Prioritising the Sponsorship Audience
- 1 November 1991
- journal article
- Published by Emerald Publishing in European Journal of Marketing
- Vol. 25 (11) , 11-21
- https://doi.org/10.1108/eum0000000000628
Abstract
The versatility of sponsorship as a communications medium to a variety of corporate audiences is examined, with broad clusters of sponsors based on audience orientation being identified. Audience priority is examined with reference to sponsor characteristics and the main promotion instruments used by sponsors to communicate with their audiences are analysed.Keywords
This publication has 0 references indexed in Scilit: