Abstract
Abstract: Keywords in Advertising articles provide short lectures on an important concept to help understand advertising's place in society, culture, history, and the economy. This article focuses on sponsorship: the act of supporting an event, activity, person, or organization financially or through providing products or services in return for an opportunity to advertise. It's not a new strategy: advertisers have long used events and programs to get consumers' attention. The first video provides an overview of how advertisers used sponsorship in early broadcasting, when barking sled dogs and jokes about Jell-O were integrated into sponsored radio shows. The second video includes examples of early television sponsorship, including singing gas station attendants for Texaco and future President Ronald Reagan promoting electricity for General Electric. The third video is an overview of how advertisers are using sponsorship today and includes clips from Hawaii 5-0 and Cherries Wild . A recommended reading list provides other sources to learn more about sponsorship and its associated topics.
Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
