Executive Summary This marketing plan assesses the viability of introducing Q-BRASSTM. This is a new service that will primarily help large companies (�sponsors�) measure changes in consumer cognitive awareness, comprehension and, ultimately, buying behaviour, as a result of their sponsorship of particular sports and arts events. Q-BRASSTM will also help sports clubs and arts organisations (�rights holders�) demonstrate the effectiveness of sponsorship and will help them attract and keep lucrative sponsorship deals. The service involves interviewing people who are either spectators, or have watched an event on television, or have taken part in an event. The whole sponsorship industry in Australia is worth at least $1.3bn a year. By contrast, the sponsorship evaluation industry is much smaller (around $3m a year) and with only three players. Moreover, sponsorship measurement is largely quantitative: it provides sponsors and rights holders with information about the amount of media exposure their sponsorship has had but it does not tell either party how effective their investmen......

Word Count: 5498
Page Count: 21.9 (250 words a page / double spaced)

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