Describe the role of sponsorships and direct marketing

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Question: Describe the role of sponsorships and direct marketing in integrated marketing communications. Sponsorship, which occurs when an organization provides money or in-kind resources to an event or activity in exchange for a direct association with the event or activity, has become a hot trend in promotion. The sponsor purchases access to an activity's audience and the image associated with the activity, both of which contribute to the overall promotional message delivered by a firm. Direct marketing involves direct communication between a seller and a B2B or final customer. It includes such promotional methods as telemarketing, direct mail, direct-response advertising and infomercials on TV and radio, direct-response print advertising, and electronic media.

Reference no: EM131459680

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