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10
July 2008
Winners
And Losers Of The Olympic
Dream
Marketing
Consultancy R3 and their partner
CSM Media Research, have recently
announced the results of their
latest wave of research into
China's consumers and their
Olympic preferences.
"With
less than a month to the games
themselves, we now have a clearer
picture than ever of the likely
winners and losers in the
sponsorship war," said Greg
Paull, Principal of R3. "Those
that have chosen athletes wisely
and maintained consistency have
performed ten times better than
companies who haven't," he
added.
R3
and CSM's Olympic research is
uniquely face to face,
interviewing over 1,500 Chinese
consumers in the ten most
important cities. "We've now met
with over 12,000 different people
on a regular three months basis
to track changes in their views -
and to link that with media
viewership and expenditure data
to close the loop," said Matt
Brosenne, International Client
Service Director at CSM Media
Research in Beijing.
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