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Predicting return on investment in sport sponsorship : modeling brand exposure, price, and ROI in Formula One automotive competition

Jensen, Jonathan A.; Cobbs, Joe B. - In: Journal of advertising research 54 (2014) 4, pp. 435-447

Persistent link: https://www.econbiz.de/10010481182

Analyzing Return-on-Investment in Sponsorship : Modeling Brand Exposure, Price and ROI in Formula One Automotive Competition

Jensen, Jonathan A. - 2014

Determining return-on-investment (ROI) for corporate sponsorship of events, teams, and leagues remains an evolving science. To advance ROI analysis in sponsorship, we utilize data on sponsorship prices and the televised brand exposure of sponsors in Formula One (F1) motor racing. Results...

Persistent link: https://www.econbiz.de/10013063022

Search engine advertising effectiveness in a multimedia campaign

Zenetti, German; Bijmolt, Tammo H. A.; Leeflang, Peter; … - In: International journal of electronic commerce : IJEC 18 (2013/14) 3, pp. 7-38

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Switching before the pitch : exploring television channel changing before the ads even start

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Is children's understanding of nontraditional advertising comparable to their understanding of television advertising?

Owen, Laura J.; Lewis, Charlie; Auty, Susan; Buijzen, Moniek - In: Journal of public policy & marketing : JPP & M ; an … 32 (2013) 2, pp. 195-206

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Socio-economic factors and impact of television advertising on children in the Middle East

Nassar, Mohamed A.; Abou Seido, Noor O.; Al Zain, … - In: Middle East journal of management : MEJM 2 (2015) 3, pp. 195-211

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New formulations for the conflict resolution problem in the scheduling of television commercials

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Perception of television advertising from China's young generation

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Effectiveness of advertising formats in television

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Examining the impact of television-program-induced emotions on online word-of-mouth toward television advertising

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