Fact Finder 6
By: 4 0 16 [, ] | [, ] |
Contributor(s): Marketing Management. 15 (3) : May- June 2006. pp. 28-33 5 6 [] |
Language: Unknown language code Summary language: Unknown language code Original language: Unknown language code Series: ; 46Edition: Description: Content type: text Media type: unmediated Carrier type: volumeISBN: ISSN: 2Other title: 6 []Uniform titles: | | Subject(s): -- 2 -- 0 -- -- | -- 2 -- 0 -- 6 -- | 2 0 -- | -- -- 20 -- | | -- -- Special events; Corporate sponsorship; Return on investment; Advertisers; Market research -- -- -- | -- -- -- 20 -- --Genre/Form: -- 2 -- Additional physical formats: DDC classification: | LOC classification: | | 2Other classification:| Item type | Current location | Home library | Collection | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|---|
| Book | PLM | PLM Periodicals Section | Periodicals | HF5415.13.M3522 (Browse shelf) | Available | PER 999G |
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| HF5415.13.M3522 Formula for Success | HF5415.13.M3522 Three Dimensional | HF5415.13.M3522 Coffee, Tea, or Coffee? | HF5415.13.M3522 Fact Finder | HF5415.13.M3522 Vertigo Averted | HF5415.13.M3522 Promised Land | HF5415.13.M3522 In Their Shoes |
ABSTRACT : Many marketers have lost confidence in traditional media, particularly advertising. Although they employ different methodologies, many studies have come to the same conclusion: the vast majority of traditional advertising programs yield disappointing results. Sponsorships and events are among the biggest beneficiaries of the media exodus. There are several research approaches that go miles beyond one-dimensional circulation type data, which can be applied before, during and after a sponsorship or event. If marketers use the tools and insights garnered from a growing historical record of sponsorships and events, to not only report performance but also improve it, then they have far greater success achieving the ROI they have been hoping for from nontraditional media. 56
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