The author discusses the use of sports and event sponsorship to develop brand awareness. Objectives are listed and the role of sponsorship is seen as achieving an emotional bond with the consumer while event marketing offers interaction with the consumer to establish the brand image and affect the bottom line.
leveraging
sponsorship through events
How to use event marketing to leverage your brand awareness
David Weisz
Motorola, Inc.
By now, most of you already know or have heard the various
benefits of sports and event marketing. You are either busy implementing...
