| Author: | Harvey, B. Gray, S. Despain, G. |
| Title: | Measuring the effectiveness of true sponsorship |
| Journal: | Journal of Advertising Research
2006 : DEC, VOL. 46:4, p. 398-409 |
| Index terms: | advertising internet sponsorship |
| Language: | eng |
| Abstract: | This paper describes the studies conducted about measuring the persuasion of sponsorship without advertising on the internet. The results suggest that when an advertiser buys content for an audience without coercing them to look at unwanted advertisements, persuasion averages seven times the average TV commercial, and ROI averages 27 times the published average of all MMA ROI results. Therefore, there can be seen a major role for sponsorship in the future. |
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