The expanding role of sponsorship in the communications mix has generated increased attention to, debate about, and demand for effective measures. Yet there is no universally accepted approach to measuring sponsorship effectiveness. At the core of the sponsorship effectiveness debate is the role information processing plays in influencing consumers. Some commentators emphasize cognitive/emotional responses as fostering behavior while others view sponsorship as primarily serving to reinforce existing brand-related behaviors. As such, evaluation of sponsorship effectiveness, whether in sport or general sponsorship remains a vexing issue for marketers, sponsors and academics alike. Using New Zealand rugby fan reactions to sponsorship, this research contrasts two cognitive measures (free and prompted sponsor awareness) with two behavioral measures (past and future intended sponsor brand purchase). Future purchase intentions had the highest correlations with recent past purchase. In response to a single-item, direct question on the probability of sponsor purchase because of their home team sponsorship, the correlations remained high. This suggests that sponsorship reinforces existing purchase behavior, making, by inference, sponsorship more suitable for larger, well-known brands. Claiming that sponsorship can affect consumers in ways beyond reinforcement of existing behavior remains unproven.

Web-based surveys present market researchers with a number of advantages in terms of speed and cost compared with other modes of research. Ho wever, online questionnaires often suffer from low response rates and technical issues. This prompted Dillman, Totora and Bowker (1998) to put forward a series of respondent- friendly design principles aimed at improving web questionnaire response rates and data quality. While these principles appear useful, empirical evidence validating them is sparse. This paper reports the results of a research project that tested a subset of Dillman et al 's (1998) principles relating to: the structure of the first question; the use of graphical symbols conveying point of completion; and the use of doub le banking for multiple response questions. The results do not lend strong support to the principles tested, and further research is therefore required to clarify whether their adoption can significantly improve response to online questionnaires.

Web-based surveys present market researchers with a number of advantages in terms of speed and cost compared with other modes of research. Ho wever, online questionnaires often suffer from low response rates and technical issues. This prompted Dillman, Totora and Bowker (1998) to put forward a series of respondent- friendly design principles aimed at improving web questionnaire response rates and data quality. While these principles appear useful, empirical evidence validating them is sparse. This paper reports the results of a research project that tested a subset of Dillman et al ’s (1998) principles relating to: the structure of the first question; the use of graphical symbols conveying point of completion; and the use of doub le banking for multiple response questions. The results do not lend strong support to the principles tested, and further research is therefore required to clarify whether their adoption can significantly improve response to online questionnaires.

Factors that influence sports fans' game attendance have been researched extensively in USA, Europe and Australia but rather less so in New Zealand. Fans provide the financial success for professional sports organisations, not only in terms of direct revenue from gate-takings, but also indirect revenue from sponsorship, television rights and merchandise. Influence upon rugby union fan attendance over four games at two New Zealand venues (Wellington and Palmerston North) are investigated with the objective of providing insight, for sport managers, about the factors they can and cannot control. One hundred and fifty fans were surveyed using Pol and Pak's (1993) two-stage research design that involves initial contact at the venue followed up by interviewing several days later. Fans were assigned to one of three fan groups using a simple behavioural segmentation (based on repeat attendance and "involvement" in the sporting code) that almost any sport organisation can undertake. Results were analysed using standard univariate research techniques for empirical research and show the most important influence on rugby fan attendance was the live sport action itself - the game! Yet, ancillary issues involving the stadia, general atmosphere, other fans' behaviour, community involvement with the home team, pricing and promotion affect different groups of fans differently, giving rise to targeted marketing tactics to encourage fan attendance at home games.

Abstract This paper presents the results of a choice experiment that encompassed the labelling options outlined in the Australian and New Zealand government's recently finalized mandatory labelling system for genetically modified foods (GMF's) and foods that contain genetically modified ingredients. The labelling scheme is to be implemented across both countries from December 2001 onwards. Results suggest difficulties ahead for manufacturers and growers of GM labelled product if there is an ample supply of GM-free labelled alternatives. It is also likely that manufacturers and growers of GM-free product will realize greater levels of demand over non-labelled and GM product even when these alternatives are substantially cheaper.

Australian and New Zealand governments are in the process of regulating a mandatory labelling system for foods that are (or contain) genetically modified organisms (GM). A vocal perspective has placed pressure on authorities to provide for the concerns about GM food and in response the Australia New Zealand Food Authority (ANZFA) was due to report to the Australian and New Zealand Health Ministers on the proposed labelling system on July 28. This paper presents the results of a choice experiment that encompassed the labelling options outlined in the ANZFA draft protocol. A sample of 417 New Zealand food shoppers participated, via a random mall intercept, in a choice experiment involving two food products, packaged bread, and fresh tomatoes at three price levels. Results suggest difficulties ahead for manufacturers and growers of GM labelled product if there is an ample supply of GM-free labelled alternatives and that it is likely that manufacturers and growers of GM-free product will realise greater levels of demand over non-labelled and GM product even when these alternatives are priced up to 32% lower.

This paper examines the claim of the New Zealand Land Transport Safety Authority, that the reduction in the road toll in New Zealand from October 1995 to mid-1996 was predominantly due to a television advertising campaign conducted over that time. The method of analysis was similar to that used to evaluate a similar, successful campaign conducted earlier in Victoria, Australia, on which the New Zealand campaign was modelled. Data on campaign advertising exposure, and other variables thought to be associated with drink-driving behaviour, were subjected to regression analysis to measure the relationship between the incidence of the campaign advertisements and positive evidential breath tests. At best, only a tenuous relationship was found. This result may be because there is no strong relationship. Or, it may be because of the inherent difficulty of extracting useful information from non-experimental data of this type. Or, it may be due to the weak linking of the campaign to enforcement activities; the Victorian study found that it was important for the success of an advertising campaign, that it be linked to enforcement

ABSTRACT The phenomenal,growth of the Internet and World Wide Web means this medium offers great potential as a survey research medium. This study examines,the use of E-mail and the Internet as methods for delivering questionnaires, and test methods,of overcoming,the limitations associated with e-mail methodology. These included various components of mail, e-mail, and hyperlink to the Internet. The study examines the effect of these options on survey response rate, speed of response, and data quality. 2449

Factors that influence sports fans' game attendance have been researched extensively in USA and Europe but rather less so in New Zealand. Fans provide the financial success for professional sports organisations, not only in terms of direct revenue from gate-takings, but also indirect revenue from sponsorship, television rights and merchandise. This paper investigates factors that influence rugby union fan attendance at two New Zealand venues (Wellington and Palmerston North). One hundred and fifty fans were surveyed using Pol and Pak's (1993) two-stage research design, while the attributes of influence on game attendance owe much to the work of Tomlinson, Buttle and Moore (1995), and Sutton, McDonald, Milne and Cimperman (1997). The most important influence on rugby fan attendance was the live sport action itself - the game! Yet, ancillary factors involving the stadia, other fans' behaviour, team performance, pricing and promotion affect different groups of fans differently. Some of these factors can be influenced by sport organisations to encourage fan attendance at home games.