The efficiency of integrated sponsorship advertising

Abstract

Three experiments conducted in Germany examined the impact of different sports sponsorship messages on the perception of print advertisements. The use of sponsorship in advertising proves to be risky. The use of pictures needs particularly careful consideration. The effectiveness of sports celebrities in ads depends on their common popularity, whereas the use of sports motifs bears the risk that consumers cannot identify with the situation. Attitudes towards sponsorship seem to play an important role in the perception of sports ads in general. Here further research is needed.

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