Demand-side method is the identifying of the effect that sponsorship has on consumers’ brand knowledge.
Further Discussion on Demand-side Method
Measuring the effects of an events sponsorship is essential to the success of the sponsorship program for marketers. There are two methods used to measure the effects of sponsorship; supply-side method, which measures brand exposure by assessing the extent of media coverage of the event, and demand-side method, which focuses on brand exposure reported by consumers.
After an event, marketers can survey consumers to measure their recall of the event. Additionally, marketers can measure the consumers attitude and intentions toward the sponsor.
For more information on sponsorship research, visit the Sponsorship Blog.
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