oa Journal of Marketing - It's more than just brand awareness : sponsorship
|Article Title||It's more than just brand awareness : sponsorship|
|© Publisher:||Future Publishing|
|Journal||Journal of Marketing|
|Publication Date||Oct 2008|
|Issue||Oct / Nov 2008|
The motivation behind festival or event sponsorships should be to create brand awareness, promote a positive business image, engage with the community, grow market share, drive sales and, ultimately, enrich bottom-line profits. As a marketing tool, sponsorships of this nature offer potentially varied media exposure opportunities.
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