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.
Luxury brands rely on carefully planned and executed marketing activity to appeal to the emotions and cultivate an image of exclusivity, but as their customers increasingly spend time with digital media, they must wrestle with decisions about whether and how to extend their communications into a world more associated with social inclusion and rational, direct-response advertising. This presentation will highlight the key findings from an international study of luxury consumerism and digital media, conducted by London-based media research agency Essential on behalf of Microsoft Digital Advertising Solutions and KR Media.