oa Journal of Marketing - It's more than just brand awareness : sponsorship

Volume 2008, Issue 10
  • ISSN : 1811-9565



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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