奎斯特和汤姆森以1988年阿德莱德艺术节为例，采用实验方法探讨了不同投资程度与背后的激励因素及其相对有效性之间的关系。三家赞助商在提升企业整体社会形象和在特定目标市场增加产品或服务方面，依次投入最多、最少和中间金额，在活动结束后得到不同的效果。只有花费最多的赞助商才能达到让观众意识到自己是赞助商的目的。它清楚地表明，你在赞助上投入的资金越多，你就能从中获得更多的效果。
艺术赞助和体育赞助有四大区别。第一，追求的目标。艺术赞助将社区关系和热情好客视为其最重要的目标，而体育赞助则更多地着眼于受众范围、品牌和产品意识以及寻求媒体曝光。第二，评估过程。艺术赞助进行更频繁的评估。三是针对性。艺术赞助通常将赞助职能集中在公关部门，而不是体育赞助通常在其中执行项目的营销部门。最后，他们在组织层级中有不同的职责。体育赞助是一种更紧密的赞助方式，它以更有效的管理来发挥市场功能。
Coughlan和Mules的研究表明，赞助组织正在从他们的赞助中寻找各种商业成果，因为赞助活动可能会增加品牌优势和企业形象。为了有效地实现自己的目标，应该注意两点规则。对于赞助组织来说，清晰有效地与消费者沟通是非常重要的，这有助于赞助商在赛事期间的赞助竞争中脱颖而出。另一件事是，如果赞助商希望在一个活动中获得重要的知名度，他们应该确保他们不会赞助一个拥有大量赞助商的活动，并且他们应该在活动期间“在现场”非常显眼。
首先，如果允许其他赞助商参与，访问媒体赞助商可以帮助销售其他赞助商。因为其他赞助商可以通过活动的媒体点获得额外的推广，这是一个双赢的局面。其次，赞助的关键是提高知名度，媒体可以通过塑造或改变企业的品牌形象，加强消费者与全球品牌的密切关系，甚至塑造消费者的态度。最后但并非最不重要的是，媒体本身可以制作和播放有关活动的广告信息，可以对活动进行大量宣传，这是活动的主要目标。
第一个标准是你能卖给赞助商什么。活动的类型将决定你能卖什么。你卖什么可以决定什么样的赞助商会被吸引。活动组织经理应根据其价值来寻找有动机的赞助商。然后，你可以根据你需要什么来支持这个活动的过程，专注于你想接近什么样的公司。另外，你可以通过弄清楚这些赞助商是否已经在你的市场上赞助，找到可能的赞助商。因为他们也会把他们的投资放在你的活动上。
Marketing Assignment 代写:赞助营销计划
1) The article by Quester and Thomson (2001) concludes that “…. sponsorship effectiveness is directly related to the degree to which the sponsors are willing to leverage their investment”. Briefly explain, using examples from their study, what is meant by this statement. (Advertising and Promotion Leverage on Arts Sponsorship Effectiveness)
Quester and Thomson employs an example of the 1988 adelaide Festival of the Arts by using an experimental method to discuss the relationship between different degree of investment with the motiveating factors behind and their relative effectiveness. Three sponsors, spending the most, the least and intermediate amount in sequence in enhancing their corporate image to society in general and increasing their product or service in specific target market, get different result after the event. Only the sponsor who spend the most have achieve its aim of making the audience aware of its role as a sponsor. It clearly indicates that the more investment you put in the sponsorship, the more effectiveness you can get from it.
2) Briefly discuss key differences between arts and sports sponsorship (Quester and Thomson, 2001) (Advertising and Promotion Leverage on Arts Sponsorship Effectiveness)
There are titally four differences between arts and sports sponsorship. First, the objective sought. Arts sponsorship rates community-relations and hospitality as their most impoertant objective while sports sponsorship aims more for audience reach, brand and product awareness and seeking media exposure. Second,the evaluation processes. Arts sponsorship carrys out more frequent evaluations. Third,audiences targeted. Arts sponsorship commonly centers the sponsorship function in the PR department rather than the marketing department that sports sponsorship usually conduct their programs in.last, they have different responsibility within the organization hierarchy. It is sports sponsorship, a closer sponsorship that takes the market function with a more effective management.
3) Briefly discuss the findings that emerged from the study by Coughlan and Mules (2001) from the viewpoint of sponsors. (SPONSORSHIP AWARENESS AND RECOGNITION AT CANBERRA’S FLORIADE FESTIVAL)
The study by Coughlan and Mules shows us that the sponsoring organizations are looking for various commercial outcomes from their sponsorship for the reason that sponsoring of events may increase perceived brand superiority and corporate image. To effectively achieve their own objectives, two points of rules should be noted. It is very important for sponsoring organization to clearly and effectively communicate to the consumer link between their organization and the event, which help sponsors stand out in the competition of the sponsorship during an event. The other thing is that if a sponsor wishes to achieve significant awareness at an event, they should ensure they do not sponsor an event with large numbers of sponsors and they shoud be highly visible “on the ground” during the event.
Visitor recognition levels of international and national brands are higher than local recognition levels of those brands, as was evident with unprompted awareness.
4) Briefly discuss the significance of accessing media sponsors for an event (The Sponsorship Marketing Plan).
First of all, accessing media sponsors can help sell other sponsorships if it is permitted to have other sponsors in its spots. Because other sponsors can get additional promotion via the event’s media spots, which is a win-win situation. Second, the key to the sponsorship is to improve visibility, media can strengthen the consumer’s close relationship with the brand worldwide, even shaping consumer’s attitudes by creating or changing a brand image of companies. Last but not the least, media, itself can produce and broadcast advertising message regarding the event, much publicity can be received to the event, which is the main objective of the event.
5) Briefly discuss key criteria an event might employ when targeting organisations for sponsorship (The Sponsorship Marketing Plan).
The first criterion is what you can sell to sponsors. The type of the event will determine what you can sell. And what you sell can determine what kind of sponsors will be attracted. The event organization manager should base on its value to find sponsors that will be motivated. Then you can focus on what kind of company you want to approach according to what you need to support the process of this event. Also, you can find the may-be-sponsors by figuring out whether these sponsors have already been sponsoring in your market or not. Because they will put their investment in your event as well.
