Sponsorships — Their Nature and Role as a Form of Media

Abstract

The area of sponsorships is examined and their use by business as a form of promotional activity. It has two main objectives: firstly to argue an explicit role for the activity in the promotional mix and secondly to report on research which investigates potential sponsorships as information media. The ultimate purpose of this last exercise is an attempt to throw light on the potential effectiveness of sponsorships as promotional tools and to gather information which may be useful in developing ideas on the evaluation of sponsorships.

Citation

Lawson, R.W. (1984), "Sponsorships — Their Nature and Role as a Form of Media", Industrial Management & Data Systems, Vol. 84 No. 5/6, pp. 15-20. https://doi.org/10.1108/eb057362