Sponsorship of television programs
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 expec...
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| Main Authors: | , , |
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| Other Authors: | |
| Format: | Final Year Project |
| Language: | English |
| Published: |
2015
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/64046 |
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| Institution: | Nanyang Technological University |
| Language: | English |
| Summary: | 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. |
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