A Comparison of the Effectiveness of Perimeter and Outdoor Advertising

Walliser, Björn

doi:10.1016/s1320-1646(97)70255-7

Cited by 6 publications

(7 citation statements)

References 7 publications

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“…While recognizing that all elements of marketing and marketing communications possess different features and capabilities, sponsorship is most often contrasted with media advertising in general (Hastings, ; Hoek et al, ; McDonald, ; Meenaghan ) and indeed with specific aspects of advertising (Olson & Thjømøe, , ; Walliser, ). The comparison of sponsorship and traditional advertising has been previously addressed in terms of a range of discernible differences which included the mutuality of benefit, the consumer interaction process, the comparative nature of the communications process, as well as sponsorship's location at the “leisure end of marketing.” While sponsorship may be different in certain respects, such differences are no impediment to the task of performance measurement and, thus, the “sponsorship is different” argument is largely irrelevant to the need for or ability to undertake proper performance analysis (Meenaghan, ).…”

Section: Is Sponsorship Different?mentioning

confidence: 99%

Measuring Sponsorship Performance: Challenge and Direction

Meenaghan

2013

Psychology and Marketing

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Corporate investment in sponsorship represents one of marketing's more dramatic investment stories of recent decades with global sponsorship expenditure forecast to reach US $53.3 billion in 2013. The scale of this investment, as well as the scrutiny to which sponsorship activity has been subjected during the "Financial Crisis" has added significant momentum to the demand for improved methodologies for evaluating the returns resulting from sponsorship investment. Indeed a range of recent sponsorship studies clearly indicate the pressure, not just for greater accountability, but a demand for new and improved methodologies for measuring sponsorship performance. Against this backdrop this special issue of Psychology and Marketing is timely. It seeks to bring together a selected series of papers from leading edge practitioners and academics which critically review certain current approaches to evaluation, explores important research methodology issues, and outlines recently developed models which quantify the value generated by sponsorship investment. It is hoped that this special issue will lead to increased levels of understanding and interaction between the academic community concerned with researching sponsorship and the practitioner community charged with managing sponsorship and will, in future, serve as a key reference source for these communities in their quest for improved methodologies to measure sponsorship performance. C 2013 Wiley Periodicals, Inc.

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Section: Is Sponsorship Different?mentioning

confidence: 99%

Measuring Sponsorship Performance: Challenge and Direction

Meenaghan

2013

Psychology and Marketing

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“…Le parrainage, par contre, est susceptible de surmonter certaines barrières de communication et a des possibilités de sélection des cibles quasi illimitées. Le parrainage et la publicité coïncident partiellement quand les parrains utilisent des panneaux d'affichage ou des supports similaires (Walliser, 1997a). Un autre point intéressant de convergence entre le parrainage et la publicité concerne le parrainage audiovisuel.…”

Section: Différenciation Du Parrainage Des Autres Instruments De Communclassified

L'évolution et l'état de l'art de la recherche internationale sur le parrainage

Walliser

2003

Recherche et Applications en Marketing (French Edition)

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Cette recherche présente l'évolution et l'état de l'art de la recherche sur le parrainage au niveau international. S'appuyant sur un travail antérieur résumant 80 études anglo-saxonnes publiées avant 1996, cette recherche identifie et analyse 153 études supplémentaires (publiées avant 2002) en les divisant en quatre courants de recherche: la nature du parrainage, la gestion du parrainage, la mesure des effets du parrainage et la stratégie de parrainage. L'évolution et les résultats de chaque courant de recherche sont évalués de manière critique.

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“…television, outdoor, etc. The other category, internal factors, is further classified into personal factors (laying a background for consumer segmentation) and advertising message-related factors (Walliser, 1997;Franch et al, 2013). Whereas external context-related factors are harder to control, the advertising message-related factors are the ones that marketers can gain advantages from.…”

Section: Theoretical Substantiationmentioning

confidence: 99%

Consumer Attention Online: How to be Visible?

Grigaliūnaitė¹,

Pilelienė²

2017

CEBR

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The axiom "unseen-unsold" implies that marketing communication cannot be effective if it does not bypass the filter of attention, which is difficult in today's information clutter. As internet has emerged as powerful channel for marketing communication, the same axiom applies to the online marketing communication. In this research the analysis and synthesis of scientific literature as well as two eye tracking experiments are applied for the analysis of internet context-related elements influencing consumer visual attention and as a consequence having influence on consumer behavior. As a result, the guidelines for the selection of advertising message-related factors and advertisement's position in the internet news portals are provided. Moreover, recommendations for the attraction of consumer visual attention in the search engines are presented.

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A Comparison of the Effectiveness of Perimeter and Outdoor Advertising

Cited by 6 publications

References 7 publications

Measuring Sponsorship Performance: Challenge and Direction

Measuring Sponsorship Performance: Challenge and Direction

L'évolution et l'état de l'art de la recherche internationale sur le parrainage

Consumer Attention Online: How to be Visible?

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