Sponsorship consultancy Redmandarin surveyed 99 senior marketing professionals, made up of executives from a variety of small, medium and large sponsoring companies across Europe.
The survey found that despite primary research into target audiences, brands are unclear whether the research is done to inform future thinking or to evaluate a decision already made to sponsor.
Many organisations still fail to set any sponsorship objectives. Brand-focused objectives were rated the most important, despite the fact that the main ways of measuring sponsorship are still 'output' measures (media values) which do not assess the actual impact on the brand (awareness, perception, consideration).
On the plus side, the industry is expected to become more sophisticated and creative, with a positive outlook for cause-related and entertainment sponsorship.
To see the survey in full you can visit Redmandarin's website, at www.redmandarin.com.
