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