Losing out on sponsorship

Stobart, Ben
July 2002
Brand Strategy;Jul2002, Issue 161, p35
Trade Publication
Discusses the need for brands to integrate their sports sponsorships with promotions. Importance of getting connected with the target market; Advantages of a simple, consumer-focused promotion over 'buy-one-get-one-free' programs; Effective utilization of all elements of an integrated campaign.


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