There are as many deals as there are programmes

Date of publication: September 1, 1987

Author: Alan Morris

Abstract:

The paper shows that the accelerating changes in media and advertising practices have created an environment in which programme sponsorship will thrive. Based on a thorough analysis of the main strategic trends in Europe, North America and the rest of the world, the paper shows that media budgets will increasingly be devoted directly to the development of programming.

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