Measuring the effectiveness of true sponsorship

Journal of Advertising Research

Volumn 46, Issue 4, 2006, Pages 398-409

  Harvey, Bill ^a   Gray, Stu ^c   Despain, Gerald ^b  

^a TRA Inc   (United States)

^b Next Century Media Inc   (United States)

^c NONE

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Indexed keywords

EID: 70349418734     PISSN: 00218499     EISSN: 17401909     Source Type: Journal    
DOI: 10.2501/S0021849906060478     Document Type: Article

References (5)

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2. EFHRON, ERWIN, and GERRY POLLAK. "Finding the Other Half." Presented at ARF/ESOMAR Conference, June 2003: [URL: www.ephrononmedia.com].
3. Johnson, Peter A. Direct Marketing Association, 2005 Economic Impact Study. New York: Direct Marketing Association, 2005.
4. SCHULTZ, DON E., and SCOTT BAILEY. "Customer/Brand Loyalty in an Interactive Marketplace." Journal of Advertising Research 40, 3 (2000): 41-52.
5. YOUNG, CHARLES E. A Short History of Television Copytesting. Albuquerque, NM: Ameritest, 2001.