TITLE

on a roll Jim McPhilliamy

PUB. DATE
November 1999
SOURCE
Advertising Age;11/29/1999, Vol. 70 Issue 49, p51
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article presents views of Jim McPhilliamy, founder of MegaVision Marketing, on sponsorships and promotions. According to McPhilliamy, there exists a void in strategic planning for sponsorships and promotions. He also contended that sponsorships must only be used to help develop an image around a lifestyle or an attitude, not an event. Moreover, he claimed that sponsorships are not to be evaluated entirely by measurable results. By trying to make every sponsorship show a return on investment, companies maybe sacrificing their brand-building opportunities.
ACCESSION #
2585043

 

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