Event marketing can increase a consumer’s purchase intent by up to 52 percent, according to the Advertising Research Foundation’s new study, “Engaging Events Pay Out.” Purchase intent rose 11 percent to 52 percent among consumers who attended brand-sponsored events including sports championships, walkathons and theme park sponsorships. Coca-Cola, Frito-Lay and State Farm were among the 12 companies that were studied across six different events. Harris Interactive, Rochester, N.Y., polled approximately 5,000 attendees online after the events’ conclusions to derive the results.
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