摘要
在对媒体特性分析的基础上 ,进一步探讨各媒体在体育赞助各部份 (展示、相关性、沟通 )中的效力 ,为体育赞助商在体育赞助中选择和使用各类媒体以提高效益提供理论依据。
Based on analysis of media character, the author approach media efficiency towards three parts of sponsorship, which provide theoretical basis for sport sponsor to choose and use different media during their sponsorship.
出处
《南京体育学院学报（社会科学版）》
2003年第1期11-12,共2页
Journal of Nanjing Institute of Physical Education
