What Is Meant by "Partnership Signage"?
When taking the word "partnership" individually, one comes down to the meaning of someone or something that associates, collaborates or participates. And the word "signage" means commercial or public display of signs. However, Partnership Signage means at least two different things: a transparent sponsoring and a murky sponsoring.
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Example of Transparent Sponsoring
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Every sporting or cultural event in the world needs companies to finance their activities. At the Super Bowl, at the US Open, on a golf course--companies promote their services, their products or simply their brand during the event through advertising banners. This is called partnership signage.
Examples of Murky Sponsoring
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Most films are sponsored by companies to finance them, pay the actors, staff and numerous others. In addition to companies' names appearing at the end of the film, film producers nowadays do "product placement," where a product is featured in the film. Most TV shows are also sponsored by companies to finance the shows or may even offer products to contestants. At the beginning, during or at the end of the shows, the logos of these companies appear on the screen. And some product placement takes place, too. This is referred to as partnership signage.
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Differences
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The difference between the examples is that a transparent sponsoring is the apparent display of partnership to show as much as possible what a company does; a murky sponsoring is more of a subtle, sometimes even almost hidden, display of partnership where a company mostly engages its name and its reputation.
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References
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