is true that economic indicators are relatively easy to implement, the problem is they are often deferred and spread over time, making it difficult to monitor actions. It is difficult to decide between the real effects of sponsoring initiatives that have resulted in increased sales two or three years later, and commercial inefficiency. [...]
[...] This test can be used to measure attitudes vis-à-vis consumers of sport, comparing it to competing sports. The survey will be illustrated by scores achieved on each sport are represented by or To illustrate this test, we will take the example of football (see below). Table opinion of Test Advantages and disadvantages + - + - + - + youth usability balance sheet ( + ( - ( + ( - ( + ( - ( + ( (Source: Table from the Congress of the French Society of Sport Management, November in Dijon) The conclusions of the opinion test can be varied. [...]
[...] Traditional indicators, such as measuring the reputation and storing a sponsor through the three types of notoriety, today revealed some limitations. These indicators are effective, but variables can influence the memorization of the sponsor and therefore skew the results of the study. These variables are five in number: The instant storage is measured is very important, because the degree of memorization is never the same, during or after the event. The competitive environment greatly influences the storage of sponsors, especially if they are in the same industry. [...]
[...] 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. TRIBOU, Marketing du sport, Editions Economica Alain ECHEGUT, Roland-Garros réorganise son club sponsors, Les Echos mai 2005 ; Les entreprises investissent en force dans le sponsoring sportif, Les Echos Bruno FRAIOLI, Les gagnants et les perdants du sponsoring sportif, Stratégie février 2008 Stéphane GUICHARD, BNP Paribas sur Terre Battue, Dossier la Distrib's communique G. [...]
[...] " Love The questionnaire as a tool to measure the image of a sponsor is not recommended for very precise data. The questionnaire limit the number of answers of the interviewees, because individuals interviewed can not speak freely with a majority of closed questions. For the questionnaire to be effective it must be based on a number of important open questions to enrich the answers. The treatment of open questions is more complex, but it helps to have more meaningful statistical data on the image of a sponsor. [...]
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