ISBN:
9780415533874
Language:
English
Pages:
Online-Ressource (160 p)
Parallel Title:
Print version Event Sponsorship
DDC:
394.2068
Keywords:
Electronic books
Abstract:
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 fun
Description / Table of Contents:
Cover; Title Page; Copyright Page; Table of Contents; List of illustrations; Foreword; Acknowledgements; 1 What is sponsorship?; Learning outcomes; Introduction; What is the marketing mix?; What are integrated marketing communications?; What is sponsorship?; Trends in sponsorship; A short history of sponsorship; Summary; Discussion questions; References; 2 Sponsorship as a marketing medium; Learning outcomes; Introduction; Sponsorship as marketing communication channel; Conclusion; Discussion questions; References; 3 The marketing benefits to the sponsor; Learning outcomes; Introduction
Description / Table of Contents:
Brand awarenessBrand image; Target market specific audiences; Media coverage; Hospitality and entertainment for clients; Client data base additions; Sales promotion; Product exposure; Conclusion; Discussion questions; References; 4 The 'fit' between sponsor and sponsee; Learning outcomes; Introduction; What is 'fit'?; Criteria for fit; Expectancy; Relevancy; Dimensions of fit; Target market; Image; Geography; Typicality; Complementarity; Clash; Conclusion: fit in a sponsorship proposal; Discussion questions; References; 5 Integrated marketing communication; Learning outcomes; Introduction
Description / Table of Contents:
BackgroundLevels of integration; Benefits of IMC; Sponsorship and IMC; Social media and impact on IMC; Barriers to IMC; Communications theory; Attention, Interest, Desire and Action - AIDA; Principles of IMC; Sponsorship and IMC; Summary; Discussion questions; Bibliography; 6 The sponsorship proposal; Learning outcomes; Introduction; Two approaches; Sponsorship prospectus; Sponsorship proposal; Target markets; Delivery of benefits; Sponsorship package; Preparation; Staff resources; Marketing plan; Audience profile; Organisation audit; Developing the benefits package; Sponsorship 'hierarchy'
Description / Table of Contents:
Establishing valueThe dilemma of contra; Carrying it off; Step 1 - creating a hit list; Step 2 - developing the proposal; Step 3 - selling the sponsorship; Step 4 - servicing the sponsorship; Looking at the event marketing plan from a sponsor's perspective; Benefits inventory; Sponsorship proposal template; Executive summary; Background on company; Background on event; Market research; The pitch; The benefits; Marketing plan; Organisation inventory; Audience; Membership; Mailing list; Current/past sponsors; Government support; Board/patrons; Sister/linked organisations; Image
Description / Table of Contents:
Sponsorship targetsBenefits; Partnerships/cross promotions; Marketing and advertising; On-site; Useful printed information for preparing the proposal; Sponsorship servicing plan; Summary; Bibliography; 7 Managing the sponsorship; Learning outcomes; Introduction; Sponsorship agreements; Breach of contract; Contract; Contents of a contract; Term of contract; Publicity; Corporate entertainment; Ambush marketing; Protecting the event; Trademark; Legislation; Sponsorship management plan; Maintain long-term relationships between sponsor and the event producer; Effective resource management; Summary
Description / Table of Contents:
Discussion questions
Note:
Description based upon print version of record
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