How Corporate Sponsors Can Optimize the Impact of Their Message Content: Mastering the Message – Improving the Processability and Effectiveness of Sponsorship Activation

Francois A. Carrillat, Alain d'Astous and Marie-Pier Charette Couture

Sponsorship activations can differ either according to their focus (on the brand versus on the event), or their scope (promoting a product versus a corporate image).

How Corporate Sponsors Can Optimize the Impact of Their Message Content: Mastering the Message – Improving the Processability and Effectiveness of Sponsorship Activation

Francois A. Carrillat

University of Technology Sydney, Business School...

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