SPONSORSHIP AS A PROMOTION TOOL: REMEMBERABILITY OF THE SPORT SPONSORSHIP AND IT'S EFFECT TO PURCHASING BEHAVIOUR

Promotion is an marketing effort that make the firms' name and products keep in their consumers' mind, to direct their consumers for purchasing and to create an positive image and outlook in public. The components of the promotion are advertisement, public relations, personal sales activities and promotion. In addition this components, recently the sponsorship also appears as a promotion tool among these components and gains a increasingly rising momentum and specifically gets a phenemon in sport marketing. In sports sponsorship, spornsorship makes for sportsmen, teams, an organization, and uniform in various types. In this study, it has been used a face-off survey to the 500 consumers and it has been an effort to find out rememberability through the sponsors of the major 3 football clubs' jerseys in our country and the effects of the sponsorship over purchasing attitudes. The data obtained for this purpose were evaluated and frequency, analysis of variance and t-tests. In a results of this study, when sponsorship supported by advertising is more catchy, consumers concluded that sponsors the their team to be in favor of a company more rememberable that is sponsoring the competitors and buying behavior of the less cost sponsor products are more preffered than high cost sponsor products.