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11 th Annual IEG / Performance Research Sponsorship Decision-Makers Survey

11 th Annual IEG / Performance Research Sponsorship Decision-Makers Survey. Table of Contents. I. METHODOLOGY p. 3. II. EXECUTIVE SUMMARY p. 5. III. RESPONDENT PROFILE p. 12. IV. SPONSORSHIP SPENDING & INVOLVEMENT p. 16. V. RESEARCH CONSIDERATIONS p. 40. VI. PROPERTY PERCEPTIONS p. 53.

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Direct marketing / response ads

Direct marketing / response ads. Direct response ads developed with computer databases Led to focus on relationship with customer ? CRM Pareto principle ? approx 80% of business generated by 20% of customers

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11 th Annual IEG / Performance Research Sponsorship Decision-Makers Survey

Direct marketing / response ads