Sponsorship In Marketing

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Sponsorship in Marketing

Author : T. Bettina Cornwell
Publisher : Routledge
Page : 213 pages
File Size : 49,6 Mb
Release : 2020-03-11
Category : Sports & Recreation
ISBN : 9781000036862

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Sponsorship in Marketing by T. Bettina Cornwell Pdf

Sponsorship of sports, arts or events can be a powerful form of marketing communication for businesses and organizations. This new edition of Sponsorship in Marketing introduces the fundamentals of sponsorship-linked marketing, helping the reader to understand how sponsorship can be planned, executed and measured. Drawing on original research and exploring key theory, best practice and cutting-edge issues, the book fully explains how the sponsor can implement successful sponsorship to achieve communication and engagement objectives. It covers every important conceptual and functional area of sponsorship in marketing communications, including: understanding the technology-led transformation of sponsoring learning about audiences, strategies and objectives leveraging and activation in traditional and social media building sponsorship portfolios and rosters managing and ending relationships understanding public policy and legal issues Every chapter includes international case studies and examples, test questions, and data from real organizations, business, campaigns and events, vividly illustrating the link between fundamental principles and effective practice. This updated edition features a new model of the sponsorship process with an ecosystem perspective, discussion of endorsers and influencers in sponsorship, an introduction to the impact of streaming on sponsoring, and entirely new thinking on sponsorship returns and evaluation. No other book provides such a comprehensive, evidence-based introduction to sponsorship, demonstrating how organizations can connect brands to real life. This is essential reading for all students and practitioners working in sport marketing, sport business, events marketing, arts administration, business communication or marketing management.

Sponsorship in Marketing

Author : T. Bettina Cornwell
Publisher : Routledge
Page : 213 pages
File Size : 53,9 Mb
Release : 2014-07-17
Category : Business & Economics
ISBN : 9781317810438

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Sponsorship in Marketing by T. Bettina Cornwell Pdf

Sponsorship of sports, arts or events can be a powerful form of marketing communication for businesses and organizations. This book introduces the fundamentals of sponsorship-linked marketing, helping the reader to understand how sponsorship can be planned, executed and measured. Drawing on original research, and exploring key theory, best practice and cutting-edge issues, this is also the only book to fully explain how the sponsor can implement successful sponsorship campaigns and achieve their communication objectives. The book covers every important conceptual and functional area of sponsorship in marketing communications, including: audiences, strategies and objectives leveraging and activation building sponsorship portfolios measurement and evaluation ambush marketing managing relationships internal audiences public policy and legal issues Every chapter includes case studies, examples and data from real organizations, business, campaigns and events, vividly illustrating the link between fundamental principles and effective practice. No other book provides such a comprehensive, evidence-based introduction to sponsorship, demonstrating how organizations can connect brands to real life. This is essential reading for all students and practitioners working in sport marketing, sport business, events marketing, arts administration, business communication or marketing management.

Reality Check

Author : Brent Barootes,Janet Gadeski
Publisher : Unknown
Page : 204 pages
File Size : 43,9 Mb
Release : 2014-07
Category : Corporate sponsorship
ISBN : 1927375185

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Reality Check by Brent Barootes,Janet Gadeski Pdf

A practical guide for Non-profits seeking productive sponsor relationships, this book is equally useful for sponsorship professionals and organizations that provide sponsorship. The "secret" to a successful sponsorship isn't really a secret at all. You will achieve far better longer-lasting results by selling solutions rather than begging for support. Reality Check is clearly written and easy to follow. Practical exercises help to ensure the concepts are relevant to your particular situation and easy to apply. This comprehensive sponsorship reference includes: - Inventory and Valuation - Finding your best prospects - Discovery session how-tos - Proposals that work - Activation tips - Fulfillment guidelines and more...

Sports Sponsorship and Marketing Communications

Author : Wim Lagae
Publisher : Financial Times/Prentice Hall
Page : 272 pages
File Size : 52,7 Mb
Release : 2005
Category : Communication in marketing
ISBN : UOM:39015062884286

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Sports Sponsorship and Marketing Communications by Wim Lagae Pdf

Sports Sponsorship and Marketing Communications concentrates primarily on the objectives of marketing communication of brands that invest in sport sponsoring and how sponsors can utilise sport sponsoring to achieve brand and sales-related objectives. This book provides a truly European approach to this emerging field and provides the reader with a very clear link between marketing communications theory and the practicalities of sports sponsorship. This book is written for any students studying sports marketing, sports management, physical education or broader marketing courses. The book also aims to reach professionals in this field.

