Cossette introduces sponsorship measurement method
By Adnews Staff
Fusion Alliance Marketing, a division of Cossette Communication Group, has launched a new service called SponsorScope. The service is intended to help organizations engaged in sponsorship activities measure the value of their programs. According to the company, the measurement includes tangible factors, such as on-site visibility, as well as 22 intangible factors, such as category exclusivity and the reputation of the event. "The evaluation follows a rational and rigorous approach," said Pascale Chassé, general manager of Fusion in Montreal. "Sponsoring is a complex discipline and the sums invested are often high. For this reason, and contrary to what we see all too often, sponsorship decisions must not be simply intuitive or arbitrary."