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Unlocking the Secrets of Sponsorship Retention
Manage episode 425928401 series 3530127
Вміст надано Journal of Advertising Research. Весь вміст подкастів, включаючи епізоди, графіку та описи подкастів, завантажується та надається безпосередньо компанією Journal of Advertising Research або його партнером по платформі подкастів. Якщо ви вважаєте, що хтось використовує ваш захищений авторським правом твір без вашого дозволу, ви можете виконати процедуру, описану тут https://uk.player.fm/legal.
Join us in our latest podcast episode as we dive deep into the fascinating world of sponsorship-linked marketing with the expert, Jonathan A. Jensen, from the University of North Carolina at Chapel Hill. I had the privilege to interview Jonathan about his new research featured in the Journal of Advertising Research, titled "Searching for the Holy Grail of Sponsorship-Linked Marketing: A Comprehensive, Generalizable Sponsorship Retention Model."
In this episode, we explore:
- The challenges brand marketers face in predicting successful long-term sponsorship partnerships.
- Insights from an extensive dataset of over 5,800 sponsorships that investigate factors influencing sponsor retention.
- The managerial implications of Jonathan's predictive model, which has the potential to revolutionize how sponsorship investments are assessed and managed.
Read the full article here:
https://www.journalofadvertisingresearch.com/content/64/2/135
#Podcast #Marketing #Sponsorship #PredictiveAnalytics #BrandManagement #AdvertisingResearch
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