Niewykorzystany komunikacyjnie przez polski biznes potencjał Zimowych Igrzysk Olimpijskich w Pjongczang. Raport z badań
Missed communication by Polish business potential of the Olympic Winter Games in PyongChang. Research report
Author(s): Jarosław KończakSubject(s): Theory of Communication
Published by: Wydawnictwo Wydziału Dziennikarstwa, Informacji i Bibliologii Uniwersytetu Warszawskiego
Keywords: sponsorship;sponsorship communication;communication;brand building, sports;olympic games;olympic team;olympic movement
Summary/Abstract: The communication and marketing potential of the olympic games is not sufficiently used by companies in Poland. Limited sponsors’ rights, the lack of branding and promotional opportunities at the games, communication restrictions, short time of interest in the olympic team and a large number of other sponsors are the main reasons for the lack of interest in olympic sponsorship in Poland among commercial companies and limited brand communications.
Journal: Studia Medioznawcze
- Issue Year: 74/2018
- Issue No: 3
- Page Range: 103-113
- Page Count: 11
- Language: Polish