Measuring the Effectiveness of True Sponsorship
Bill HarveyTRA, Inc.Stu GrayIndependent ConsultantGerald DespainNext Century Media, Inc.INTRODUCTION
Sponsorship is again on the rise, and marketers have called for new efforts by researchers to measure the business value of this form of marketing communications. The methodologies appropriate to making sponsorship accountable are similar to those used for other forms of advertising, and the effects of sponsorship fit within the continuum of effects known as the ARF Model. What causes Persuasion in the sponsorship context appears, however, to be logically different from...