Edited by Sten Söderman and Harald Dolles
Chapter 24: State of the art and science in sponsorship-linked marketing
Sponsorship of sports, arts, and charitable events is a mainstream marketing activity no longer in need of extensive introduction or justification. There is, however, a need to account for the progress made to date in integration of sponsorship-linked marketing into management, theory, and research. Moreover, there is a need to open a discussion of realignment in our thinking regarding the role that sponsorship and other indirect marketing communications play and will play in the future. Up to this point, we have tended to consider sponsorship, product placement, advergaming, and other new approaches as uniquely interesting areas at the intersection of advertising and entertainment. It is time to consider these trends holistically as a move toward a new era in communications, one that could be called ‘indirect marketing.’ There are many perspectives that can be taken on sponsorship. In this chapter, the perspective of the firm or organization that might use sponsorship in a marketing and communications program is considered.
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