What makes sponsorships persuasive? Creative best practices for branded or sponsored microsites
Sylvia Barney,Leah Spalding and Alina BekkermanMicrosoft and Dynamic Logic
Background
Sponsorships are an important marketing activity, associated with $17.2 billion in expenditures in 2011 in North America (IEG Sponsorship Report). Sponsorships can take many forms including branded online content, endorsed events, and celebrity spokespeople. Despite the variety of form, little is known about what factors lead consumers to find sponsorships persuasive within an online environment.
Microsoft Advertising commissioned Dynamic Logic, Millward Brown Digital, to analyze normative data and identify how incorporating sponsorships...