Sponsorship's influence
Richard Shotton and Matt HalesZenithOptimedia and Sponsorship Intelligence
Admap: Boost the impact of sponsorship
This article is from the November 2014 issue of Admap, which focuses on 'boosting the impact of sponsorship' marketing strategies.
Sponsors need to understand how a sponsorship's influence can vary by the property the category and the target demographic. The Touchpoints RoI Tracker helps to measure these variations.
One of the key tasks for any brand manager considering investing in sponsorship is to understand whether the budget would be better invested in sponsorship rather than the multitude of other...