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In order that a manager ensures the smooth running of all project activities through to a successful conclusion he must use the manpower at his disposal to best effect, commit the financial resources available economically, and meet the necessary time deadlines. This requires a significant effort in planning, the typical plan elements comprising project purpose (objectives); job scope; basis of feasibility; division of responsibilities; responsible personnel; organisation chart; financing arrangements; agreements (contracts); schedule (programme); administrative plans; cost/progress reports/controls; legal, planning and insurance; and implementation of construction.

Arts sponsorship is very much a Cinderella sister of sports sponsorship. The amounts involved are vastly different, media exposure is much smaller and advertising opportunities are less. Major objectives of arts sponsors are promotion of the corporate image, enhancement of community relations, and, to a certain degree, the promotion of brand awareness. An in‐depth case study by Middlesex Business School of the Peterborough Festival of Country Music revealed four main types of sponsors. Sponsorship was identified as coming together in a field of flux rather than a strict matching. Characteristics of both the Company and Event were identified which were influential in determining the process of sponsorship. When identified, these characteristics enable an accurate picture of the sponsorship relationship to be drawn. With this in focus, wider issues of control and policy, social influences and ideology in relation to cultural issues may be considered.

Tobacco has exercised the interest of the nation since Elizabethan times, and the inhalation of its smoke for pleasure has become very widespread. It was not until the mid‐twentieth century, however, that its effects upon health were suspected. It is now widely accepted that tobacco smoke is implicated in a range of dangerous diseases, although the tobacco industry sometimes argues that the link is not proven. The arguments about the conflicting needs of a large, world‐wide industry and the health and prosperity of individuals and society are complex, and often influenced by conflicting vested interests. Government's involvement in the issues is further complicated by its reliance upon large tobacco revenues. The link between advertising and increased smoking, either by existing or new smokers, is not proved by research, although there are strong indications that it exists. The behaviour of most parties involved, including the tobacco companies, indicates that they share the belief of a link. Voluntary controls upon tobacco advertising have had some effect, in that, for example, advertising in the U.K. is no longer overtly directed at children, but various anti‐smoking lobbies believe voluntary control to be ineffective. The present British government has toyed wth the possibility of statutory control, but faces stiff opposition from back‐benchers and within the cabinet; it is also probably philosophically opposed to such measures. More research is needed into the link between advertising and smoking behaviour.