Promotional activities include all of the following except:
A face-to-face selling by sales representatives
B sponsoring a sporting event
C selling the product in a place that rival companies do not use
D sending brochures and leaflets by direct mail
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Star Enterprises, which pursue market-driven business strategies, consider that sponsorship of high-profile and attractive events are communication techniques to create awareness and affiliation of their companies and brands with the target market. These companies enter into agreements and provide financial and nonfinancial support for social, cultural, literary, and sports events to a group, organisation, or an individual celebrity in anticipation of creation of a lasting awareness of the company’s name or its brand among the audience.
Sponsorship by leading companies, as a promotional alternative, has gained worldwide prominence in recent years.
Required
Briefly describe six main objectives which are envisaged to be achieved through sponsorship of such high-profile and attractive events?
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