What Sponsors Want: An Inspirational Guide For Event Marketers

Author : Mark Harrison
Publisher : World Scientific
Page : 301 pages
File Size : 49,8 Mb
Release : 2020-08-27
Category : Business & Economics
ISBN : 9789811219030

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What Sponsors Want: An Inspirational Guide For Event Marketers by Mark Harrison Pdf

This book offers a practical but conceptually grounded view of the future of sponsorship. It is based on the reality that the world of sponsorship marketing is far too focused on impressions, logos, and 'money can't buy experiences' — experiences which are miraculously secured with money. The author asks questions such as: 'Do any corporate sponsors really believe that more logos are what their consumers want?' and, 'do organizations selling sponsorship believe they have nothing more valuable to sell than digital and physical signage?'In a culmination of real-life experiences, industry learnings and third-party professional research, What Sponsors Want provides expert-supported arguments to show that the traditional bronze, silver and gold packages of sponsorship belong to a model of the past. In outlining the conceptual model for successful sponsorship, this book provides five key principles of what sponsors want for you to take on your next sponsorship challenge.

Event Sponsorship

Author : Ian McDonnell,Malcolm Moir
Publisher : Routledge
Page : 146 pages
File Size : 55,5 Mb
Release : 2013-12-04
Category : Business & Economics
ISBN : 9781136288784

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Event Sponsorship by Ian McDonnell,Malcolm Moir Pdf

This introduction to Event Sponsorship provides students with an essential understanding of the important role of sponsorship in an event, how this can be gained and successfully managed to the benefit of both the sponsor and sponsee. The text starts with an investigation of the origins of sponsorship and then considers all important elements of Events sponsorship management. It considers what sponsorship is, its history and evolution, what its marketing uses are, how it can used efficiently; the benefits it can bring to an event; and how its results can be measured. It also considers other funding sources for events including government grants, crowd source funding and merchandising. To reflect changes in the way firms communicate with their customers, there is a strong focus on the use of social media, e – marketing and technology in sponsorship. The text uniquely considers topics of sponsorship from perspective of both the sponsor and the sponsee (the event) to provide a holistic view of the sponsorship process. Case Studies are integrated throughout to show how both small and large scale events have successfully gained and used sponsorship as well as potential pitfalls to avoid. Learning outcomes, discussion questions and further reading suggestions are included to aid navigation throughout the book, spur critical thinking and further students’ knowledge. This is essential reading for all students studying Events Management.

Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications

Author : Management Association, Information Resources
Publisher : IGI Global
Page : 1723 pages
File Size : 42,9 Mb
Release : 2018-01-05
Category : Business & Economics
ISBN : 9781522551881

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Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications by Management Association, Information Resources Pdf

Consumer interaction and engagement are vital components to help marketers maintain a lasting relationship with their customers. To achieve this goal, companies must utilize current digital tools to create a strong online presence. Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications is an innovative reference source for the latest academic material on emerging technologies, techniques, strategies, and theories in the promotion of brands through forms of digital media. Highlighting a range of topics, such as mobile commerce, brand communication, and social media, this multi-volume book is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.

Improving the Performance of Sponsorship

Author : Ardi Kolah
Publisher : Routledge
Page : 320 pages
File Size : 41,6 Mb
Release : 2015-06-12
Category : Business & Economics
ISBN : 9781317444718

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Improving the Performance of Sponsorship by Ardi Kolah Pdf

Without a doubt, sponsorship is one of the most powerful promotional tools we have in the business of brand creation, brand recognition, and ultimately increasing sales. Moreover, brokering sponsors is a significant business in and of itself, something we often overlook. Considering sponsorship is a $50 billion a year market--and growing--marketers and students of business ignore its potential at the risk of missing hugely lucrative opportunities. To fail to understand sponsorship is to fail to understand marketing. If you're looking for an introduction to this topic, most books available only address sports sponsorship: the largest section of the market perhaps, but by no means the only one. Kolah's Improving the Performance of Sponsorship is a guide that examines all types of sponsorship, clearly explaining and defining its mechanics, advising on how to select the right properties, how to sell sponsorship, ethical issues, measurement and key legal principles. This book is all keen marketers will need for a thorough understanding of how sponsorship works.

