Measuring the Effectiveness of True Sponsorship

Bill Harvey, Stu Gray, and Gerald Despain

Twenty-eight studies were conducted for leading advertisers to measure the persuasion of sponsorship without advertising on the internet.

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...

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