As mentioned in the chapter, event sponsorship expenditures in North America far exceed investments in cause-oriented sponsorshipsbasically
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As mentioned in the chapter, event sponsorship expenditures in North America far exceed investments in cause-oriented sponsorships—basically more than eleven times the amount ($22.4 billion versus $2 billion). Why, in your opinion, is the difference so large? In other words, why do you think that North American brand marketers much prefer to allocate their marcom budgets to sponsoring events rather than causes?
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Advertising, Promotion, And Other Aspects Of Integrated Marketing Communications
ISBN: 9781337282659
10th Edition
Authors: J. Craig Andrews, Terence A. Shimp
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