Sports Sponsorship and Brand Development

Author : M. Beck-Burridge,J. Walton
Publisher : Springer
Page : 196 pages
File Size : 49,8 Mb
Release : 2001-11-07
Category : Business & Economics
ISBN : 9780230508224

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Sports Sponsorship and Brand Development by M. Beck-Burridge,J. Walton Pdf

Subaru and Jaguar provide outstanding examples of what can be achieved when brand development and relationship marketing are combined to create a world class brand. Subaru achieved victory in the World Rally Championship. Jaguar are now an important new player in Grand Prix racing. This book tells the inside stories behind these campaigns and brand building strategies, and will be of interest as compelling case studies of sports sponsorship and brand development.

Breakthrough Nonprofit Branding

Author : Jocelyne Daw,Carol Cone
Publisher : John Wiley & Sons
Page : 336 pages
File Size : 40,5 Mb
Release : 2010-10-01
Category : Business & Economics
ISBN : 9780470918685

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Breakthrough Nonprofit Branding by Jocelyne Daw,Carol Cone Pdf

A hands-on guide to help your nonprofit build its brand, raise its profile, strengthen impact and develop deeper relationships with donors, volunteers, and other stakeholders. Breakthrough Nonprofit Branding is about the power a constituency-focused, compelling brand can have to revolutionize an organization and the way people view and support it. Shows how to optimally define what your organization stands for to differieniate, create value and breakthrough Explains how to build loyal communities inside and outside of your organization to increase social impact Features seven principles for transforming a brand from ordinary trademark to strategic advantage Includes case studies of eleven breakthrough nonprofit brands and transferable ideas and practices that nonprofits of any size, scope or experience can implement Other title by Daw: Cause Marketing for Nonprofits: Partner for Purpose, Passion, and Profits A practical road map and essential tool for nonprofit leaders, board members, and volunteers, this book reveals the vital principles you need to know to build and manage your organization's most valuable asset – its brand. In today’s highly competitive nonprofit world, building a breakthrough brand is no longer a "nice to do," but the new imperative. Jocelyne Daw, a pioneer and leader in building business and community partnerships has over 25 years of nonprofit leadership experience. Carol Cone, named by PR WEEK as the most powerful and visible figure in the world of cause branding, has been linking companies and causes for over 25 years.

The Sponsorship Handbook

Author : Pippa Collett,William Fenton
Publisher : John Wiley & Sons
Page : 264 pages
File Size : 45,8 Mb
Release : 2011-03-28
Category : Business & Economics
ISBN : 9780470979846

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The Sponsorship Handbook by Pippa Collett,William Fenton Pdf

The Sponsorship Handbook is a practical guide to sponsorship aimed at practitioners both working for sponsoring companies and those searching for sponsorship. Using the tools, techniques, advice and best practice advocated in this book both sponsors and sponsor seekers will benefit from better servicing and activation once a sponsorship is implemented, with metrics that enable data-based accountability rather than hearsay. "Everyone in the sponsorship industry, from the biggest events and properties to the smallest, are benefitting from the increasing knowledge, data availability, metrics and professionalism in using sponsorship. The Sponsorship Handbook is a part of that process which we hope will bring future success and proven sound results to all in the complex and exciting world of sponsorship." —Luis Vicente, Head of Partnerships, Manchester City Football Club "An indispensable reference for any marketer who is keen to build his/her brand using sponsorship; the new ascending way to empower brands." —Faisal Al-Dail, Saudi Post

Cause Marketing for Nonprofits

Author : Jocelyne Daw
Publisher : John Wiley & Sons
Page : 320 pages
File Size : 46,8 Mb
Release : 2006-06-26
Category : Business & Economics
ISBN : 9780471927808

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Cause Marketing for Nonprofits by Jocelyne Daw Pdf

This book captures the exciting potential for business and nonprofits to partner for mutual benefit and discovery. Cause marketing aligns nonprofits and businesses to combine the power of their individual brands with a company's marketing might to achieve social and shareholder value while communicating their values. Cause Marketing for Nonprofits changes the way nonprofits view and execute cause marketing programs. It provides a wealth of hands-on, practical experience that can benefit any nonprofit organization interested in this innovative and growing form of generating revenue, building profile and achieving mission. No nonprofit can afford to ignore the contents of this important new book, the first designed specifically for the sector.

