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Utilising the medium of contemporary music

Date of publication: November 6, 1985

Catalogue: Seminar 1985: Below-The-Line And Sponsoring

Authors: Paul Pike, Dirk Spiers

Abstract:

To execute a successful sponsorship, it is essential that marketeers, identify, select and target their promotional activity in a skilful and selective manner. In the following paper we examine a major elusive target market, the youth, whilst demonstrating how the utilisation of contemporary music offers a unique medium for directly reaching, communicating and selling to them.

Paul Pike

Author

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Dirk Spiers

Author

This is a long description of some author details.

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Pike and Spiers (1985a, November 06). Utilising the medium of contemporary music. ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/the-medium-is-part-of-the-message-