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Figure 19-20 Sales impact of concert sponsorships (average four to six weeks)

Figure 19-20 Sales impact of concert sponsorships (average four to six weeks)

Performance Research in Newport, Rhode Island, measures impact on brand awareness and image shifts. PS Productions, a Chicago-based research organization, provides clients with a measure of event sponsorships based on increased sales. PS calculates sales goals based on the cost of the event and the value of extras like donated media, customized displays, ads for key retailers, and tickets given away. An event is a success if it brings in at least that amount in additional sales (Figure 19-20).

While each of these measures has its advantages and disadvantages, we suggest using several in assessing the impact of sponsorships. In addition to those mentioned here, the eight-step process suggested in Figure 19-21 could be used to guide these evaluations.

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