Measures of the effectiveness of sponsorships can be categorized as:
A)recall or recognition tests
B)either exposure-based or tracking measures
C)physiological measures or psychological measures
D)field or laboratory tests
E)posttest or pretest

Question

Quizplus · Accepted Answer

Exposure-based measures, such as the number of impressions or reach, provide insight into the potential reach of a sponsorship. Tracking measures, such as brand lift or purchase intent, measure the actual impact of the sponsorship on consumer behavior. These two categories cover a broad range of effectiveness measures and are commonly used in sponsorship evaluation.

Measures of the Effectiveness of Sponsorships Can Be Categorized As