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Autor:
Robert E. C. Sparks
Publikováno v:
Proceedings of the 1995 World Marketing Congress ISBN: 9783319173108
This paper reviews critically three media-based methods presently being used by industry to evaluate the effectiveness of sponsorship messages: media exposure, equivalent advertising value of media exposure, and impressions. An alternative approach t
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::2a8c2d921762472ef2da7b8598da5485
https://doi.org/10.1007/978-3-319-17311-5_1
https://doi.org/10.1007/978-3-319-17311-5_1
