An investigation into the effectiveness of sponsership at events compared to other marketing tools implemented.
Cardiff Metropolitan University
MetadataShow full item record
This dissertation has been conducted to understand more about the marketing tools companies use to promote their brands and products and look into sponsorship and its effectiveness. Objectives were set in order to provide structure and outline specific topics which were to be researched further. To fulfil the objectives primary and secondary data was researched and gathered. Quantitative data was used, a questionnaire was made and a total sample of 104 people completed the questionnaire in three different age groups. A range of sampling techniques was used to find people that could help complete the survey. Secondary data was researched through published textbooks, journals, newspaper articles and the internet. Results were presented through graphs and tables. They were then analysed and patterns were discussed looking at the difference in events that different age groups are interested in and the mixed views on sponsorship and other marketing tools. From the findings conclusions were made. Sponsorship was found to be an effective tool when used alongside other marketing and promotional tools.
BA (Hons) Events Management