Long Term Event Sponsorship
John Lewicki McDonald's Corporation.
There are many reasons that companies get involved with event sponsorship. These reasons range from client entertainment purposes to advertising opportunities. But without a strategic direction, sponsorships can be short term, in and out affairs, that once evaluated, leave the responsible parties wondering what the benefit was in the first place. Sponsorships should not try to change the perceptions of the brand. Rather they should improve these perceptions by linking the brand to an event or organization that the target audience already values highly. This can be maximized by intrinsically linking...