All Posts Tagged With: "sponsorship research"

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Beyond awareness and recall: rethinking sponsorship measurement

Sponsorship works differently from advertising and researchers need to rethink the basic premise of what they should be measuring. Insight specialists need to stop trying to rely solely on sponsorship awareness to explain brand shift. Instead they need to include additional sponsorship-based metrics such as passion, appreciation and liking. Sponsorship accounted for $17.2 billion of […]

6Oct2011 | | 0 comments | Continued
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FMCG Brand Engagement – Sponsorship ROI

One of the key questions for sponsorship in general is how do you know the brand impact? What does it look like? In this case we will look at the case of a FMCG sponsor that wanted to gauge the extent of the impact of the sponsorship on core brand marketing metrics. Some of the […]

3Jun2011 | | 1 comment | Continued
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Case Study on Measuring Sponsorship ROI in the Automotive Category

Measuring Sponsorship ROI in the Automotive Industry View more presentations from Nicholas Cameron

5Mar2011 | | 0 comments | Continued
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Measuring Sponsorship ROI in the Automotive Industry – Webinar

The automotive industry are significant investors in sponsorship in most countries and certainly at global events. This webinar has a specific focus on understanding the needs of the automotive business in relation to measurement of sponsorship ROI. The webinar will provide a case study on measurement approaches. – Setting measurable objectives – Case study for […]

17Dec2010 | | 0 comments | Continued
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Sponsors Need to Step Forward and Take Ownership of the Sponsorship ROI Issue

The issue of measuring sponsorship return on investment has plagued the sponsorship industry for more than two decades. There has been a perception that sponsorship is difficult to measure and that the methodology has been the issue. Often, it has been claimed that research providers are not delivering the type of metrics needed to justify […]

4Oct2010 | | 0 comments | Continued
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Case Studies for Measuring Sponsorship ROI

SponsorMap provides a methodology to measure sponsorship effectiveness for both sponsors and properties. The attached document provides an overview of SponsorMap and its application for three case studies. Importantly, SponsorMap is applied for to provide meaningful measurements of deliverables from a sponsorship. Some Sponsorship ROI Case Studies View more presentations from SponsorMap.

30Mar2010 | | 1 comment | Continued
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The Tiger Woods Scandal – Lessons in Sponsorship ROI

In the world of professional golf, the major player of the decade has been Tiger Woods. He has captured the passions of millions of people with his golfing success and contribution to the community over the years. He has enabled many brands to communicate more effectively by being a powerful brand spokesperson and contributed to […]

24Jan2010 | | 2 comments | Continued
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The Sponsorship ROI Debate

Sponsorship measurement is in a state of rapid change at the moment. Sponsorship ROI is top-of-mind for a lot marketers, with sports marketing and sponsorship under a lot a pressure to demonstrate effectiveness. In September, at the Sports Business Journal Relay Worldwide Sports Sponsorship Symposium in the United States and the Marketing Week Sponsorship Summit […]

1Oct2009 | | 0 comments | Continued
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Introduction to Sponsorship Research

A few months ago we posted a presentation on sponsorship research at The presentation has had quite a few downloads and it is designed to provide an overview of sponsorship research methods and key considerations for those looking at the research approaches and considerations. Perhaps the most important thing to remember here is that […]

16Aug2009 | | 0 comments | Continued
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Sponsorship Research and ROI Webinars August

August sponsorship ROI webinars are in preparation as we are taking a break in July. These are the dates for August’s Sponsorship ROI webinars. As always, the webinar is free and is for those properties, sponsors and agencies seeking to learn more about sponsorship measurement. A presentation is conducted via the internet with a conference […]

20Jul2009 | | 1 comment | Continued
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