Assignment (MComm)--University of Stellenbosch, 2002. / ENGLISH ABSTRACT: Sponsorship marketing, as part of the integrated marketing communication programme, is a
relatively new field of application. There is still a lack of research in many areas of this field,
especially in respect of the measurement of the effectiveness of this communication
instrument. Although its roots could be traced back to ancient Greece, substantial growth and
development in the field of sponsorship marketing have taken place over the past three
decades. More recently the concentration of sponsored events has moved away from sports
and has been divided between a number of other areas, notably art and entertainment and also
charity events. With the increase in sponsorships, an increase in literary research has also been
detected.
The analysis of the sponsorship strategy of a German insurance company - Cosmos Direkt -
has shown that in practice many companies are still not fully exploiting the potential of their
sponsorships. This became even more obvious when it was compared to the approach to
sponsorships of some of South Africa's largest insurance companies. The comparison
indicated that some of the insurance companies had achieved satisfaction with their
sponsorship, while others were still battling to establish the right formula for success.
The inconsistency of the success of sponsorships could often be ascribed to a large number of
companies being uncertain about sponsorships and reluctant to fully integrate these into their
marketing strategies. Sponsorships could only be effective when they are supported by other
marketing communication tools, rather than being viewed as a completely separate activity.
Sponsorships should be used in synergy with the other communication instruments, so that the
company may project a uniform message to its customers and the public. / AFRIKAANSE OPSOMMING: Borgskappe, as deel van 'n geïntegreerde bemarkingskommunikasie, is 'n redelike nuwe veld
van aanwending. Navorsing in baie gebiede van hierdie veld is nog uitstaande, veral waar die
meting van hierdie kommunikasie-instrument van belang is. Oor die afgelope drie dekades het
wesenlike groei en ontwikkelinge op die gebied van borgskappe plaasgevind, alhoewel die
oorsprong teruggevolg kan word tot na die antieke Grieke. Meer onlangs het die fokus van
geborgde gebeurtenisse wegbeweeg van sport af en is nou meer versprei oor 'n aantal ander
gebiede, byvoorbeeld kuns en vermaak, asook liefdadigheidsorganisasies. Met die toename
van borgskappe het daar ook 'n toename in literêre navorsing plaasgevind.
Die analise van die borgskapstrategie deur 'n Duitse versekeringsmaatskappy - Cosmos
Direkt - het aangetoon dat baie maatskappye in die praktyk nog nie die volle potensiaal van
hul borgskappe benut nie. Hierdie bevinding is bevestig nadat dit met die benadering tot
borgskappe van verskeie Suid-Afrikaanse versekeringsmaatskappye vergelyk is. Die
vergelyking het aangetoon dat sommige versekeringsmaatskappye tevredenheid met hulle
borgskappe bereik het, terwyl ander nog steeds op soek was na die regte formule vir sukses.
Die teenstrydigheid ten opsigte van die sukses van borgskappe is dikwels die gevolg van
maatskappye w~t onseker is oor hulle borgskappe en huiwerig is om dit ten volle met hulle
bemarkingstrategieë te integreer. Borgskappe kan egter net effektief wees wanneer hulle
ondersteun word deur ander bemarkingskommunikasie-instrumente, en nie as iets heeltemal
afsonderliks beskou word nie. Borgskappe behoort in sinergie met die ander
bemarkingskommunikasie-instrumente gebruik te word sodat 'n maatskappy 'n eenvormige
boodskap aan sy klante en die publiek sal stuur.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:sun/oai:scholar.sun.ac.za:10019.1/53167 |
| Date | 12 1900 |
| Creators | Jantzen, Elke Simone |
| Contributors | Terblanche, N. S., Stellenbosch University. Faculty of Economic and Management Sciences. Dept. of Economics. |
| Publisher | Stellenbosch : Stellenbosch University |
| Source Sets | South African National ETD Portal |
| Language | en_ZA |
| Detected Language | English |
| Type | Thesis |
| Format | 119 p. |
| Rights | Stellenbosch University |
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