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Research papers

Sport sponsorship in isolation versus its integration into classical advertising

The following paper - focussing mainly on Germany - aims to provide some insight and a better understanding about the effectiveness of sport sponsorships. Firstly, an outline about the status of the German sponsorship market is given in order to show...

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions
Authors: Gabi Koschler, Jurgen Merz
Company: GfK
June 15, 1995