What is the demarcation of effective advertising

The joint effect of advertising and sponsorship on brand setting and brand image

Horvath, Mario (2013) The combined effect of advertising and sponsorship on brand setting and brand image.
Master thesis, University of Vienna. Faculty of Economics
Supervisor: Wagner, Udo

PDF document
All rights reserved
Download (5Mb)

Link to u: search

Abstract in German

In practice, communication instruments such as advertising and sponsoring are often used together in the context of integrated marketing communication. However, there is little literature that empirically investigates the joint effect of the communication tools. The aim of the present work is to answer the research question of how the use of an integrated marketing communication approach affects brand attitudes and brand image. Furthermore, it is examined how the order in which the consumer comes into contact with advertising and sponsoring influences the brand setting and the brand image. For this purpose, an experiment with subsequent questioning is carried out. Compared to the isolated use of communication instruments, integrated marketing communication leads to a better assessment of the brand attitude and the brand image, but the difference is for the most part not significant. Furthermore, the order of the use of advertising and sponsoring is not essential for the evaluation of the brand setting and the brand image.

Keywords in German

Brand setting / brand image / collective effect / advertising / sponsoring

Abstract in English

In practice, communication tools such as advertising and sponsorship are often used together under the framework of integrated marketing communications. However, there is little literature that examines the combined effects of the means of communication empirically. The present study aims to answer the research question of how the use of an integrated marketing communications approach affects brand attitude and brand image. Furthermore, it is determined how the order in which a consumer comes in contact with advertising and sponsorship influences brand attitude and brand image. For this purpose an experiment with subsequent interviews was carried out. Integrated marketing communication led, compared with the isolated use of communication tools, to a better evaluation of brand attitude and brand image, but the difference was in a large part not significant. Additionally, the order of advertising and sponsorship was not essential to the evaluation of brand attitude and brand image.

Keywords in English

brand attitude / brand image / joint impact / advertising / sponsorship

Document Type: University thesis (master thesis)
Author:Horvath, Mario
Title:The joint effect of advertising and sponsorship on brand setting and brand image
Circumference information:73 p.: Ill.
Institution:University of Vienna
Faculty:Faculty of Economics
Publication year:2013
Language:ger ... German
Supervisor:Wagner, Udo
Assessor:Wagner, Udo
Classification:85 Business> 85.40 Marketing
AC number:AC11167674
Document ID:30521
(The PDF layout is identical to the print version of the university thesis.)

Copyright notice: The Austrian Copyright Act applies without restriction to documents that are offered in electronic form via data networks; in particular, according to ยง 42 UrhG, copies and reproductions are only permitted for personal and private use. For details, see the legal text.

Edit document (only for administrators)