With sponsorships and branded entertainment on television taking many different forms (Placements, Content Integration, Story line Integration, Sponsorships, Content Associations, etc.), the challenge lies in making comparisons and evaluations of these formats so as to be able to assess efficiency, ROI, selections, effectiveness.
Penta-Gration! A new integrated study to measure sponsorships
Atul PhadnisTAM Media Research, India
INTRODUCTION
We are in a world today where brands constantly interact with media content. This interaction is most of the time planned and pleasant. Sponsorships...
