Measurability of sponsorship effects: A corporate communication prespective

ABSTRACT Sponsorship is a versatile medium which transcends all boundaries of marketing and public relations. However, despite its versatility and flexibility as a communication tool, it has either been over/under estimated mainly due to lack of valid measurement methods to validate its legitimization as a commercially beneficial communication tool. Therefore, the aim of this study is to explore the measurability of sponsorship effects, and possible methods of measurement used/to be used. To this end, initially to set the theoretical background and dynamics behind it, various definitions of sponsorship have been made to fully understand what the concept stands for; followed by detailed examination of its differentiation from and commonality with other communication tools, along with its aims, effects and issues related to its measurability with possible methods used/to be used in its measurement. To get a "deeper" understanding of measurability of this multi-dimensional communication tool as regards the Turkish market, in-depth interviews have been conducted with communication/public relations professionals both from agency and corporate job-settings. The data obtained have been categorized on the basis of the opinions put forward by the interviewees to draw up a qualitative analysis. Results showed that sponsorship effects are measured in Turkey, though on the basis of different methods depending on the type of the company- being a brand, corporate or holding company operating in diverse business lines. Need for high budgets appeared to be main drawback in sponsorship measurement. Prior or post market research is done not for particular sponsorship projects, but as a general one where sponsorship is inserted. Each respondent mentioned various methods to measure sponsorship effects where media coverage ranked the first. Communication/public relations professionals reviewed the issue from a broader corporate perspective indicating the importance of decision-making process, and major drawbacks in its management which might have adverse effects on its measurability. Overall, setting measurable objectives was expressed as the common prerequisite to obtain measurable results. In the end, a guideline to sponsorship selection and measurement is proposed to demonstrate issues which need to be resolved to engage in commercially exploitable sponsorship programs. Key words: Sponsorship, sponsorship effects, measurement of sponsorship effects, measurability of sponsorship effects. IV