haku: @indexterm VALUATION / yhteensä: 677
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| Tekijä: | Harvey, B. |
| Otsikko: | Measuring the effects of sponsorships |
| Lehti: | Journal of Advertising Research
2001 : JAN-FEB, VOL. 41:1, p. 59-65 |
| Asiasana: | ADVERTISING SPONSORSHIP VALUATION |
| Kieli: | eng |
| Tiivistelmä: | Sponsorship is again on the rise, and marketers have called for new efforts by researchers to measure the business value of this form of marketing communications. The methodologies appropriate to making sponsorship accountable are similar to those used for other forms of advertising, and the effects of sponsorship fit within the continuum of effects known as the ARF model. |
SCIMA