The development of a process for evaluating marketing sponsorships
8827 mots
36 pages
Canadian Journal of Administrative Sciences Revue canadienne des sciences de l’administration 29: 50–66 (2012) Published online 11 June 2011 in Wiley Online Library (wileyonlinelibrary.com). DOI: 10.1002/CJAS.194The Development of a Process for Evaluating Marketing Sponsorships
Norm O’Reilly*
University of Ottawa Abstract Despite the increasing resources being allocated from marketing budgets to sponsorship, effective evaluation is relatively rare, and sponsorship evaluation methods are often proprietary in nature. This paper reports on a research project designed to develop a process model for evaluating sponsorships. An initial version was conceived from agency theory, the evaluation literature, and sponsorship writings. This draft was then assessed by sponsorship experts during a series of 14 in‐depth interviews. Based on these analyses, a final version of the process model was proposed. The revised version was then adopted to evaluate—as a demonstrative example—a specific sponsorship. Results of this case and recommendations for future research and practice in sponsorship evaluation are presented. Copyright © 2011 ASAC. Published by John Wiley & Sons, Ltd. JEL Classification: M3
Judith Madill
University of Ottawa Résumé Malgré les ressources croissantes affectées des budgets de marketing aux commandites, l’évaluation effective de ces dernières est relativement rare, et les méthodes d’évaluation utilisées sont souvent intrinsèquement patrimoniales. Cet article est un compte‐rendu d’un projet de recherche destiné à concevoir un modèle de processus d’évaluation des commandites. Une version initiale dudit modèle avait été conçue à partir de la théorie de l’agence, des publications sur l’évaluation et des écrits sur les commandites. Des experts en commandite l’avaient alors évaluée pendant une série de 14 interviews approfondis. La version définitive du modèle de processus proposé ici est basée sur les analyses de ces interviews. Elle est adoptée pour