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DYNAMIC LOGIC PARTNERS WITH STUDIO ONE NETWORKS TO DRIVE SPONSORSHIP
CATEGORY FORWARD
Dynamic Logic Launches AdIndex® Sponsorship to Evaluate the Link
Between Brands And Sponsored Activities and Events
NEW YORK – April 13, 2004 – Dynamic Logic, an independent
market research company that specializes in measuring marketing effectiveness,
today launched its AdIndex Sponsorship, a new product designed to help
advertisers measure the effectiveness of sponsorship initiatives that
aim to link a brand to a particular activity, event or content. The
new research application will also help advertisers evaluate the impact
of sponsorships on consumers’ perceptions of the brand as well
as their intent to purchase or engage in a particular activity.
AdIndex Sponsorship will help sponsors answer the following questions:
Did the sponsorship successfully link the cause, activity or content
to the brand? Did consumers feel that the sponsorship and the brand
were a good fit? Did the sponsorship increase brand favorability and
purchase/behavior intent among the target audience?
The specific contribution that a sponsorship can add will be measured
through AdIndex Sponsorship using a Control/Exposed methodology, which
isolates the effects of the sponsorship from other activity (online
and offline media, PR, etc.).
“Dynamic Logic's AdIndex Sponsorship will help our advertisers,
such as Audi, assess the power of their sponsorship with quantifiable
feedback directly from their target audience,” says Tom Loretan,
Executive Director of Creative Services, CondéNet.
As part of this new product, Dynamic Logic and Studio One Networks,
the leading creator and syndicator of fully sponsored content online,
have entered a new partnership. Andrew Susman, President of Studio One
Networks and Chairman of the Interactive Advertising Bureau (IAB) Sponsorship
Committee said, "We're delighted with our new association with Dynamic
Logic. Our continuing study, the Sponsorship Effectiveness Index(SM),
and the AdIndex Sponsorship will further illustrate the special impact
of sponsorships upon consumers."
About Dynamic Logic
Dynamic Logic is a leading independent research company that analyzes
marketing effectiveness. Dynamic Logic's three main product areas are:
AdIndex® for online advertising, CrossMedia ResearchTM for multi-vehicle
campaigns and MarketNorms®, a syndicated and searchable advertising
effectiveness database. Founded in 1999, the company is headquartered
in New York City with offices in Chicago, San Francisco, Los Angeles
and London. www.dynamiclogic.com.
About Studio One Networks
Studio One Networks creates and distributes fully sponsored programs
on-line and in broadcast for major national advertisers and distributors.
Its sponsors and distributors include Nestle USA, Alpo, Toyota, Bridgestone,
The U.S. Government, Amazon, Time Warner and Wal*Mart.
About CondéNet
CondéNet is the leading creator and developer of upscale lifestyle brands
online, providing enjoyable, useful services that tie into and build
upon the heritage of the world's most prestigious magazines. Today,
CondéNet owns the deepest online brands in the vertical categories of
travel (Concierge.com), food (Epicurious.com), and fashion (Style.com).
Based in New York, CondéNet is owned by Advance publications, Inc.,
a privately held media company.
Christina Goodman, Dynamic Logic
cgoodman@dynamiclogic.com
212-844-3741
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