Television sponsorship: using the credits to manufacture congruency
| dc.contributor.author | Masterson, Rosalind | en |
| dc.date.accessioned | 2012-06-19T10:12:35Z | |
| dc.date.available | 2012-06-19T10:12:35Z | |
| dc.date.issued | 2003 | |
| dc.description.abstract | 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. | en |
| dc.identifier.citation | Masterson, R. (2003) Television sponsorship: using the credits to manufacture congruency. Proceedings of the Academy of Marketing, Aston University. | en |
| dc.identifier.uri | http://hdl.handle.net/2086/6205 | |
| dc.language.iso | en | en |
| dc.peerreviewed | Yes | en |
| dc.publisher | Academy of Marketing Conference | en |
| dc.subject | sponsorship | en |
| dc.subject | congruency | en |
| dc.subject | television advertising | en |
| dc.subject | creative match | en |
| dc.subject | strategic fit | en |
| dc.title | Television sponsorship: using the credits to manufacture congruency | en |
| dc.type | Conference | en |