Event-related advertising and the special case of sponsorship-linked advertising

Material TypeArticleLanguageEnglish
TitleEvent-related advertising and the special case of sponsorship-linked advertising Author(S)Sarah J Kelly (Author)
Abstract  Corporate sponsorship is a valuable brand-building platform, typically leveraged by advertising and promotion. While advertising often 'uses news' to connect to meaningful events, sponsorship contracts create a special category of advertisers that have official rights to event affiliation. In fact, sponsorship-linked marketing creates two special categories of advertiser ...Paginationp15-37
SubjectManagementDescriptorsAdvertising
Journal TitleInternational Journal of Advertising  
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