|Author(s): Atul Phadnis
Collection: WAM - Worldwide Audience Measurement 2005 - Radio and Branded Entertainment & Sponsorship
Keywords: Brand Research
ESOMAR Best Paper Award 2004/2005
|PDF version (download)|
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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.