Journal of Sponsorship

Table of Contents

Issue 3 - April 2008

Editorial

• What’s in a name?  Helen Day, Vice-Chairman & Director, ESA & Consultant, Helen Day Consulting

Papers

• Advocacy marketing: Toyota’s secrets for partnering with trendsetters to create passionate brand advocates Jennifer Savary, Senior Strategist, Toyota Motor Sales, U.S.A
• How and when is a sponsor’s image beneficial to the sponsoree? Andre Richelieu, Professor of Marketing, Laval University & Sibylle Lopez
• The landscape of Canadian sponsorship Dr Norm O’Reilly, Director and Associate Professor, Dr Ann Pegoraro, Associate Director, Institute for Sport Marketing, Laurentian University, and Dr Benoit Seguin, Associate Professor, University of Ottawa
• Using message content to communicate a brand association: Olympic television advertising Dr John Fortunato, Associate Professor, Fordham University
• Challenging conventional approaches to engaging consumers Kelvin Watt, Founder, Kaelo Media Worldwide
• Building the business case for internal sponsorship activation Matt Rogan, Commercial Director, Lane4 Management Group
• The effectiveness of art venues sponsorship: An attribution perspective François A. Carrillat, Assistant Professor of Marketing, Alain d’Astous, Professor of Marketing and François Colbert, Professor of Marketing, HEC Montréal
• Sponsorship-related hospitality: Planning for measurable success Pippa Collett, Managing Director, Sponsorship Consulting