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Sponsorship and advertising: a comparison of their effects

✍ Scribed by Hoek, Janet; Gendall, Philip; Jeffcoat, Michelle; Orsman, David

Book ID
111860159
Publisher
Taylor and Francis Group
Year
1997
Tongue
English
Weight
208 KB
Volume
3
Category
Article
ISSN
1352-7266

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Statistics show that sponsorship of sports and other events is one of the fastest growing areas of promotion (Ukman, 1995), but the importance of this persuasion strategy is not reflected in the amount of attention it has received in the marketing literature. Although some research has been done in