Integrated advertising and sponsorship in corporate marketing through televised sport
| Data(s) |
01/01/2003
|
|---|---|
| Resumo |
To determine how integrated TV advertising and event sponsorship should be managed, a theoretical framework derived from exploratory research was validated by 16 experts and used in 12 case studies. The research identified the key techniques that led to increased corporate sales - 4 key campaign steps and four key objectives with necessary performance measures, |
| Identificador | |
| Idioma(s) |
eng |
| Publicador |
Deakin University, Faculty of Business and Law, Bowater School of Management and Marketing |
| Relação |
http://dro.deakin.edu.au/eserv/DU:30026779/smolianov-integratedadvertising-2003.pdf |
| Palavras-Chave | #Television advertising - Management #Corporate sponsorship - Management #Television broadcasting of sports |
| Tipo |
Thesis |
