Television sponsorship: using the credits to manufacture congruency

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dc.contributor.author Masterson, Rosalind en
dc.date.accessioned 2012-06-19T10:12:35Z
dc.date.available 2012-06-19T10:12:35Z
dc.date.issued 2003
dc.identifier.citation Masterson, R. (2003) Television sponsorship: using the credits to manufacture congruency. Proceedings of the Academy of Marketing, Aston University. en
dc.identifier.uri http://hdl.handle.net/2086/6205
dc.description.abstract Abstract This paper reports upon an exploratory study into audience perceptions of television sponsorship. Two areas are considered; the relationship between television sponsorship and advertising, particularly in terms of creative execution, and the audience’s perceptions of the sponsor’s credits. Preliminary findings suggest that a fit between the creative content of the sponsor’s credits and the programme is as important for viewer approval as the fit between sponsor and programme. en
dc.language.iso en en
dc.publisher Academy of Marketing Conference en
dc.subject sponsorship en
dc.subject congruency en
dc.subject television advertising en
dc.subject creative match en
dc.subject strategic fit en
dc.title Television sponsorship: using the credits to manufacture congruency en
dc.type Conference en
dc.peerreviewed Yes en


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