Event-related advertising and the special case of sponsorship-linked advertising

Kelly, Sarah J., Cornwell, T. Bettina, Coote, Leonard V. and McAlister, Anna R. (2012) Event-related advertising and the special case of sponsorship-linked advertising. International Journal of Advertising, 31 1: 15-37. doi:10.2501/IJA-31-1-15-37

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Author Kelly, Sarah J.
Cornwell, T. Bettina
Coote, Leonard V.
McAlister, Anna R.
Title Event-related advertising and the special case of sponsorship-linked advertising
Journal name International Journal of Advertising   Check publisher's open access policy
ISSN 0265-0487
Publication date 2012
Sub-type Article (original research)
DOI 10.2501/IJA-31-1-15-37
Volume 31
Issue 1
Start page 15
End page 37
Total pages 23
Place of publication Henley-on-Thames, Oxon, United Kingdom
Publisher World Advertising Research Center
Collection year 2013
Language eng
Abstract Corporate sponsorship is a valuable brand-building platform, typically leveraged by advertising and promotion. While advertising often ‘uses news’ to connect to meaningful events, sponsorship contracts create a special category of advertisers that have official rights to event affiliation. In fact, sponsorship-linked marketing creates two special categories of advertiser: those officially linked to the event and those that seek association with the event but have no legitimate link (i.e. ‘ambushers’). We examine the prevalence and nature of sponsorship-linked advertising (SLA) as a leveraging strategy employed by both sponsors and ambushers. SLA includes advertising that communicates a sponsorship link or tie, as well as advertising that demonstrates a theme that links to sponsorship. Two content analytic studies find extensive use of SLA by ambushers and true sponsors. We propose a diagnostic method to identify ambushing attempts. Practical implications for sponsoring brands, potential ambushing brands and policy makers are discussed.
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2013 Collection
UQ Business School Publications
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Citation counts: TR Web of Science Citation Count  Cited 15 times in Thomson Reuters Web of Science Article | Citations
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Created: Fri, 23 Mar 2012, 13:17:09 EST by Karen Morgan on behalf of UQ Business School