Kent University researchers layout out a theory about how you can choose which kind of events a company should sponsor in their paper: ABSTRACT - Sponsorship as a marketing communication tool has increased remarkably over the past two decades. Drawing from research in social psychology, a conceptual framework which affords a clearer understanding of the appropriate sponsoring of events when objectives are to improve consumer attitudes and increase recall is developed. The framework suggests that companies sponsoring events that provide a moderately inconsistent Afit@ to their company will be viewed more favourably by consumers.
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EASTWEST Public Relations Group was founded in Singapore in 1995 and has a company in China and the UK. Jim James is an award winning British entrepreneur who has spent the past 25 years building businesses using PR, whilst running a multi office Agency serving over 500 clients.
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