HEADLINES: Sponsorship growing despite doubts

<p>More companies in Asia are waking up to the value of event </p><p>sponsorship, but a larger number are unconvinced of its benefits, </p><p>according to this month's CIA/ABN/MEDIA poll. </p><p><BR><BR> </p><p>While 98 per cent had used sponsorship to boost brand recognition in the </p><p>past year, 56 per cent of respondents believed the impact and value of </p><p>sponsorship on their brand was negligible. </p><p><BR><BR> </p><p>Part of the problem lies with an over-riding view that sponsorship is a </p><p>one-off expenditure, indicating the steep learning curve on how to get </p><p>the most out of sponsorship, which companies in Asia face. </p><p><BR><BR> </p><p>- For more, read Asian Brand News' February issue, available only by </p><p>paid subscription. For details, please call Ms Iris Tang at MEDIA on </p><p>(852) 2577 2628 or email subscrib@media.com.hk. </p><p><BR><BR> </p>