Question

Which of the following is an example of a postevent evaluation method for measuring media equivalencies?

	a.	Impact on trade
	b.	Change in consumer attitudes
	c.	Qualitative assessments
	d.	Change in sales
	e.	Audience share

Answer 1

Option e - Audience share

Explanation : The three broad categories of postevent evaluation are qualitative assessments (judgement & perception), market response and media equivalencies. Postevent evaluation provides as assessment of how well a sponsorship actually performed - was it a productive investment?.

Qualitative assessments

For example, AT&T indicates that it's sponsorship of the USOC is a good investment because of the high impact, emotional appeal of the Olympic games to American consumers.

The three measures that reflect market response are the determination of the change in the level of sales, the impact of the sponsorship has on participation by the trade and changes in consumers' attitudes.

Change in consumer attitudes is an example of a postevent evaluation method for measuring market response. What attitude is to be measured? . Requires a measurement of that attitude prior to the implementation of the sponsorship program (prior to the initiation of the leveraging effort).

Market Response: impact on trade participation

measures the trade's increased involvement with the sponsor and the sponsor's products. Increase in POS display at retail stores, increase in shelf space, increase in number of stores selling the sponsor's products. etc.

Market response : change in sales .

Commonly applied measures : before and after measurements, comparison to same period sales , compare sponsorship region to rest of market, tie sales directly to sponsored event .

Audience share is an example of a postevent evaluation method for measuring media equivalencies. Audience share is the percentage of households with television sets in use or tuned to a particular station during a specific period of time.

Media equivalencies are based upon the calculation of the cost of attaining a comparable level of exposure to that which was achieved via the broadcast of the event had the sponsor instead chosen to purchase traditional advertising time during the broadcast. In other words, 30 seconds of tv exposure of the sponsors signage is comparable in value to a 30 second advertisement. Comparable value would be determined by using the cost of advertising as the basis. If 30 seconds of advertising time sells for $60000 , then each second of exposure is deemed to be worth $2000 in comparable value. When measuring media equivalencies TV exposure is the most common variable that is subjected to the measurement process.