Sponsoring door interactie in het theater - Het effect van interactieve marketinguitingen, ingezet door een sponsor in een theateromgeving, op de ontwikkeling van het sponsormerk

Broeke, F.M. ten (2012) Sponsoring door interactie in het theater - Het effect van interactieve marketinguitingen, ingezet door een sponsor in een theateromgeving, op de ontwikkeling van het sponsormerk.

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Abstract:Consumers are increasingly skeptical and less open to traditional marketing. By sponsoring an event, where interactive marketing expressions are used, consumers are more involved with the sponsoring brand. This has influence on the perception of brand by the consumer. This article attempts to answer the question whether interactive marketing expressions, used by a sponsor in a theater environment, have a positive effect on the purchase intention, recall and recognition, brand perception and brand experience of the sponsoring brand, compared to passive marketing expressions. Interactive marketing expressions such as product sampling or activities organized by the sponsor. And passive marketing expressions as flyers, posters and displays. This is done by manipulation of the marketing expressions of a sponsor brand during a musical event within a theater setting, using passive and interactive marketing expressions. The influence of marketing expressions is tested by a survey filled in by theater visitors for two different sponsor brands in two different theaters. Concluded from the study, the effect of the sponsorship and marketing expressions combined with a cultural event varies per kind of brand and marketing expression. For the brand Ricola, a throat pastilles and breath freshener’s product, the theater has a positive effect on brand development. While the attitude toward the bank ING is stronger in the neutral environment compared with the theater environment. The difference between passive and interactive marketing in a theater environment is not confirmed. Future research is required to investigate potential differences between sorts of brands and marketing expressions.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/61753
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