January 2004- Around the same time IMI was conducting its study this past autumn, Sponsorship Research International (SRi) was running a research program for event marketing agency Jack Morton Worldwide. Several of the findings were similar to those of IMI. For example, event marketing is much more powerful with young adults (with over 60% saying it influences their buying behavior) and female audiences (over 43%), with a pull that exceeds that of advertising and direct mail. And yet, SRi found that the various disciplines are most effective when they are integrated into an overarching campaign. “Advertising and direct response vehicles feed response to event marketing,” says Laura Shuler, Executive VP- U.S. operations for New York City-based Jack Morton. “This is a situation where one plus one plus one equals five.”

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