Dear Colleague,

This survey may interest and assist you if you are involved in or research corporate promotions through televised sporting events.

This survey does not contain any advertising or commercial information. The e-mail addresses for this survey were obtained from the member and staff lists of professional organisations published on the Internet.

This survey is a part of my PhD studies at Deakin University in Melbourne, Australia.

I am surveying top Australian, American and European companies and consultants to assess return on investments in sponsorships of televised sporting events and in advertisements during these events.

There will be two surveys. This first survey will validate the objectives of sport marketing with industry experts. The second survey will determine effectiveness of advertisements and sponsorships in reaching these objectives, by surveying professionals involved in sport marketing around the world.

I will be happy to share the results of this research with you.

It will take 10 minutes to complete the enclosed form. Please return it as soon as you can by simply replying to this e-mail.

All responses, including your name and the name of your company, will remain confidential.

Thank you. The value of this research depends entirely upon your cooperation.

For any questions, please contact me by replying to my e-mail - peter_smolianov@wool.com.au or on tel/fax +61 3 9533 5531.

Most sincerely,

Peter Smolianov, Bowater School of Management and Marketing, Deakin University, Melbourne, Australia.

Question 1. What was the last televised sporting event you were involved in or evaluated, an event which companies sponsored and during which they placed their advertisements? Please write the event name, location and year: event name........................................... location (city and country) ......................... year.................................................

Question 2. Thinking about the above sporting event, please indicate how importantly you rate the objectives of the major event sponsor which also advertised during this event.

Would you please rate each objective using the following 4-point importance scale: 1-not at all important, 2-not very important, 3-quite important, and 4-very important.

Please record a number from 1 to 4 indicating importance of the objectives, using the following example: ( 4 ) Increase awareness of the company and its product.

The objectives listed below are based on a review of 40 American, European and Australian authors. If you believe that some objectives are not relevant, please write in the brackets NA - not applicable. Please add important objectives if any are missing.

CORPORATE AND PRODUCT OBJECTIVES - how advertisements and sponsorships benefit the promoted company and its product: ( ) Increase awareness of the company and its product. ( ) Reach total audience through media, event and sport followers. ( ) Reach sponsors' / advertisers' target audience through media, event and sport followers. ( ) Improve or change corporate and product image. ( ) Increase consumer attention to the brand. ( ) Promote learning of the brand. ( ) Increase comprehension of the brand. ( ) Promote consumer emotional responses to the brand. ( ) Increase consumer acceptance of the brand. ( ) Increase sales. ( ) Increase market share. ( ) Build brand equity. ( ) Other corporate and product objectives. Please specify:.................

PERSONAL OBJECTIVES - how advertisements and sponsorships benefit the clients and employees of the promoted company: ( ) Improve relations with business clients. ( ) Improve internal employee relations. ( ) Other personal objectives. Please specify:.................

MEDIA OBJECTIVES - how advertisements and sponsorships use media to promote the brand: ( ) Reach total and target audiences through the paid TV exposure. ( ) Reach total and target audiences through non-paid TV, newspapers, magazines, radio, Internet and other media ( ) Achieve high quality of media coverage, clarity, intensity and environment for the brand message. ( ) Integrate brand messages promoted through various media. ( ) Other media objectives. Please specify:.................

EVENT OBJECTIVES - how advertisements and sponsorships use the sporting event to promote the brand: ( ) Reach total audiences through live spectators, participants and followers of the sport. ( ) Reach target audiences through live spectators, participants and followers of the sport. ( ) Link the brand with the event. ( ) Prompt consumer action. ( ) Use stimulating atmosphere of sporting event to target consumers. ( ) Make brand message and association simple and easy to understand. ( ) Tie the brand with entertainment at event such as music, cheerleaders. ( ) Use sport celebrities to promote the brand. ( ) Link the event and TV audiences, e.g. prize contest for both TV and life viewers. ( ) Link TV program with 'on site' marketing activities, such as sales promotion. ( ) Link event with direct marketing programs. ( ) Link event with customer loyalty programs. ( ) Link event with employee loyalty programs. ( ) Other event objectives. Please specify:.................

COST OBJECTIVES - how cost effective are advertisements and sponsorships in reaching sport marketing objectives: ( ) Costs of benefits exceed costs of the promotion. ( ) Reach total audiences at less cost. ( ) Reach target audiences at less cost. ( ) Increase sales at less cost. ( ) Provide personal benefits at less cost. ( ) Other cost objectives. Please specify:.................

Last Question. Research suggests that companies which sponsor televised sporting events and advertise during these sporting events should use the following evaluation steps.

Would you please rate each step using the same 4-point importance scale: 1-not at all important, 2-not very important, 3-quite important, and 4-very important.

( ) PRE-ASSESSMENT - pre-assess a number of events for compatibility with corporate positioning to determine which events can be sponsored ( ) MANAGEMENT JUDGEMENT TEST - test potential sponsorships and advertisements with the management to narrow the options to most suitable for the corporate strategy ( ) CONSUMER PRE-TEST - pre-test potential sponsorships and advertisements with target markets to adjust the creative according to consumers feedback ( ) CAMPAIGN TRACKING - measure output and effect of sponsorships and advertisements

Which, if any, steps should be added to the evaluation? Please specify:.................

Thank you very much for your time!

If you would you like a copy of the results, please indicate your: name:.................. position:.................. organisation:.................. address:.................. telephone:.................. fax:..................

-- Peter Smolianov (peter_smolianov@wool.com.au), December 08, 1998