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Vienna (pte036/26.02.2003/18:30) - Classic advertising and television sponsoring form an extremely powerful combination when used together, as indicated in a study by the Viennese consulting firm MPM http://www.mpmsponsoring.at .
The study called "The effect of TV sponsoring" was commissioned by ORF Enterprise http://enterprise.orf.at, the marketing subsidiary of the Austrian Broadcasting Corporation (ORF), and carried out by Info Research International.
According to the analysts, TV sponsoring achieves especially strong brand recognition. They also found that the most effective form of TV advertising was sponsoring through interactive contests and lotteries. The effect was particularly strong when the contest was linked to the programme's theme. The best results were achieved during sports shows.
The study shows that sponsoring not only improves brand recognition, but also leads to "positive image transfer from the programme to the brand", as MPM head Martin Platzer explained.
In carrying out the research, Info Research International used three sample scenarios with varying levels of classic and sponsor advertising. The effects of the campaigns were then assessed during personal interviews with 300 people in the 14 to 29-year-old age group.
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