How much should I pay for an event or sponsorship? Is there a reliable and comprehensive decision support system that can help companies in decision making process with regard to events sponsorship buying? Events sponsorship valuator makes research and market data, coming from several sources, actionable to the company in order to provide this answer, considering both the media equivalent value in terms of visibility and added value in terms of consumer engagement and therefore brand values.
The present case study illustrates an interesting example of cross-media synergy measurement applied to a corporate communication campaign by Telecom Italia, where advertising content and conversation with people merge in an original way. The advertising campaign was made in the form of an invitation for people to participate in a conversation on different themes (environment, peace, international politics, society, etc.) on an ad hoc website.We have experimented with multi media planning using TV as a supprting media and then a system of "mirror frames" between Print and Internet that gave visibility to the comments posted by website.In view of the original synergy between communication and conversation, measurement was a critical piece of the project.