Measuring Sponsorship
Evaluating Sponsorship Performance – Some Recent Findings from SponsorMap
The question often asked about sports marketing and sponsorship itself is how effective is it? It is a fairly straightforward question and it really is a something that is a key issue any CEO, Marketing Director, Finance Director would be expected to question. Answering this question does generally require market research as a key component [...]
29May2009 | SponsorMap | 0 comments | Continued
Sponsorship Research
The presentation below provides an introduction to sponsorship research and ROI measurement issues. Sponsorship Research & ROI View more presentations from SponsorMap.
8Apr2009 | SponsorMap | 0 comments | Continued
The Problems with Equivalent Media Measurement
Sponsorship is often challenged on what is perceived as a lack of transparency in measuring its effectiveness. Despite the fact we know that sponsorship gets results, when it comes to measuring the results, the results suddenly fade away. Sponsorship struggles to clearly link itself to brand equity changes or articulate its contribution in a brand-centric, [...]
11Oct2008 | SponsorMap | 1 comment | Continued
SponsorMap™ vs. Traditional Methods
The fundamental differences between SponsorMap™ and traditional adhoc consumer research practises are bes
7Oct2008 | SponsorMap | 0 comments | Continued
Measuring Sponsorship
To truly understand how your sponsorship works, you need a powerful tool to map the linkages and outcomes. Sponsorship’s positive impact is maximized when: (a) The sponsorship achieves high recall; (b) The target audience is highly involved with the property; (c) There is a strong measure of gratitude or appreciation to the sponsors for the [...]
7Oct2008 | SponsorMap | 0 comments | Continued-
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