Purpose – The purpose of this paper is to identify and describe the key driving forces in international sponsorship during the years preceding the 2008 Olympic Games in Beijing. Design/methodology/approach – A “means‐objectives model” is applied, thereby linking sponsorship to brand...

Creativity constitutes a significant element in advertising because it is related to competitive advantage, to advertising effectiveness and to the development of strong brands. Social advertising is a special case of advertising conveying social messages sent by non profit organizations. The...