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Title: Sponsorship of television programs
Authors: Gan, Ser Hui
Puah, Sor Bee
Woo, Mui Kwee
Keywords: DRNTU::Business
Issue Date: 1994
Abstract: The emergence of sponsorship as a significant form of marketing communication is a comparatively recent development. In the last decade, commercial sponsorship in the UK has developed into a 190 million pound industry of growing significance and professionalism. In Singapore, more funds are expected to be channeled into the sponsorship industry as the population becomes more affluent and standard of living gets higher. However, it is television sponsorship which is likely to be the area of greatest sponsor attention. The growth of new media, such as cable and satellite television, and less restrictive legislation regarding broadcasting is likely to ensure the future growth of television sponsorship. This study explores the various factors behind sponsorship's dramatic growth and attempts to justify the huge expenditures invested.
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:NBS Student Reports (FYP/IA/PA/PI)

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