Sponsorship marketing goes global

This author argues that, because of a skittish economy, pressure from upper management to better justify marketing costs and improve sponsorship matching and measuring tools, sponsorship is quickly becoming a major component of the marketing mix.

Sponsorship Marketing Goes Global

The importance of integrating a sponsorship marketing program into your overall marketing plans

Phillipe ColinSponsorClick

In this period of economic uncertainty, global marketing professionals must use the greatest discretion when choosing activities to include in their marketing budgets. Sponsorship marketing, as a component of the marketing mix, has not enjoyed the same prominence as other marketing activities, namely, print advertising and PR. However, the balance is shifting – advertising now represents less than half of most marketing budgets.

Now that global marketers understand the benefits, sponsorship marketing is quickly gaining ground in the race for...

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