As Coca-Cola company's participation in World Cup soccer demonstrates, sponsorship can be an effective component of an IMC program.

Question

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Coca-Cola's sponsorship of World Cup soccer demonstrates how a brand can effectively use sponsorship as a tool in an integrated marketing communications program. By aligning with a major sporting event, Coca-Cola was able to increase brand awareness, build brand loyalty, and reach a large and diverse audience. This sponsorship helped to reinforce the brand's message and build a strong emotional connection with consumers. Therefore, the statement is true.

As Coca-Cola Company's Participation in World Cup Soccer Demonstrates, Sponsorship