Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition by Terence Shimp, Craig Andrews

Exercise 1

As mentioned in the chapter, event sponsorship expenditures in the United States far exceed investments in cause-oriented sponsorships-basically more than a tenfold differential ($21 billion versus $1.7 billion). Why, in your opinion, is the difference so large In other words, why do you think that U.S. brand marketers much prefer to allocate their marcom budgets to sponsoring events rather than causes