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Unlocking the Secrets of Sponsorship Retention
Manage episode 425928401 series 3530127
Το περιεχόμενο παρέχεται από το Journal of Advertising Research. Όλο το περιεχόμενο podcast, συμπεριλαμβανομένων των επεισοδίων, των γραφικών και των περιγραφών podcast, μεταφορτώνεται και παρέχεται απευθείας από τον Journal of Advertising Research ή τον συνεργάτη της πλατφόρμας podcast. Εάν πιστεύετε ότι κάποιος χρησιμοποιεί το έργο σας που προστατεύεται από πνευματικά δικαιώματα χωρίς την άδειά σας, μπορείτε να ακολουθήσετε τη διαδικασία που περιγράφεται εδώ https://el.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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