THE EFFECTIVENESS OF SPONSORING VOLLEYBALL MEN’S WORLD CHAMPIONSHIP 2014 BY KGHM POLSKA MIEDŹ S.A.
Comprehensive assessment of the effectiveness of KGHM marketing activities during the Volleyball Men's World Championship was performed on the basis of analyses of media-wise value and the value of benefits, as well as quantitative research.
Determination of the effectiveness of the sponsorship of the Volleyball Men's World Championship 2014
TASKS
Analysis and valuation of brand exposure in radio, television, the Internet, and the press
Analysis and evaluation of BTL and outdoor benefits
Two-stage quantitative CATI test on a sample of 1,200 people conducted before and after the championship
EFFECTS
Comprehensive assessment of the effectiveness of sponsorship, both in terms of the brand visibility in the media as well as the brand awareness and image
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