Examining Integrated Advertising and Sponsorship in Corporate Marketing Through Televised Sport

Peter Smolianov
David Shilbury

To determine how integrated TV advertising and event sponsorship should be best managed and evaluated, a theoretical framework derived from global exploratory research of academic literature and consulting reports was validated by 16 experts. To benchmark the current practices against the best practice integration methods, 12 campaigns, which had sponsored a televised event and placed advertisements during the broadcast of the event, were analyzed via case studies. The investigated competitions included the Wimbledon Tennis Tournament in London and the Olympic Games in Sydney. The examined brands comprised automotive, financial services, retail chain, office equipment, and consumer goods. A total of 24 semi-structured in-depth interviews were conducted„otwo for each case„oone interview with an internal marketing executive from the promoted corporation, and a second with an external respondent from the advertising agency, event management organization, market research firm, or television channel. The study identified the key techniques that led to increased corporate sales„ofour steps and four objectives with necessary performance measures.