Sponsorship Strategy: Practical Approaches to Powerful Sponsorships

Author : Ken Ungar
Publisher : Unknown
Page : 128 pages
File Size : 47,6 Mb
Release : 2020-07-15
Category : Electronic
ISBN : 1735173177

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Sponsorship Strategy: Practical Approaches to Powerful Sponsorships by Ken Ungar Pdf

From neighborhood youth sports to major festivals to the Olympic Games, sponsorship is big business, generating an estimated $62 billion worldwide. It is now one of the most valuable tools to enhance a brand's image and promote sales. However, "strategy without tactics is the slowest route to victory," and organizations risk wasting valuable resources without the right approach.Combining decades of sponsorship experience with the insights of industry insiders, Ken Ungar, president and founder of CHARGE, developed Sponsorship Strategy: Practical Approaches to Powerful Sponsorships as a resource for anyone wanting to up their sponsorship game. This book blends research-based strategies with real-world experiences to help sports organizations, nonprofits, and corporate brands achieve the best results. Sponsorship Strategy offers straightforward advice, including how to:?Identify the shared target audience for sponsorship?Evaluate the potential impact of a sponsorship property?Leverage the "superpower" of image transfer?Employ B2B sponsorships, corporate social responsibility, and the first-mover advantageIt provides the reader with a strategic toolbox to improve sponsorship's return-on-investment.For the professional starting out in sponsorship, this book teaches the fundamentals of effective strategy. For the sponsorship veteran, Sponsorship Strategy offers a checklist of issues vital to making every sponsorship work better. Every marketer who wants powerful sponsorships needs to read this book.

3-Win Sponsorship: The Next Generation of Sports and Entertainment Marketing

Author : John R. Balkam
Publisher : Unknown
Page : 226 pages
File Size : 45,8 Mb
Release : 2019-12-02
Category : Business & Economics
ISBN : 1641373377

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3-Win Sponsorship: The Next Generation of Sports and Entertainment Marketing by John R. Balkam Pdf

Consumers today care about the values and behaviors of the companies from whom they purchase; they expect brands to align with their personal values. This rise of "conscious consumerism' means that businesses must adapt their operations and their marketing practices, accordingly. The need for a new approach to marketing has never been more apparent than in the sports and entertainment industry, where the stakes are high and the rewards are even higher. 3-Win Sponsorship is an in-depth look into how organizations can begin integrating purpose and social impact into sponsorship platforms. It examines the history of sponsorship, how the practice got to where it is today, and looks into how organizations can adapt their marketing efforts to take on these new challenges and succeed through social impact sponsorship deals. In this book, you'll learn about: - The history and origins of modern sponsorship- The 5 Principles of Effective 3-Win Sponsorship- Examples of 3-Win Sponsorship platforms such as: - How the Super Bowl 50 Host Committee created and executed the most giving, sustainable Super Bowl on record. - Why Nike stood by NFL athlete turned social justice activist, Colin Kaepernick, and how their business thrived because of it. - How Maple Leaf Sports & Entertainment teamed up with Hellman's to get fans engaged in the issue of food waste in Canada. - The growth of purpose-driven marketing and how to implement the 3-Win sponsorship framework at future events like the 2026 World Cup or the 2028 LA Olympics.3-Win Sponsorship will help brand marketers, sponsorship professionals, and corporate executives understand why purpose is the key to successful sponsorship deals going forward. This book will help close the gap between the corporate social responsibility (CSR) department and the marketing department, as it helps you understand the importance of integrating impact into sponsorship deals. In the next decade, the businesses who do good for people and the planet will win. 3-Win Sponsorship will help show you how to be a winner.

Sponsorship Marketing

Author : David G. Wilkinson
Publisher : Amusement Business
Page : 128 pages
File Size : 44,6 Mb
Release : 1993
Category : Sports sponsorship
ISBN : 0969202474

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Sponsorship Marketing by David G. Wilkinson Pdf