An IMC Approach to Event Marketing: The Effects of Sponsorship and Experience on Customer Attitudes

The number of companies sponsoring events has increased over the past decade. Yet, for many firms it is unclear how the effectiveness of event marketing activities can be measured. The study examines outcomes associated with an automobile manufacturer's sponsorship of a six-day charitable sporting event. Data for the study were collected from a sample of 565 spectators in five cities during the six-day event. Results provide evidence for inclusion of event marketing in the company's promotional mix and indicate that experience with the sponsor's products during the event may enhance event outcomes. The role of event marketing as a form of communication is discussed, and recommendations and directions for future research are suggested.