Resources Library by ANA

What have we learnt from tracking sponsorships?

Sponsorship is a relatively under-researched area in most developing countries. To learn more about it, a continuous tracking system was set up. In this paper the authors share their experiences with tracking data, the evaluating effect of specific...

Catalogue: MENAP Forum 1996: Pressure On Profit

Authors: Srijib Maitra, Jasojit Mookerjea

March 1, 1996

Quantity and quality

Broadcasters around the world face similar challenges: how to determine who is listening to their broadcasts, what type of programming appeals to listeners, and how to make their audience share grow. In the United States, an estimated 99.6 million...

Catalogue: Radio Research Symposium 1995

Authors: Rebecca L. Wettemann, Donna M. Vincent

July 1, 1995

Using sponsorship to communicate to teenagers

This paper examines an attempt to measure the relative impact of a number of sponsorship mediums for promoting a health message, Be Your Best, to Australian teenagers. In essence, the message was used in an attempt to convey to teenagers that if they...

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions

Author: Patrick Shanahan

June 15, 1995

Sport sponsorship in isolation versus its integration into classical advertising

The following paper - focussing mainly on Germany - aims to provide some insight and a better understanding about the effectiveness of sport sponsorships. Firstly, an outline about the status of the German sponsorship market is given in order to show...

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions

Authors: Gabi Koschler, Jurgen Merz

Company: GfK

June 15, 1995

Broadcast sponsorship: The viewers' views

Britain has had commercial TV for almost forty years. The ’bargain’ with viewers - free TV for spot advertising - works well for Advertisers, and Research shows is very acceptable to viewers. Five years ago the commercial Broadcasters were...

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions

Author: Ivor Millman

June 15, 1995

An experimental enquiry into sponsoring

At the Copenhagen Business School we have been running a research project concerned with sponsoring since the late eighties. In the present paper some conclusions and some late findings from this programme are presented.

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions

Authors: Flemming Hansen, Lene Scotwin

Company: KANTAR TNS Malaysia

March 15, 1995

Keep your eye on the ball

The growth of sponsorship as a means of communications is apparent to all. In the U.K., excluding money used to support sponsorship activity, our best estimate suggests the sports market alone to account for around £250 million in 1992 (Source:...

Catalogue: Qualitative Research 1993: A Critical Review Of Methods And Applications

Author: Ken Parker

June 15, 1993

Sponsorship of TV programmes

The contents of this paper provide information on viewers' perception, understanding and evaluation of sponsorship of T.V. programmes and telepromotions. This form of communication emerged in Spain in 1990 at a moment when important changes were...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations

Authors: Enrique Matesanz, Juan Jose Izquierdo

September 1, 1992

Sponsorship of TV programmes (Spanish)

The contents of this paper provide information on viewers' perception, understanding and evaluation of sponsorship of T.V. programmes and telepromotions. This form of communication emerged in Spain in 1990 at a moment when important changes were...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations

Authors: Enrique Matesanz, Juan Jose Izquierdo

September 1, 1992