The findings are supported by another recent study, the “Branded Entertainment Marketing Forecast: 2008-2012,,” from PQ Media. It found spending on events, which it considers the largest segment of branded entertainment, surged 12.2% to $19.2 billion in 2007. Andrew Nisenhal, vice president of Jazz It Up says he has been hearing more recently from clients who regularly utilize events. “A lot of people don’t like the results they get from ads, they want to hand customers something to remember them by at the booth or do a mailer program to entice them to follow up with them. Plus, these programs are measurable. As long as you put together a good program, you cna show good resultys.” An increased focus on return-on-investment is one of the factors driving the trend, says Liz Bigham, director of marketing for Jack Morton. “People’s jobs are on the line if they spend money on the wrong things. We’re in an environment where there’s a lot of pressure to be efficient with their dollars.

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