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The author comments on the latest thinking on sponsorship evaluation research in the USA. Sponsorship in this context is mainly sponsored Internet and TV/Radio programmes. He describes the development of the Sponsorship Effectiveness Index (SEI), and interim results of an Internet study conducted by American Demographics Magazine. He concludes that though sponsorship activity accords with the ARF model of advertising communication, ‘persuasion’ works differently from product-sell advertising, and may in the long-run become the alternative to ‘bribevertising’ (having to incentivise customers to view advertising).
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