Accounting firms are spending more of their marketing dollars on sponsorships than on advertising, despite getting negative returns from sponsorships, according to a new study.

The study, from the Association for Accounting Marketing and Hinge Research Institute, analyzed spending data from 84 firms in the U.S. It found that sponsorships now account for a greater percentage of marketing dollars than advertising, in contrast to a 2013 study that found advertising in the top spot.

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