All Posts Tagged With: "sponsorship roi"
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
Measuring Appreciation – The Gratitude Index™
Like the PassionIndex™, the GratitudeIndex™ is based on a unique emotional response scale. The GratitudeIndex™ recognises that customer response to sponsorship is often enhanced if the sponsorship is perceived to offer additional value to a customer/consumer. However, design of the scale is strongly influenced by Balance Theory. Observably, most people modify their attitudes to a [...]
10Oct2008 | SponsorMap | 0 comments | Continued
Measuring Sponsorship’s Return
As a sponsor, is it necessary to measure the impact of a commercial sponsorship investment? After all how many of us believe that sponsorship is sufficiently tangible enough to be measured at all? These are fair questions for the sponsorship industry, as the slower we pursue measuring the value of sponsorship, the quicker we may [...]
9Oct2008 | SponsorMap | 3 comments | Continued
SponsorMap™ Lights Ups Event Evaluation in Romania
In 2007 the event evaluation module SponsorMap™ Live! , was applied in Bucharest Romania to measure the effectiveness a major sponsor of dance parties. The study of attendees was undertaken with pre and post measurement of party goers at the event. The fieldwork was undertaken by Gfk Romania who were very supportive and provided a [...]
9Oct2008 | SponsorMap | 0 comments | Continued
What is SponsorMap™?
SponsorMap™ is a consumer based research tool developed to measure the complex elements of a Property/Brand/Consumer relationship. SponsorMap™ isolates the impact of sponsorship from the marketing mix and provides clear sponsorship return on investment (ROI) for both sponsors and properties alike. Importantly, SponsorMap™ focuses on measuring outcomes rather than inputs to help you better understand [...]
8Oct2008 | SponsorMap | 0 comments | Continued-
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