The Study Of Fit In Television Sponsorship

Television sponsorship is very popular in nowadays, as the amazing effects of"supper girl"sponsorship, more and more companies chose TV sponsorship as a way of their integrated marketing. But not all of the TV sponsorship get the same effects, the experts before said that the fit between the sponsors and the TV programme is an important factor to the sponsor's effects.The objective of this study was to evaluate the effects of fit between the sponsors and the progranmme in television sponsorship. The fit acted as the independent variable. Three dependent variable, attitude toward the sponsor, attitude toward the brand and purchase intention, were used to measure the effects of the sponsorship. Scales were chase in this study to measure the fit and effective of television sponsorship. Though correlation analyze, analyze the correlated coefficient between the independent variable and dependent variables.106 effective questionnaires were collected randomly in HUST, results indicted that: (1) the fit of TV sponsorship is in positive connected to the audience's attitude to the sponsor, the audience have a much positive attitude to the sponsor as the fit get stronger; (2) the fit of TV sponsorship is in positive connected to the brand attitude, the audience have a much positive brand attitude as the fit get stronger; (3) the fit of TV sponsorship is in positive connected to the purchase intention, the audience have a stronger purchase intention as the fit get stronger. These finding are discussed and implication to the sponsors who want to chose TV programmes as their object.