TV imbues brand with validity and fame
David Peters
Broadcast association impacts on viewers' emotional/implicit minds and can bestow stature and legitimacy to brands as Gordon's Gin's partnership with the TV chef Gordon Ramsay demonstrated
The evolution of television sponsorship from simple credits around a programme, used as a cheap alternative to TV advertising, into a marketing platform in its own right, has occurred largely due to a much better understanding of how sponsorship works and the role it can play in achieving a brand's marketing objectives through association.
Many bespoke research studies have been conducted over the years to...