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• W2178049446 abstract "Abstract The purpose of this study was to assess the market-ing communication activations of a professional tennistournament. Results indicate that respondents weresatisfied with the marketing communications activa-tions chosen by managers and marketers of the event.For example, most spectators (77%) learned of theevent from television, which was their preferred mediafor becoming aware of the tournament. In addition,most spectators (94.6%) believed that it was good forcompanies, and specifically those based in Houston orTexas, to sponsor the tournament. The spectators alsoindicated that such support for the tournament wasimportant in shaping their attitudes toward the spon-soring organization (61.7%) and their purchase deci-sions of sponsors' goods and services (54.9%). Thepost-tournament questionnaire also revealed thatsponsorship recognition was high, as the least recog-nized sponsor was correctly identified by 65.4% of therespondents. Most spectators (78.4%) indicated thatthey intended to attend the tournament in 2004." @default.
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• W2178049446 date "2006-01-01" @default.
• W2178049446 modified "2023-09-23" @default.
• W2178049446 title "Measuring the Marketing Communication Activations of a Professional Tennis Tournament" @default.
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