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Information About Spokesperson Testing

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Related Articles

There are 2 articles in our archive related to this topic.

Beyond awareness and recall: rethinking sponsorship measurement
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?
Bruzzone Research Co. used mailed questionnaires to determine the success of Super Bowl advertising and what really works.

Recent Articles

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Beyond awareness and recall: rethinking sponsorship measurement
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.

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