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Leveraging Associations: The Promotion of Cultural Sponsorships
Authors:Carl M Sylvestre  Luiz Moutinho
Institution:1. The Studio Museum in Harlem;2. University of Glasgow School of Business and Management, Gilbert Scott Building, West Quad, University of Glasgow
Abstract:SUMMARY

Sponsorship of the arts is growing as a marketing communication method, and companies are using this tool to achieve various business objectives. These include branding, corporate hospitality, and building community relations. The activities that the companies engage in to promote the sponsorships are guided by the objectives they wish to achieve. Additional leveraging is supported by advertising and public relations for branding. For corporate hospitality, promotional support is vested in personal selling with public relations initiatives. For community relations, promoting the sponsorship is focused primarily on public relations activities with an emphasis on personal selling.
Keywords:Advertising  arts and culture  branding  community relations  corporate hospitality  corporate sponsorship  leveraging  publicity
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