Marketing Proposals through Sporting Event Sponsorship to Telstra from the Hierarchy of Effects Perspective

IR

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  • スポーツイベント・スポンサーシップを通じたTelstra 向けマーケティング提案 : 効果階層の観点から

Abstract

This study aims to develop theoretical and conceptual frameworks to evaluate the effectiveness of sporting event sponsorship from the hierarchy of effects perspective. The findings from comprehensive literature review present a guideline for designing successful sponsorship activities and contribute to rganizational practices. Organizations have been investing in various forms of sporting events; however, it is a controversial aspect in the literature whether sporting event sponsorship really persuades consumers to change their behaviours. In the Australian mobile telecommunication market, Telstra had established a strong market positioning and top of awareness, although they had experienced declining in brand equity between the 1990s and early 2000s. This paper explores how persuasion technique from response process works in terms of changing consumer behaviour and producing brand loyalty. Finally, to achieve the marketing objectives for Telstra, a strategic marketing campaign combined with sporting event sponsorship and message strategies is proposed.

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