Goal: The major goal is to evaluate the sponsorship activity with all its aspects from its content to the type of activity and to find the sponsorship activity best suited to the target audience. Sponsorship activities can be used for each of the following stages: Forming new sponsorship activities Measuring the effectiveness of existing sponsorship activities How it happens: Before the onset of the sponsorship activities, the opinions and suggestions of target audience regarding the activities is gathered through qualitative research techniques. Every one of those suggestions is transferred to the quantitative research system, questioning whether they will match the corporate identity and brand personality. All the sponsorship suggestions obtained though quantitative techniques are tested conceptually and the most efficient one among them is selected. Before starting the sponsorship activities, through a quantitative analysis on the brand perception and image, it is suggested to come up with a definition of the brand position, image and personality. During or at the end of the sponsorship activity, this brand perception and image study is repeated. By comparing this second analysis with the first one, it is possible to measure the potential influence of the sponsorship activity. In evaluating existing sponsorship activities, the group on which the sponsorship activity has been influential is quantitatively compared with the group that it has not been influential on, and the evaluation of both groups’ brand perception and image are compared. Using the Sponsorship Effectiveness Research: You can choose the sponsorship activity best suited to your corporate image, brand image and target audience expectations and habits You can forecast how successful sponsorship activities will be, how they will change your brand perception and image You can evaluate existing sponsorship activities; you can identify flaws, if any You can measure the influence of existing sponsorship activities on the brand’s perception. Research Solutions