Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You and Your Team.

Learn More →

Prioritising the Sponsorship Audience

Prioritising the Sponsorship Audience 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Prioritising the Sponsorship Audience

European Journal of Marketing , Volume 25 (11): 11 – Nov 1, 1991

Loading next page...
 
/lp/emerald-publishing/prioritising-the-sponsorship-audience-dlqKtMRcUJ
Publisher
Emerald Publishing
Copyright
Copyright © 1991 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/EUM0000000000628
Publisher site
See Article on Publisher Site

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.

Journal

European Journal of MarketingEmerald Publishing

Published: Nov 1, 1991

Keywords: Corporate communications; Promotion; Sponsorship

There are no references for this article.