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TV Sponsorship: Management Decisions and Performance Criteria

Student: Volkova Ekaterina

Supervisor: Yulia Pirogova

Faculty: Faculty of Creative Industries

Educational Programme: Media Management (Master)

Year of Graduation: 2020

The present work is devoted to identifying the features of managing TV sponsorship projects, taking into account the effective interaction of sponsors and TV channels. At present, more and more advertisers, both Russian and foreign think about alternative methods of promotion because the audience is fed up with advertising messages. Sponsored television advertising often becomes such an alternative option. The theoretical part of the work is considered of the concept and types of television sponsorship, the features of planning television sponsorship projects. In addition, it provides an overview of the theoretical approaches and applied research on the criteria for the effectiveness of TV sponsorship projects for the further application of the information received in the practical part of the work. The practical part of the work includes a description of the features of the organization of the management process of TV sponsorship projects and systematization of criteria for their effectiveness by summarizing the results of Desk research and expert interviews. In addition, it defines the relationship between sponsorship and the content of the TV channels and forms a list of trends in the development of television sponsorship in Russia. The research will be useful both for companies that want to use sponsorship on television, as well as for TV channels themselves. It can be used for developing promotion programs for companies in various industries and evaluating the effectiveness of TV sponsorship as a promotion tool.

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