))
Unlocking the Secrets of Sponsorship Retention
Manage episode 425928401 series 3530127
Kandungan disediakan oleh Journal of Advertising Research. Semua kandungan podcast termasuk episod, grafik dan perihalan podcast dimuat naik dan disediakan terus oleh Journal of Advertising Research atau rakan kongsi platform podcast mereka. Jika anda percaya seseorang menggunakan karya berhak cipta anda tanpa kebenaran anda, anda boleh mengikuti proses yang digariskan di sini https://ms.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
To keep up to date on the latest JAR news sign up for our newsletter:
https://lp.constantcontactpages.com/su/mtD04QN
And follow us on LinkedIn:
https://www.linkedin.com/company/82528291/admin/
15 episod
Kongsi
