초록 열기/닫기 버튼
Sponsorship of events, particularly sporting events is to be one of the most rapidly growing forms of advertising, has received much recent attention in the marketing and advertising literature. An Important aspect of whether the event sponsorship achieves marketing/promotion aim is the extent to which patrons at an event are actually aware of the corporations that are sponsoring the event. Therefore, the purpose of this study is to measure sponsorship effectiveness for investigating awareness and purchase intention of the level of awareness of major sponsors of the 2003 Peace Cup Korea of the TV audience. The results of the study revealed that the audience recognition of major sponsors which were TOTO, Adidas was about 50%, that the audience who recognized with major sponsors exactly are more purchase intentions than the audience who not recognized at all.
