Event Title

Olympic Sponsor Advertising: The Impact of the Olympic Host Country on the Advertising Methods of Sponsors

Faculty Mentor

Mary Land

Keywords

Mary Land

Abstract

This study will attempt to discover if the host country for the Olympics affects the advertising methods of Olympic sponsors. The values displayed within advertisements of 10 Olympic Sponsors (Coca-Cola, Visa, Bell, McDonald’s, Kellog’s, Visa, Budweiser, Samsung, Johnson and Johnson, and Panasonic) that aired during the 2014 Sochi Olympics, 2012 London Olympics, and the 2008 Beijing Olympics will be analyzed and compared. The findings of this study will show if the Olympic’s host country affects how sponsors advertise their brands.

Session Name:

Advertising, Sponsorship, and Image in the Olympics

Start Date

4-4-2014 10:15 AM

End Date

4-4-2014 11:15 AM

Location

HSB 201

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Apr 4th, 10:15 AM Apr 4th, 11:15 AM

Olympic Sponsor Advertising: The Impact of the Olympic Host Country on the Advertising Methods of Sponsors

HSB 201

This study will attempt to discover if the host country for the Olympics affects the advertising methods of Olympic sponsors. The values displayed within advertisements of 10 Olympic Sponsors (Coca-Cola, Visa, Bell, McDonald’s, Kellog’s, Visa, Budweiser, Samsung, Johnson and Johnson, and Panasonic) that aired during the 2014 Sochi Olympics, 2012 London Olympics, and the 2008 Beijing Olympics will be analyzed and compared. The findings of this study will show if the Olympic’s host country affects how sponsors advertise their brands.