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Courtesy of Front Office Sports
Our infographic of the week comes from T. Bettina Cornwell, Edwin E. & June Woldt Cone Professor of Marketing in the Lundquist College of Business at the University of Oregon. Bettina looks at indirect marketing, such as sponsorship, celebrity endorsement and brand placement in addition to how memory influences consumer behavior. She is author of “Sponsorship in Marketing: Effective Communication through Sports Arts and Events”, a book that makes a decade of research on sponsorship more accessible.
“I am interested in a range of topics and for me, they all fall under the same umbrella. I enjoy understanding difficult communication contexts and even more, how people are thinking about things due to these minimal but repeated communications. In sponsorship, how do people gain information about a sponsor during a sporting event with everything else going on? In a similar fashion, young children learn a great deal in cluttered contexts and very young children pick up on brand messages about food whether it’s coming from commercials, products or restaurants. That’s the policy side.”
Read more about her interview with Front Office Sports here at