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what do you think about this kind of advertising?


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The approach is still very different in nature. :eng101: Tony Meenaghan (2001) explains this in his research article "Sponsorship and Advertising: A comparison of Consumer Perceptions" (Psychology & Marketing, Vol. 18(2):191-215)

Sponsorship is perceived as beneficial whereas advertising is considered as selfish. Sponsorship is indirect and subtle while advertising tends to be direct and forceful. Regarding sponsorship, the intent to persuade is disguised. In advertising the persuasion intention is overt. As for defence mechanisms, sponsorship is characterized by a lower state of alertness resulting in better acceptance and a lower level of conscious registration.

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