Measuring the Effectiveness of True Sponsorship
نویسندگان
چکیده
منابع مشابه
Measuring the Effectiveness of True Sponsorship
Twenty-eight studies were conducted for leading advertisers to measure the persuasion of sponsorship without advertising on the internet. Experimental design maintained identical content except for the sponsorship message in the test group missing from the control group. The two groups were random replicates. Persuasion measures used were those accepted by the advertisers involved as being most...
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ژورنال
عنوان ژورنال: Journal of Advertising Research
سال: 2006
ISSN: 0021-8499
DOI: 10.2501/s0021849906060478