PENTA-GRATION!
A new integrated study to measure sponsorships

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Author(s): Atul Phadnis
Collection: WAM - Worldwide Audience Measurement 2005 - Radio and Branded Entertainment & Sponsorship
Keywords: Brand Research

ESOMAR Best Paper Award 2004/2005
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EUR 15.00
Members: EUR 0.00

With sponsorships and branded entertainment on television taking many different forms (Placements, Content Integration, Story line Integration, Sponsorships, Content Associations, etc.), the challenge lies in making comparisons and evaluations of these formats so as to be able to assess efficiency, ROI, selections, effectiveness.

This paper proposes a series of new evaluation templates from a pool of multiple studies to eventually enable selection of Branded Entertainment options.




Date of publication: 21.06.2005
ISBN: 92 831 1380 2
Order Code: S300-10
Number of pages: 24

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