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Unlocking the Secrets of Sponsorship Retention
Manage episode 425928401 series 3530127
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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
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