Television sponsorship: using the credits to manufacture congruency
Abstract This paper reports upon an exploratory study into audience perceptions of television sponsorship. Two areas are considered; the relationship between television sponsorship and advertising, particularly in terms of creative execution, and the audience’s perceptions of the sponsor’s credits. Preliminary findings suggest that a fit between the creative content of the sponsor’s credits and the programme is as important for viewer approval as the fit between sponsor and programme.
Citation : Masterson, R. (2003) Television sponsorship: using the credits to manufacture congruency. Proceedings of the Academy of Marketing, Aston University.
Peer Reviewed : Yes