Abstract:
What I propose to do is discuss a few of the key issues affecting sponsorship and then go into some detail about how we handle it in Ford, recognising that in our case the lines between sponsorship and sales promotion get rather blurred. I believe that sponsorship is an area where case studies can be enlightening - for mistakes as much as for successes.
This could also be of interest:
Research Papers
Sponsorship
Catalogue: Seminar 1985: Below-The-Line And Sponsoring
Author: Alessandro Cristofani
 
November 6, 1985
Research Papers
Broadcast sponsorship: The viewers' views
Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions
Author: Ivor Millman
 
June 15, 1995
Research Papers
Sponsorship
Catalogue: Seminar 1985: Below-The-Line And Sponsoring
Authors: Franz Kohl, Ton Otker
Company: Philips International
November 6, 1985
