Olympic sponsors' medal tally: with Beijing Olympics official sponsors' outlay estimated at US$70 million each, measurement of its effectiveness needs to go deeper than brand awareness, into the realms of brand recommendation. As Peter Steyn, Hong Kong-based managing director of Aha! Research explains to Television Asia Plus.(advertising & research)
Nov 01, 2008; sponsorS constantly question the effectiveness of their investments in event sponsorships and the effect it has on...