Advertising and Promotion Leverage on Arts Sponsorship Effectiveness

Using an experimental approach, the returns achieved by three sponsors of the 1998 Adelaide Festival of the Arts are examined.

Advertising and Promotion Leverage on Arts Sponsorship Effectiveness

Pascale G. Quester University of Adelaide andBeverley Thompson University of Western Sydney

Although the word sponsorship is derived from the Greek 'horigia,' which is a combination of the...