Index
ABI/Inform Full-text Online Resource
brainstorming offer, 114
matching sponsor hit list, 97
researching potential sponsors, 101
sharing case studies/resources on, 204–205
ABN AMRO case study, 212
accountability, sponsorship implementation plan, 194
accountability, sponsorship policy, 14–15, 20
Action Cancer case study, 210
action list
marketing plan, 56–57
sponsorship implementation plan, 196
activation, 9
advertising
attribute matching for creative, 96
as brand touch-point, 116
creating media offers, 126
double-checking your costs for, 106
Generic Inventory on, 91
Generic Inventory section, 86–87
integrating sponsorship with, 122
leveraging brainstorm session on, 203 ...
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