THE STRATEGIC DECISION OF COMMERCIAL SPONSORSHIP AMONG INDONESIA ADVERTISERS: A DELPHI STUDY

Abstract

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.

Keywords

• Delphi method
• Sponsor
• Commercial Sponsorship
• Sponsorship Property
• Advertiser
• Marketing Objective