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At a time when growing numbers of consumers try to avoid commercial messages anyway they can, new research shows that so-called “true” online sponsorship programs (one client; no hard sell) generate significantly better results for marketers in terms of intent to purchase, brand recognition and ROI than traditional ads.
A new study being published this week in the Journal of Advertising Research tracked 28 separate Internet sponsorship trials by marketers such as Intel, Sony and Volvo.
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