Question: Obviously, some events will have more potential for generating favorable publicity than others. What particular criteria should be emphasized in event selection when a firm

Obviously, some events will have more potential for generating favorable publicity than others. What particular criteria should be emphasized in event selection when a firm has the goal of gaining publicity that will build goodwill? How might the benefits of sponsorship be similar or different if that sponsorship involves a sporting event versus a noble cause?

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If the objective in event sponsorship is to gain publicity that will help build goodwill several criteria are worth considering Involvement with cause... View full answer

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