A new framework for evaluating sponsorship opportunities
Derek T.Y. Poon and Gerard Prendergast
Despite the popularity of sponsorship, there remains a paucity of research attention. This is especially the case when considering the product relevance issue (the fit between the sponsor and the activity being sponsored).
A new framework for evaluating sponsorship opportunities
Derek T.Y. Poon and Gerard Prendergast
Hong Kong Baptist University
INTRODUCTION
Traditional media advertising, especially on television, has long been regarded as the most effective tool for marketers...
