文章基本信息

标题：THE STRATEGIC DECISION OF COMMERCIAL SPONSORSHIP AMONG INDONESIA ADVERTISERS: A DELPHI STUDY
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作者：La Ode Muhammad Restu Prada ; Rizal Edi Halim
期刊名称：Jurnal Ekonomi dan Bisnis
印刷版ISSN：1411-2280
出版年度：2019
卷号：20
期号：1
页码：13-25
DOI：10.30659/ekobis.20.1.13-25
出版社：Universitas Islam Sultan Agung Semarang
摘要：The study attempts to discern how Indonesia advertiser look at the strategic decision of commercial sponsorship within today Indonesia market, which was done by using Delphi method. The relative importance of commercial sponsorship is examined within the context of overall today marketing and overall advertising approach, budget allocation, and the experts confident regarding the future growth of Indonesia commercial sponsorship. The discussion goes more specific to understand what marketing objective that will be better achieved through commercial sponsorship approach. The result shows that within the context of marketing objective, commercial sponsorship still regarded as a high important approach. However, due to its cost inefficiency nature, Indonesia advertisers reach to the consensus that commercial sponsorship approach should be focused on to deliver marketing objective that aim to deliver product experience to the consumers.
关键词：Delphi method; Sponsor; Commercial Sponsorship; Sponsorship Property; Advertiser; Marketing Objective