Matrimonial property
How a programme can become the shared asset of both its maker and its sponsor
Richard Holliday
Programmes are like brands, with loyal users and distinct values. The marriage of a sponsor with a programme - fully integrated sponsorship - is claimed to confer total benefits far greater than the sum of its parts.
We, the media, have worked hard to make advertising more of a science. When one buys airtime now, one has a pretty exact idea of both its quality and its quantities. It is measurable, comparable and valuable.
The ingredients that go into the...