Partnership Projects of Media: Managerial Decisions Making and Performance Evaluation

<p>This paper is dedicated to a disclosure of the main point of effective partnership projects of media. On the basis of the study of partnership and sponsorship practices of media, the system of performance evaluation of partnership projects is developed. This system is approbated in the case of partnership project &ldquo;Museum Pass&rdquo; of magazine &ldquo;Afisha&rdquo;.</p><p>In order to achieve the object of this study the following measures are taken: main approaches of relationship marketing, which is the conceptual framework for construction of partnership projects, are discussed. On the basis of various typologies of brand image, concepts of brand relations under a partnership and systems of the measurement of sponsorship effectiveness, the model, which discloses a partnership through four-way relationship, is developed.</p><p>During the conducted study a monitoring of social networks is conducted and target audience is depth interviewing to determine the levels of involvement in the brand &ldquo;Afisha&rdquo; and in the partnership project. This research shows also levels of between-partner congruity and their effects on target audience evaluation of partnership products. This study also displays features of the impact of Media partnership on the image of partners.</p><p>Furthermore, on the basis of the study of partnership practices of media, following types of media partnerships is identified: informational, event-partnership and partnership for establishing a new product or service.</p><p>Theoretical and methodological bases of this paper are the current conception of relationship marketing (Jagadish N. Sheth), Keller&rsquo;s and Aaker&rsquo;s classical theory of brand image, the new modified Korchia&rsquo;s typology of brand image, und Walchli&rsquo;s conception of congruity.</p><p>An empirical base of the study consists of following materials: 1) information about different types of media partnership, 2) depth interviews with target audience, 3) information about partnership project &ldquo;Museum Pass&rdquo;, which published by target audience in social networks and blogs. &nbsp;</p>