Evaluating Social Marketing Sponsorships: an analysis of Coca-Cola Canada and ParticipACTION
Numerous not-for-profit organizations are developing and implementing social marketing programs that aim to address important social issues. Sponsorship has become an important tool to obtain necessary funds to run these programs. However, in today’s competitive environment, organizations have to co...
Main Author: | |
---|---|
Other Authors: | |
Language: | en |
Published: |
Université d'Ottawa / University of Ottawa
2015
|
Subjects: | |
Online Access: | http://hdl.handle.net/10393/33466 http://dx.doi.org/10.20381/ruor-3968 |
id |
ndltd-uottawa.ca-oai-ruor.uottawa.ca-10393-33466 |
---|---|
record_format |
oai_dc |
spelling |
ndltd-uottawa.ca-oai-ruor.uottawa.ca-10393-334662018-01-05T19:02:33Z Evaluating Social Marketing Sponsorships: an analysis of Coca-Cola Canada and ParticipACTION Bagramian, Ruben Madill, Judith Social Marketing Sponsorship Evaluation Numerous not-for-profit organizations are developing and implementing social marketing programs that aim to address important social issues. Sponsorship has become an important tool to obtain necessary funds to run these programs. However, in today’s competitive environment, organizations have to compete for very limited sponsorship opportunities. To maintain and improve sponsorship relationships, organizations need to be able to evaluate sponsorships using efficient, proven methods. Thus, evaluation of social marketing sponsorship becomes an important component for both scholars and practitioners. However, this area still remains largely under-researched, especially in an empirical setting. This thesis fills this gap by evaluating Coca-Cola Canada sponsorship of the ParticipACTION Teen Challenge program. The results indicate that partners in sponsorship have successfully achieved their shared social marketing objectives by collaborating positively in delivering the program and by creating opportunities for participants to benefit from the program. The research highlights main factors that impact effective sponsorship implementation and evaluation. 2015-12-17T17:51:35Z 2015-12-17T17:51:35Z 2016 2016 Thesis http://hdl.handle.net/10393/33466 http://dx.doi.org/10.20381/ruor-3968 en Université d'Ottawa / University of Ottawa |
collection |
NDLTD |
language |
en |
sources |
NDLTD |
topic |
Social Marketing Sponsorship Evaluation |
spellingShingle |
Social Marketing Sponsorship Evaluation Bagramian, Ruben Evaluating Social Marketing Sponsorships: an analysis of Coca-Cola Canada and ParticipACTION |
description |
Numerous not-for-profit organizations are developing and implementing social marketing programs that aim to address important social issues. Sponsorship has become an important tool to obtain necessary funds to run these programs. However, in today’s competitive environment, organizations have to compete for very limited sponsorship opportunities. To maintain and improve sponsorship relationships, organizations need to be able to evaluate sponsorships using efficient, proven methods. Thus, evaluation of social marketing sponsorship becomes an important component for both scholars and practitioners. However, this area still remains largely under-researched, especially in an empirical setting. This thesis fills this gap by evaluating Coca-Cola Canada sponsorship of the ParticipACTION Teen Challenge program. The results indicate that partners in sponsorship have successfully achieved their shared social marketing objectives by collaborating positively in delivering the program and by creating opportunities for participants to benefit from the program. The research highlights main factors that impact effective sponsorship implementation and evaluation. |
author2 |
Madill, Judith |
author_facet |
Madill, Judith Bagramian, Ruben |
author |
Bagramian, Ruben |
author_sort |
Bagramian, Ruben |
title |
Evaluating Social Marketing Sponsorships: an analysis of Coca-Cola Canada and ParticipACTION |
title_short |
Evaluating Social Marketing Sponsorships: an analysis of Coca-Cola Canada and ParticipACTION |
title_full |
Evaluating Social Marketing Sponsorships: an analysis of Coca-Cola Canada and ParticipACTION |
title_fullStr |
Evaluating Social Marketing Sponsorships: an analysis of Coca-Cola Canada and ParticipACTION |
title_full_unstemmed |
Evaluating Social Marketing Sponsorships: an analysis of Coca-Cola Canada and ParticipACTION |
title_sort |
evaluating social marketing sponsorships: an analysis of coca-cola canada and participaction |
publisher |
Université d'Ottawa / University of Ottawa |
publishDate |
2015 |
url |
http://hdl.handle.net/10393/33466 http://dx.doi.org/10.20381/ruor-3968 |
work_keys_str_mv |
AT bagramianruben evaluatingsocialmarketingsponsorshipsananalysisofcocacolacanadaandparticipaction |
_version_ |
1718598459288715264 |