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La Ode Muhammad Restu Prada
Faculty of Economics and Business, Universitas Indonesia, Jakarta
Economics, Econometrics & Finance

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THE STRATEGIC DECISION OF COMMERCIAL SPONSORSHIP AMONG INDONESIA ADVERTISERS: A DELPHI STUDY La Ode Muhammad Restu Prada; Rizal Edi Halim
Jurnal Ekonomi dan Bisnis Vol 20, No 1 (2019): JURNAL EKONOMI DAN BISNIS
Publisher : Department of Management, Faculty of Economics, Universitas Islam Sutan Agung, Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30659/ekobis.20.1.13-25

Abstract

The study attempts to discern how Indonesia advertiser look at the strategic decision ofcommercial sponsorship within today Indonesia market, which was done by using Delphimethod. The relative importance of commercial sponsorship is examined within the context ofoverall today marketing and overall advertising approach, budget allocation, and the expertsconfident regarding the future growth of Indonesia commercial sponsorship. The discussiongoes more specific to understand what marketing objective that will be better achieved throughcommercial sponsorship approach. The result shows that within the context of marketingobjective, commercial sponsorship still regarded as a high important approach. However, dueto its cost inefficiency nature, Indonesia advertisers reach to the consensus that commercialsponsorship approach should be focused on to deliver marketing objective that aim to deliverproduct experience to the consumers.Keywords: Delphi method, Sponsor, Commercial Sponsorship, Sponsorship Property,Advertiser, Marketing Objective
Co-Authors Rizal Edy Halim