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Comment: Leveraging sport events over time: A comparison of sponsorship and sport event advertising

机译：评论：随着时间的推移利用体育赛事：赞助和体育赛事广告的比较

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In this issue, Gijsenberg (2014) examines the worthy topic of whether advertising around major sport events is effective. Based on an impressive database and a solid methodology, it shows that both short-term and long-term advertising elasticities decrease before, during and to a lesser extent, after the event. His research, however, does not investigate sponsorship, which we found to influence positively brand attitude (Mazodier & Quester, 2014). Therefore, some may conclude that sponsorship, as a marketing communication approach, appears more effective than traditional advertising around major sport events. Indeed, managers and academics are increasingly looking at ways to compare the impact of communication strategies related to one event (Olson & Thjomoe, 2009). Unfortunately, Gijsenber's research and ours differ substantially and cannot be used to draw direct conclusions about the most effective event communication strategy.
机译：在本期杂志中，Gijsenberg（2014）研究了有关重大体育赛事广告是否有效的有价值的话题。基于令人印象深刻的数据库和扎实的方法论，它表明，在事件发生之前，之中和之后，短期和长期广告弹性都会下降。然而，他的研究并未调查赞助，我们发现赞助对品牌态度有正面影响（Mazodier＆Quester，2014）。因此，有些人可能会得出结论，赞助作为一种营销传播手段，似乎比围绕重大体育赛事的传统广告更为有效。的确，管理人员和学者越来越多地寻求比较一种事件相关的交流策略影响的方法（Olson＆Thjomoe，2009）。不幸的是，Gijsenber的研究与我们的研究存在很大差异，不能用来就最有效的事件交流策略得出直接的结论。

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