Event Sponsorship: An Exploratory Study of Small Business Objectives, Practices, and Perceptions

摘要

Event sponsorship is a crucial compo- nent of many organizations' communi- cations mix. Companies realize that, in sponsorship, the interests of business and of society overlap. Historically, the objec- tives of sponsorship revolved around community assistance and giving back to the communities supporting the organi- zations. Increasingly, however, trade publications and academic journals are stressing the marketing benefits of spon- sorship and the possibility of using it to replace other communications methods for some firms.