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Marketing Research Articles Related to Sponsorship Research

Marketing Research Articles Related to Sponsorship Research

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Beyond awareness and recall: rethinking sponsorship measurement

Published
August 2011
Author
Nicholas Cameron
Abstract
Sponsorship works differently from advertising and researchers need to rethink the basic premise of what they should be measuring. Insight specialists need to stop trying to rely solely on sponsorship awareness to explain brand shift. Instead they need to include additional sponsorship-based metrics such as passion, appreciation and liking.

Super Bowl advertising: What really works?

Published
March 1996
Authors
Don Bruzzone and Paul Shellenberg
Abstract
Bruzzone Research Co. used mailed questionnaires to determine the success of Super Bowl advertising and what really works.

 

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