Live From CEMA: Study Planned to Quantify "Live" Marketing - Event Marketer

Live From CEMA: Study Planned to Quantify “Live” Marketing

DANA POINT CALIF. JULY 17 2006 – The Computer Event Marketing
Association (CEMA) has joined with the Advertising Research Foundation
(ARF) to develop an ambitious study designed to quantify the “live”
aspects of sponsorships events and other types of experiential
marketing activities.

The study will be fielded during Q4 of this year according to Dan
Belmont CMO of The Marketing Arm who updated CEMA members and
attendees at the association’s annual meeting at the Laguna Cliffs
Marriott Resort today.

Belmont and a group of high-tech-company event marketing executives had
been working over the past 24 months to develop common terminology and
standardized measurement criteria in preparation for a comprehensive
study that would provide information that could be used to rate events
in relation to other forms of media. When the ARF announced a similar
endeavor earlier this year the groups got together and decided to work

“This is not only the first step for the event discipline; it’s a first
for the advertising industry as well ” said Belmont. The data yielded
by the study is expected to be used to develop a model that quantifies
live marketing so that marketers can compare events and experiential
programs to each other but importantly to other forms of media such
as TV spots print ads and other media.

Belmont invited anyone interested in participating in the dialog to
contribute their ideas and input via their memberships and
participation in ARF ( and CEMA ( or contact him directly at


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