An IMC Approach to Event Marketing: The Effects of Sponsorship and Experience on Customer Attitudes

The number of companies sponsoring events has increased over the past decade. Yet, for many firms it is unclear how the effectiveness of event marketing activities can be measured.

An IMC Approach to Event Marketing: The Effects of Sponsorship and Experience on Customer Attitudes

Julie Z. Sneath University of South Alabama

R. Zachary Finney University of South Alabama

Angeline Grace Close The University of Nevada Las Vegas

INTRODUCTION...