Patronage is the support, ENCOURAGEMENT, or financial AID given by a patron to an artist, writer, or other creative person. ADVOCACY (8 letters) is the act of speaking in favor of something, while BENEFACTION (11 letters) is the act of giving HELP or money to those in need. CONDESCENSION (13 letters) is an attitude of superiority that implies a patronizing view of those being addressed. EGIS (4 letters) and AEGIS (5 letters) are both terms for protection or support. BACKING (7 letters) is the support given to someone or something, while HELP (4 letters) and AID (3 letters) are both forms of ASSISTANCE. APPROVAL (8 letters) is the act of agreeing with something, and ASSISTANCE (10 letters) is the act of providing HELP. TRADE (5 letters) is the exchange of goods or services, while DEFERENCE (9 letters) is the act of showing respect. ENCOURAGEMENT (13 letters) is the act of inspiring someone to do something, while AUSPICE (7 letters) is a sign of divine protection. CUSTOM (6 letters) is a traditional practice, while SPONSORSHIP (11 letters) is the act of providing financial or other support. CLIENTELE (9 letters) is a group of customers or patrons, while BUSINESS (8 letters) is an activity involving the exchange of goods or services.