Television and Sponsorship Book

Offers a comprehensive and challenging picture of the past, present and future role of sponsorship on television. This book is intended for TV and marketing professionals wishing to devise successful sponsorship strategies for the future. Sponsorship on television is becoming ever more prevalent, from Beamish Stout on "Inspecter Morse" to Snickers and M&Ms for "European Football". This book examines the influential role that the sponsor has played in American film, radio and TV in the past. It goes on to provide an overview of the changing patterns of the European TV industry today, highlighting the problems and dilemmas facing broadcasters and advertisers. It demonstrates how sponsorship can play an important role in TV funding and how sponsorship deals can be planned. Finally, the book looks at the long-term prospects of sponsorship on TV.Read More