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| Author: | Masterson, R. |
| Title: | The importance of creative match in television sponsorship |
| Journal: | International Journal of Advertising
2005 : VOL. 24:4, p. 505-526 |
| Index terms: | sponsorship television advertising young people |
| Language: | eng |
| Abstract: | It is widely accepted that there should be a good fit between sponsor and sponsored. In this paper, young television viewers' respond to television sponsors' credits and to the sponsorship they announce is examined. It was shown that although viewers expected a fit between the programme and the product or its image, they would accept a sponsor that added to the entertainment value of the programme. |
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