Resumen

LABARIEGA VILLANUEVA, Pedro Alfonso. El patrocinio publicitario: una novel figura contractual, una nueva forma de comunicar y una modalidad de la estrategia de marketing. Bol. Mex. Der. Comp. [online]. 2008, vol.41, n.123, pp.1343-1370. ISSN 2448-4873.

The sponsorship is presented like a complex phenomenon, that requires to be analyzed under diverse foci: the economic one, the communication one and the legal one. Exactly, in this opportunity we will should to examine the applicable legislation, the general end of the contract of sponsorship advertising, the nomenclature of the same one, the delimitation and its characteristics.

Palabras llave : advertising; business communication; sponsor; sponsorship; sponsorship advertising.

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