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What makes sponsorships persuasive? Creative best practices for branded or sponsored microsites
Sylvia Barney, Leah Spalding and Alina Bekkerman, ARF Experiential Learning, Audience Measurement 7.0, 2012
This paper outlines how Microsoft Advertising sought to identify which elements of online sponsorships are linked to strong in-market performance, by using Millward Brown Digital's 'MarketNorms' database.
This paper outlines how Microsoft Advertising sought to identify which elements of online sponsorships are linked to strong in-market performance, by using Millward Brown Digital's 'MarketNorms' database. The analysis revealed that online sponsorships have a more positive branding effect compared to a typical digital campaign. Specifically, successful online sponsorships are likely to include both interactive and non-interactive elements and have the strongest impact when they are contextually relevant. The analysis also claims online sponsorships that use celebrity spokespeople or co-branding are more likely to struggle in-market. The paper also outlines the impact of online sponsorships in the automotive and CPG market, claiming automotive sponsorships tend to be twice as persuasive as the typical digital automotive campaign and CPG sponsorships are incrementally stronger than typical CPG campaigns. The paper also provides a summary of creative elements in online sponsorships that have the most impact in meeting specific branding goals, such as online ad awareness and brand favourability.
The Power of Like: How Brands Reach (and Influence) Fans through Social-Media Marketing
Andrew Lipsman, Graham Mudd, Mike Rich and Sean Bruich, Journal of Advertising Research, Vol. 52, No. 1, 2012, pp. 40-52
This research offers an in-depth analysis of how social media brand impressions reach Fans and Friends throughout Facebook, as opposed to just on brand Fan pages.
This research offers an in-depth analysis of how social media brand impressions reach Fans and Friends throughout Facebook, as opposed to just on brand Fan pages. The study profiles three major brands – Starbucks, Southwest Airlines, and Microsoft Bing – to show the impact of these impressions on Fans and Friends and help illustrate how brands today need to be thinking about their social marketing initiatives.
Product integration - the gold behind the American Music Awards
Beth Uyenco and Rachel Mueller-Lust, ESOMAR, Branded Entertainment/Sponsorship Conference, Montreal, June 2005
ABC in partnership with OMD conducted research to understand the advertising impact of a product integration during the American Music Awards (AMAs) telecast on November 14, 2004.
ABC in partnership with OMD conducted research to understand the advertising impact of a product integration during the American Music Awards (AMAs) telecast on November 14, 2004. The research compares brand and program metrics for the product integration compared to the same brand appearing in commercial exposures. Viewer’s attitudes and reactions to the integration and the program were also explored.
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