The characteristics that set sponsorship apart as a distinctive brand communications tactic are

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Sponsorship is distinctive from other brand communication tactics because its medium and message are inseparable, meaning the brand is integrated into the event or activity being sponsored. Additionally, sponsorship can be influenced by secondary brand associations, such as the associations consumers make with the event or team being sponsored. Primary brand associations (based on the brand itself) can also play a role in sponsorship, but the inseparability of the medium and message is the key characteristic that sets it apart.

The Characteristics That Set Sponsorship Apart as a Distinctive Brand