SCHOOL OF TOURISM, HOSPITALITY AND EVENT

MANAGEMENT (STHEM)

FIFTH SEMESTER SESSION 2022/2023 (A221)

GHZL 3143 EVENT SPONSORSHIP AND FUNDRAISING

INDIVIDUAL ASSIGNMENT

ARTICLE REVIEW

PREPARED BY:

MUHAMMAD HAFIZZUL BIN ROSLI (280873)

PREPARED FOR:

PUAN CHE NORAZIZI CHE MASTAR

SUBMISSION DATE: 18 DECEMBER 2022

Based on the article,one of the best marketing strategies for raising brand awareness,

enhancing the value of a company's reputation, and enhancing the event's location and

visibility is sponsorship . The impact that sponsors hope to have is however diminished

among the other partners due to the abundance of events and sponsors who are also present.

Initiatives can be taken, such as the development of a particular event or the sponsorship of

an exclusive sponsorship, to stop competitors from sponsoring ambush marketing operations

(ambush marketing) events . Participation in the duration and scope of sponsored events is

essential for successful sponsorship operations.

In order to better understand the relationship between exposure to event sponsorship and

efficacy variable campaign sponsorship, specifically the image and memorization, the

primary goal of this study is to propose a structural model. Our aim is to enrich the theory of

modeling consumer behavior by attempting to integrate the moderator variable congruence

event/sponsor involved in the relation between exposure and the mediating variable image

and relational proximity brand/person involved in the relation between exposure and

memorizing. According to the literature, it is crucial for the sponsor to support a cause that

aligns with their values and where the degree of congruence is acceptable because this brings

them closer to their intended audience.

We have also seen that sponsorship is a component of corporate communications; a

coordinated approach to communications is necessary for the best possible investment advice.

Advertising is a crucial component of the sponsorship's success . However, because there

aren't many tools available to help businesses do this, this task presents the biggest challenge.
Some businesses base their calculations of efficiency solely on the quantity of brand

exposures or by applying the same methods as conventional advertising. Marketers have a

real need to support their financial commitment in order to convince sponsors of a new

course of action.Finding accurate measurement methods to evaluate the impact of

sponsorship is the real challenge of the future.

Theoretically, it has been shown that exposure during a sponsorship operation affects the

metrics for measuring the effectiveness of the sponsorship, such as image and memorization .

We can now establish a direct relationship between exposure and these variables thanks to

this work. Additionally, this research would enable us to examine the effects of exposure on

these portables, as well as better comprehend and target consumers to understand their

various expectations.