Sponsorship : A marketing perspective

• Main Authors: Lam, Wendy Wen Li, Ong, Fiona Ling Tee, Lee, Jeanette Lye Ming
• Other Authors: S. Palvia
• Format: Final Year Project
• Language: English
• Published: 2015
• Subjects: DRNTU::Business
• Online Access: http://hdl.handle.net/10356/63735
• Institution: Nanyang Technological University

The motivation behind our study, "Sponsorship: A Marketing Perspective", is that sponsorship is a fast growing but little understood communication tool. The four objectives. of our study are the role, approach, selection and evaluation of sponsorship as perceived by organizations. The aim of this report is for it to act as a guideline for organizations using or who wish to utilize sponsorship. A secondary aim is for this report to aid sponsees seeking sponsorship. During the course of our initial literature survey, we discovered that little study has been carried out in this area. Hence, the nature of our research is exploratory. Our research was conducted through unstructured interviews. We had two sample groups. The first sample group consist of academics with experience in the field of communications and promotions. The second group is made up of organizations practicing sponsorship. The major problem encountered was the difficulty in getting information as several interviewees considered sponsorship related data as confidential. Based on literature reviews and the findings of our research, the recommendations are as follows:- • a formal and systematic approach should be taken to sponsorship. • the use of sponsorship should always be integrated with the rest of the communication elements. • it is important to find a "niche" area in which to carry out sponsorship.