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