Prioritising the Sponsorship Audience

Abstract

The versatility of sponsorship as a communications medium to a variety of corporate audiences is examined, with broad clusters of sponsors based on audience orientation being identified. Audience priority is examined with reference to sponsor characteristics and the main promotion instruments used by sponsors to communicate with their audiences are analysed.

Citation

Crowley, M.G. (1991), "Prioritising the Sponsorship Audience", European Journal of Marketing, Vol. 25 No. 11, pp. 11-21. https://doi.org/10.1108/EUM0000000000628