Brief Study on the Economic Value of Advertising in Great Sports Event

Conference paper
Part of the Advances in Intelligent and Soft Computing book series (AINSC, volume 158)

Abstract

The paper, taking 2008 Beijing Olympic Games for example, elaborates current situation of sports advertising at home and abroad from macro perspective, and then has a research on sports advertising type and reciprocity between advertising and sports event. Sports advertising type is divided according to characteristics of advertising, which is convenient for sports advertising to study and summarize. Discussion on the economic value of sports advertising entailed in China’s sports event can better provide service for companies and their brands.

Keywords

sports event Advertising brand economic value 

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Copyright information

© Springer-Verlag GmbH Berlin Heidelberg 2012

Authors and Affiliations

  1. 1.Institute of Art and FashionTianjin Polytechnic UniversityTianjinP.R. China

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