Advertisers: Think Twice Before Investing in Sponsorships
EAST LANSING, Mich. — Companies that spend millions of dollars sponsoring events need to be careful how and when they spend that money, as often their return on investment is difficult to measure. And occasionally it even benefits their competitors.
In a paper recently published in the Journal of Advertising, a team of researchers led by a Michigan State University faculty member found that the average consumer may not have a clear memory for the current sponsor of an event, especially if this sponsor is taking over from another. (more…)