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Sponsorship TV ads as an Effective Brand Promotion Tool within the Highly Competitive Information Field

Student: Luzina Ekaterina

Supervisor: Asya Veksler

Faculty: School of Integrated Communications

Educational Programme: Specialist

Year of Graduation: 2014

<div>In this thesis the phenomenon of sponsor&#39;s advertizing on television is investigated and recommendations about its placement on domestic television are developed.&nbsp;</div><div>During research by the author the essence of information space, communication and sponsorship within marketing communications was studied; the television role in advance of a brand and its place in information space is defined; the concepts &quot;sponsorship&quot;, &quot;embedded advertising&quot;, &quot;product placement&quot; are compared among themselves, their common and distinctive features are revealed; advantages and possibilities of sponsor&#39;s placement on television are considered; the advertizing campaign TM &quot;Nanoplast Forte&quot; based on sponsorship television projects is studied and its efficiency is estimated; recommendations about placement of sponsor&#39;s advertizing on domestic television are made.</div><div>The assumption that sponsor&#39;s advertizing is the most optimum instrument of advance on television for producers with limited advertizing budgets from the point of view of efficiency of financial investments became a hypothesis of research.</div><div>The structure of work is presented by the introduction, three heads, 9 paragraphs, the conclusion, the list of references and appendices.</div>

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