Studies that have examined consumers response to celebrity endorsements in advertising still suggest that this tool is extremely efficient for influencing, at least one of the 3 levels of their relationship with the brand: Awareness(Mind), Connection (Heart) and Behavior (pocket). The studies are conflicting in what is the impact level and whether if really impacts all the 3 but there seems to be no doubt that there is an influence. As a validation of this belief is that companies are increasing their spending and plan to continue doing it.
But, on the other hand, the cost of using this tool are extremelly high and the risks are undeniable.
Therefore, it becomes crucial that organizations are able to manage their portfolio of sponsorship and to measure if they are being sucessfull or not. In other words, organizations want to make smart decisions and need information to support them on that. This is what the paper “Sports Assets Portfolio Management” i’ve presented intends to address. The following slide will provide na overview of what can be found in that paper.
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