Suchergebnisse

AbstractDespite 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.

Organizations of all types increasingly recognize the importance of sponsorship as a source of revenue and as a means to achieve their objectives. This trend is driving the broader adoption of sponsorship, which has resulted in its use to pursue objectives other than those related to promotion, including those related to behavior change and, thus, social marketing. Concurrently, sponsors and sponsees are demanding the development of legitimate, reliable, and meaningful methods for the evaluation of sponsorship as investment in the area increases. For organizations whose objectives include behavior change and, thus seek to market behaviors (i.e., social marketers) this results in a need to be able to evaluate the social marketing elements of their sponsorships, distinct from other objectives that may be sought. The current research conceptualizes social marketing in sponsorship and then develops hypothetical examples for each resulting scenario to demonstrate how social marketing elements in sponsorship should be evaluated.

Abstract


Food‐related tasks are demanding activities in all households because of their regularity, frequency, and centrality to family activities and relationships. This study develops typologies for food task orientations and strategies used by mothers, and studies the relationships among them. It uses a systems‐based framework to examine related inputs and outcomes of these orientations and strategies and compares the situations of married and single mothers. The findings indicate some strategies are more successful than others as predictors of various work‐family outcomes.


Copyright © 2007 John Wiley & Sons, Ltd.