Reklamiranje u sportu kao sredstvo savremene komunikacije
Sport Advertising As A Contemporary Communication Tool

Summary/Abstract: The object of this study is advertising as a contemporary communication tool which is used by the marketers to persuade the prospective buyers to purchasing cer- tain product or service. While the main aim of this study refers the requirement that potentional readers should understand the use of sport as a mean to advertise to mass and diverse audiences, recognize how companies use sport when advertising their products to mainstream audiences, appreciate the unique challenges of marketing the sport products, become acquainted with historical context of advertising and adver- tising in sport, comprehend the role of sport sponsorship in sport advertising.

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