Abstract
M.Comm.
This study aims at presenting and understanding sponsorship practices in the motor vehicle manufacturing industry, with a focus on sponsorship objectives and evaluation.
Despite the large amounts of money organisations spend on sponsorships, the research around sponsorship and its evaluation practices are still limited. Literature on sponsorship tends to focus on defining and discussing sponsorship and sponsorship objectives. Only a select few researchers have delved into sponsorship specific evaluation tools and methods. The various types of planned messages that organisations use to build their brands is termed marketing communication. This includes advertising, PR, direct marketing, personal selling, sales promotion as well as sponsorship. It is important for the organisation to leverage their sponsorship in order to maximise the return received.