What have we learnt from tracking sponsorships?

Date of publication: March 1, 1996

Abstract:

Sponsorship is a relatively under-researched area in most developing countries. To learn more about it, a continuous tracking system was set up. In this paper the authors share their experiences with tracking data, the evaluating effect of specific activities over an entire sponsorship campaign; the long term impact of mega events; studies carried out in decay and factors affecting decay as well as other aspects pertaining to the effect of sponsorship on brand salience.

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