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_aFact Finder
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_aABSTRACT : 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.
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_aSpecial events; Corporate sponsorship; Return on investment; Advertisers; Market research
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_aClancy, Kevin J; Krieg, Peter C
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_aMarketing Management. 15 (3) : May- June 2006. pp. 28-33
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