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Prioritising the Sponsorship Audience

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 November 1991

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.

Keywords

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

Publisher

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MCB UP Ltd

Copyright © 1991, MCB UP Limited