Our analysis looks at costs, benefits, and ways to measure payoffs. Half the firms surveyed take no measurements, but the more astute ones are beginning to measure effectiveness in a number of ways, ranging from simple counts of spectators and participants to more sophisticated measures of attitude change and media spending equivalencies. Continued development of measurements is important, since sponsorships can be expensive, and there is no other way to evaluate the effectiveness of a sponsorship activity in achieving its promotional objectives.
Sponsoring impact and how to read it
Catalogue: Seminar 1985: Below-The-Line And Sponsoring
Authors: Ivor Shalofsky, NicolÃ² di San Germano
November 6, 1985
An experimental enquiry into sponsoring
Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions
Authors: Flemming Hansen, Lene Scotwin
Company: KANTAR TNS Malaysia
March 15, 1995
Research World (January-February 2014)
Catalogue: Research World 2014
Author: ESOMAR B.V.
February 15, 2014
- This could also be of interest