Promotional Mix Lesson 2: Sponsorship and Publicity


Marketing professionals have long used below the line promotions to augment customer awareness, knowledge, liking, preference and sales of products and brands. Unlike advertising (which customers know is directly trying to influence their purchase decisions), sponsorship and publicity work subtly, and sometimes even more powerfully than advertising. Newspaper articles, TV talk show spots, write-ups and placed testimonials create a supplementary communication chain that seems to provide authentic, objective information. In this lesson, sponsorship and publicity are analyzed as two elements of the promotional mix.

NBEA Standard(s):
  • Marketing, IV. The Marketing Mix

Lesson Plan Details:

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