Sponsorship: For a Return on Investment - download pdf or read online

By Guy Masterman

ISBN-10: 0080550126

ISBN-13: 9780080550121

ISBN-10: 0750668377

ISBN-13: 9780750668378

ISBN-10: 0750686405

ISBN-13: 9780750686402

Sponsorship is either a severe communications software for sponsors in addition to a primary profit movement for rights vendors. industry leaders use sponsorship broadly and arguably extra effectively than the other communications software to accomplish aggressive virtue when occasions of all sizes rely on sponsorship simply to exist. because the significance of sponsorship has elevated the calls for of it have risen too. Now sponsors search measurable go back on their funding. Sponsorship: For a go back on funding offers a distinct perception at the use of sponsorship for a go back on funding and should attract practitioners and undergraduate and postgraduate scholars alike. It builds a conceptual framework for the improvement, making plans, implementation and evaluate of techniques for game, arts, song and group sponsorship, and from views: * For rights vendors, the significance of successfully buying after which constructing a bespoke method for the recruitment of sponsors for powerful sponsorship programmes. * For sponsors, a greater figuring out of the way sponsorship can be utilized for profitable built-in advertising and marketing communications. A huge collection of examples and case experiences from world wide are supplied with a purpose to reveal the significance of sponsorship on a world foundation. * the 1st textual content to hide in-depth, sponsorship within the activities and rest industries. * Builds a conceptual framework for the advance, making plans, implementation and overview of sponsorship thoughts for either sponsors and rights vendors within the activities and rest industries. * crucial analyzing for either scholars and practitioners around the activities and relaxation sectors, who have to appreciate the potential for sponsorship as a severe advertising and marketing communications instrument.

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Extra resources for Sponsorship: For a Return on Investment

Example text

There was little development of this simple association, yet sponsors expected to benefit, although often with no or few specifically set objectives. Indeed sponsorships were chosen either for the ‘gratuitous’ media exposure, the opportunity to corporately entertain, or unwisely, because of individuals’ decisions to sponsor for personal rather than corporate needs. Up to this time there were many examples of sponsorships that were selected because there were personal benefits for company owners and executives (Abbratt and Grobler, 1989; Head, 1988; Stotlar, 1993).

33, No. 3, pp. 328–348. Mintel (2002). Sponsorship Report. UK: Mintel. Mintel (2004). Sponsorship Report. UK: Mintel. Pitts, B. and Stotlar, D. (2002). Fundamentals of sport marketing, 2nd Edition. Morgantown, WV: Fitness Information Technology. Puig, J. (2006). Olympic marketing: Historical overview. University lectures on the Olympics. es/lectures (accessed 5 April 2006). Redmandarin (2004). The 2004 Redmandarin European Sponsors’ Survey. Full Report. In Association with The Sponsorship Research Company.

In the following year, having agreed a sponsorship with Boris Becker, their sales rose to 150,000 39 Sponsorship Explained (Pope, 1998b). Becker won his first Wimbledon that year and gained considerable exposure for his sponsor as a result. As this is an example of increased awareness, possibly resulting in increased sales, the sponsorship can be said to have indirectly contributed to increased sales. It is clear that elsewhere in the industry, direct objectives, where sales are indisputably as a result of a sponsorship, are being increasingly used.

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Sponsorship: For a Return on Investment by Guy Masterman


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