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Research papers

Towards a qualitative control of television sponsorship of television sponsorship

In allowing advertisers to symbolically express their brand identity, TV sponsorship has become a privileged space for brand communication. Advertisers should keep in mind, however, that this method of communication which is difficult to control and...

Catalogue: Seminar 1991: The Expansion of Broadcast Media
Authors: Daniel Bo, Yves Krief
Company: SORGEM IMR
June 15, 1991
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Citation

Bo and Krief (1991a, June 15). Towards a qualitative control of television sponsorship of television sponsorship. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/towards-a-qualitative-control-of-television-sponsorship-of-television-sponsorship