An investigation of television and sport sponsorship in the Irish market

dc.contributor.advisorMcAllister, Gavinen
dc.contributor.authorBrockdorff, Elizabeth vonen
dc.date.accessioned2014-08-28T14:05:55Z
dc.date.available2014-08-28T14:05:55Z
dc.date.issued2008
dc.description.abstractThe use of sponsorship is rapidly growing in the Irish market. Sponsorship has grown to be an important part of the marketing communication mix for companies over the past decade and has been inserted significantly into our everyday lives. The aim of this study was to investigate, in the television and sport sponsorship. Are people aware of sponsorship and do different television and sport preferences and habits influence peoples knowledge of sponsorship? In order to reach this purpose the research question is focusing on the objectives of sponsorship. Based on the research question, a review of the relevant literature was conducted resulting in a conceptual framework, which then guided the study's data collection. In order to collect the data the quantitative approach was used, using questionnaires as the data collection tool. 100 questionnaires were handed out asking respondents to give feedback on their knowledge of sponsorship. The set target market for this research was 18-25 years. In the study, the researcher discovered that, brand awareness, image building and reaching target markets are three important objectives for sponsorship, the relevance and long-term impact are major selection criteria for sponsorship and furthermore evaluation methods of the sponsorship tends to be more informal than described in theory.en
dc.identifier.citationvon Brockdorff, E. (2008). An investigation of television and sport sponsorship in the Irish market. Bachelors Final Year Project, Dublin Business School.en
dc.identifier.urihttp://hdl.handle.net/10788/1937
dc.language.isoenen
dc.publisherDublin Business Schoolen
dc.rightsItems in eSource are protected by copyright. Previously published items are made available in accordance with the copyright policy of the publisher/copyright holder.en
dc.rights.holderCopyright: The authoren
dc.rights.urihttp://esource.dbs.ie/copyright
dc.subjectMarketing researchen
dc.subjectPhysical education and trainingen
dc.subjectTelecommunicationen
dc.titleAn investigation of television and sport sponsorship in the Irish marketen
dc.typeFinal Year Projecten
dc.type.degreelevelBAen
dc.type.degreenameBA (Hons) in Marketing and Event Managementen
Files
Original bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
ba_brockdorff-von_e_2008.pdf
Size:
2.36 MB
Format:
Adobe Portable Document Format
Description:
Restricted Access
License bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
license.txt
Size:
4.19 KB
Format:
Item-specific license agreed upon to submission
Description: