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Real Value of Advertising Value Equivalent in Sport Sponsorship

Author

Listed:
  • Sebastian Kot

    (Czestochowa University of Technology, The Management Faculty, Poland,)

  • Sebastian Kot

    (North-West University, Faculty of Economic Sciences and IT, South Africa,)

  • Michal Kucharski

    (Faculty of Management of Sports and Turism, The Jerzy Kukuczka Academy of Phisical Education in Katowice, Mikolowska 72a, 40-065 Katowice, Poland.)

Abstract

Conducted examinations were aimed at examining to what degree formal values of the advertising value equivalent (AVE) are ahead of their real value. The reason behind setting the real amount of the AVE is that many sponsoring entities supporting sport treat this factor as the main determinant in evaluation of their sponsoring campaign, even though there are justified doubts about its credibility (Hagyari et al., 2016). During the implementation of studies a thesis was adopted that the official value of the AVE is elevated, and hence distort the process of evaluation of sponsorship. Conducted research involved determining number of visual contacts of respondents with logotypes of chosen sponsors while watching video material with volleyball matches. Research process was based on an eye-tracker. Obtained data was used to determine real values of AVE obtained by each brand. Obtained findings allowed to accept the thesis, as applied innovative test procedure confirmed that real value of the AVE, which had been set, was significantly lower in case of every examined enterprise: Differences between the official and real value of the AVE fluctuated from 57% to 96%. Sponsoring enterprises shouldn’t base the evaluation of their sponsorship campaigns on official AVE as obtained data may lead to erroneous conclusions.

Suggested Citation

  • Sebastian Kot & Sebastian Kot & Michal Kucharski, 2017. "Real Value of Advertising Value Equivalent in Sport Sponsorship," International Review of Management and Marketing, Econjournals, vol. 7(1), pages 34-42.
    • Handle: RePEc:eco:journ3:2017-01-05
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    References listed on IDEAS

    as
    1. Md Safiullah & Pramod Pathak & Saumya Singh & Ankita Anshul, 2016. "Social Media In Managing Political Advertising: A Study Of India," Polish Journal of Management Studies, Czestochowa Technical University, Department of Management, vol. 13(2), pages 121-130, June.
    2. Anatoliy G. Goncharuk & Natalia O. Lazareva & Ibrahim A. M. Alsharf, 2015. "Benchmarking As A Performance Management Method," Polish Journal of Management Studies, Czestochowa Technical University, Department of Management, vol. 11(2), pages 27-36, June.
    3. Pavel Hagyari & Radovan Bacik & Richard Fedorko, 2016. "Analysis Of The Key Factors Of Reputation Management In Conditions Of City Marketing," Polish Journal of Management Studies, Czestochowa Technical University, Department of Management, vol. 13(1), pages 69-80, June.
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    More about this item

    Keywords

    Advertising Value Equivalent; Sports Sponsorship; Eye-tracker;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D

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