By Frank Ovaitt As ever more money flows into event sponsorship, top management naturally starts asking what the company is getting in return. Increased sales are always a welcomed answer, of course. But not all events are sales-oriented. A paper by Bruce Jeffries-Fox, member of the Institute for Public Relations' Commission on PR Measurement & Evaluation, offers a straightforward primer on research and measurement in this area. The paper starts with using research to select the right event.
Tip Sheet: In An Eventful Time, What’s The Sponsor’s ROI?
You might also be interested in:
- 6 Tips to Help Build Execs' Credibility Through Bylined Articles
- 7 Tech Trends Chief Communications Officers Should Track in 2016
- How to Use Measurement to Assess What Worked in '15 and Plan for '16
- Retailers' Social Actions on Instagram Up 48% Compared to Last Year
- Analytics, SEO, Virtual Teams, Video Surged in 2015, Will Continue in 2016