Clancy, Kevin J.; Krieg, Peter C.
May 2006
Marketing Management;May/Jun2006, Vol. 15 Issue 3, p28
This article examines the effectiveness of non-traditional media marketing versus traditional media marketing. Strategies such as corporate sponsorship and special events are examined. Investments in these two methods of alternative marketing has skyrocketed, but some marketers remain unsure about their effectiveness. It describes several tools and methods that can be employed to gauge the short-term and long-term financial returns on these methods of marketing. It also provides different case examples of these strategies in an effort to gain a broader insight on effectiveness.


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