How corporate sponsors can optimize the impact of their message content: Mastering the message – Improving the processability and effectiveness of sponsorship activation

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Journal Article
Journal of Advertising Research, 2015, 55 (3), pp. 255 - 269
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© Advertising Research Foundation 2015. Sponsorship activations can differ either according to their focus (on the brand versus on the event), or their scope (promoting a product versus a corporate image). The purpose of the current study was to investigate the impact of the content of activation messages on sponsorship effectiveness. Statistical analyses supported the authors’ proposition that sponsorship activations that are consistent with respect to their focus and their scope are easier for targeted audiences to process. In turn, this enhanced "processability" leads consumers to develop a positive response toward the sponsor.
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