In sponsorship,when there is not a clear sponsor-event congruity,it is a good idea for the advertiser to use sponsorship articulation,or articulate or explain any connection between the two.

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Sponsorship articulation helps the advertiser to overcome any lack of sponsorship-event congruity by explaining or articulating the connection between the two, hence making it a good idea to use it.

In Sponsorship,when There Is Not a Clear Sponsor-Event Congruity,it Is