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Keywords: Promotional genres
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2020) 21 (4): 617–631.
Published: 28 April 2020
... and include promotional documentation encoded by the sponsor brand. Because of the synergy effect of cross-media promotion (Hardy, 2010 ; Voorveld et al., 2011), as well as the demographic diversity of Formula E stakeholders, three promotional genres related to all 2017–2019 races were emphasised...
