Impact Measurement In Sponsorship Marketing - Time for a Change

The author argues that many sponsorship programs are not not properly planned and measured, and sets out a new approach to sposnorship marketing with channel-specific methods to evaluate and optimise its impact within the marketing mix.

Impact Measurement In Sponsorship Marketing - Time for a Change

Philippe CollinMaiastra Innovative Marketing Services

Have you ever heard of sponsorship marketing?

Although the term may sound familiar, sponsorship marketingis not a term most marketers and...