Abstract:
The choice of horse racing sponsorship can solve the problem of being in touch with the most difficult target: the wealthy. The cost effectiveness of this operation is, by large, at the top of the scale. That's why it seemed worthwhile to consider more carefully whether a sponsoishij by Lancia of a famous horse racing could be a cost effective tool for Thema launch. And in fact it was understood that this kind of operation would solve in a successful way all the problems previously described and would meet the objectives of Lancia Thema launch, producing, in addition, a positive effect on the whole brand image (and awareness of course).
This could also be of interest:
Research Reports
Qualitative research on Yardley sponsorship
Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
 
January 3, 1973
Research Papers
Sponsorship
Catalogue: Seminar 1985: Below-The-Line And Sponsoring
Author: Stuart Turner
 
November 6, 1985
Case Studies
Using sponsorship to communicate to teenagers
Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions
Author: Patrick Shanahan
 
June 15, 1995
