Sponsorship For A Return On Investment
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Sponsorship For A Return On Investment
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Author : Guy Masterman
language : en
Publisher: Routledge
Release Date : 2012-06-14
Sponsorship For A Return On Investment written by Guy Masterman and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-06-14 with Business & Economics categories.
Sponsorship is both a critical communications tool for sponsors as well as a fundamental revenue stream for rights owners. Market leaders use sponsorship widely and arguably more successfully than any other communications tool to achieve competitive advantage whilst events of all sizes depend on sponsorship just to exist. As the importance of sponsorship has increased the demands of it have risen too. Now sponsors seek measurable return on their investment. Sponsorship: For a Return on Investment provides a unique insight on the use of sponsorship for a return on investment and will appeal to practitioners and undergraduate and postgraduate students alike. It builds a conceptual framework for the development, planning, implementation and evaluation of strategies for sport, arts, music and community sponsorship, and from two perspectives: For rights owners, the importance of effectively acquiring and then developing a bespoke approach for the recruitment of sponsors for effective sponsorship programmes. For sponsors, a better understanding of how sponsorship can be used for successful integrated marketing communications. A broad selection of examples and case studies from around the world are provided in order to demonstrate the importance of sponsorship on an international basis. This book is vital resource for both students and practioners.
Sponsorship
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Author : Ardi Kolah
language : en
Publisher:
Release Date : 2006-01-01
Sponsorship written by Ardi Kolah and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006-01-01 with Sports categories.
Sponsorship Return On Investment
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Author : Jonathan Jensen
language : en
Publisher:
Release Date : 2018
Sponsorship Return On Investment written by Jonathan Jensen and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018 with categories.
The Moderating Effect Of Identification On Return On Investment From Sponsor Brand Integration
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Author : Jonathan A. Jensen
language : en
Publisher:
Release Date : 2018
The Moderating Effect Of Identification On Return On Investment From Sponsor Brand Integration written by Jonathan A. Jensen and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018 with categories.
Purpose: The achievement of a requisite return on investment (ROI) from a brand's investment in sponsorships of sport events is becoming increasingly important. Consequently, evolving trends in the consumption of the live television broadcasts of such events (e.g., increased usage of second screens by consumers) are an important consideration. This study examines the impact of second screen use during sport broadcast consumption on important marketing outcomes (i.e., brand awareness and the perceived value and intrusiveness of sponsor brand integration), and whether effectiveness is dependent on the consumer's level of identification with the sport being broadcast. Design/Methodology/Approach: A 2x2 (experimental/control and high SportID/low SportID) between-subjects experimental design featuring the broadcast of a sport event as the stimuli was utilized to examine a potential interaction effect between sport identification and second screen use on three dependent variables important for sport sponsors. Findings: Results confirmed that those with a high level of sport identification realized significantly higher levels of brand awareness for sponsors integrated into the broadcast. However, when consumers were asked to engage in second screen use, the experiment revealed a moderating effect of sport identification on the impact of second screen use, for both brand awareness and the perceived value of the brand integration.Originality/Value: Consumers with higher levels of sport identification are an important target of sport sponsorship activities by brand marketers. Given this, the implication that second screen use can reduce the effectiveness of important sponsorship-related outcomes such as brand awareness is a sobering result for marketers expecting a positive ROI from sponsorships of sport events.
Sponsorship S Holy Grail
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Author : Raymond Bednar
language : en
Publisher: iUniverse
Release Date : 2005
Sponsorship S Holy Grail written by Raymond Bednar and has been published by iUniverse this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005 with Business & Economics categories.
Who holds the upper hand when a company considers investing millions of dollars in a hot sponsorship property? All too often, sponsors find themselves considering what look like "take it or leave it" deals with little or no guarantee of a return on their investment. Sponsorship's Holy Grail levels the playing field for sponsors by providing an objective, step-by-step, process-driven methodology that assures that the relationship will deliver measurable results. Whether considering a new sponsorship opportunity, monitoring performance of an existing relationship or entering into negotiations for renewal, Sponsorship's Holy Grail puts the prospective sponsor in an unprecedented position of strength. Learn to negotiate based on business goals. Obtain the most essential sponsorship benefits without paying for unproductive frills. Compare opportunities with confidence. Best of all, be confident and prepared when the chairman calls to find out what the company is getting for its money. A ballplayer wouldn't think of stepping up to home plate without a bat in his hands. After reading Sponsorship's Holy Grail, corporate decision-makers will be ready to knock their next sponsorship deal out of the park.
Ieg Sr Briefing
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Author : Lesa Ukman
language : en
Publisher:
Release Date : 1997-09-01
Ieg Sr Briefing written by Lesa Ukman and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1997-09-01 with Business & Economics categories.
Analyzing Return On Investment In Sponsorship
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Author : Jonathan A. Jensen
language : en
Publisher:
Release Date : 2014
Analyzing Return On Investment In Sponsorship written by Jonathan A. Jensen and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014 with categories.
Determining return-on-investment (ROI) for corporate sponsorship of events, teams, and leagues remains an evolving science. To advance ROI analysis in sponsorship, we utilize data on sponsorship prices and the televised brand exposure of sponsors in Formula One (F1) motor racing. Results validate a strong link between sponsored team performance and both sponsors' realized brand exposure and price paid, which is also influenced by sponsorship level and congruence factors. Surplus ROI is more likely for sponsors of better performing teams, sponsors that affiliate at a high level and sponsors outside of the automotive industry.
Ieg Sr Briefing
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Author : Lesa Ukman
language : en
Publisher:
Release Date : 1995-09-01
Ieg Sr Briefing written by Lesa Ukman and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1995-09-01 with Business & Economics categories.
Getting A Return On Your Sports Sponsorship Investment
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Author : Briana Gerhart
language : en
Publisher:
Release Date : 1999
Getting A Return On Your Sports Sponsorship Investment written by Briana Gerhart and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1999 with categories.
Event Sponsorship
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Author : Bruce E. Skinner
language : en
Publisher: Wiley
Release Date : 2002-10-18
Event Sponsorship written by Bruce E. Skinner and has been published by Wiley this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002-10-18 with Business & Economics categories.
State-of-the-art methods for finding, securing, and retaining the best corporate sponsors The authoritative guide to creating and closing deals with irresistible ROIs Event Sponsorship provides step-by-step guidelines for attracting, signing, and keeping sponsorship for any event, including festivals, conventions, expositions, sporting events, arts and entertainment spectaculars, charity benefits, and much more. This hands-on resource presents successful strategies and tools for staying competitive in today's market by offering corporate sponsors the highest return possible on their investment. Leading experts give real-world advice for researching and targeting prospective companies, developing a sponsorship marketing plan, creating an effective proposal, selling the sponsorship, and negotiating a deal. Learn how to bring increased sponsorship dollars to any event by: Placing value on sponsorships Expanding the value of a sponsor Creating the best image for an event Networking with other event professionals worldwide With complete coverage including case studies, legal issues, the Internet, the sophisticated corporate customer, non-sports sponsorship opportunities, and an international view of sponsorship, Event Sponsorship is a powerful tool for event managers and other event professionals. THE WILEY EVENT MANAGEMENT SERIES-Series Editor, Dr. Joe Goldblatt, CSEP THE WILEY EVENT MANAGEMENT SERIES provides professionals with the essential knowledge and cutting-edge tools they need to excel in one of the most exciting and rapidly growing sectors of the hospitality and tourism industry. Written by recognized experts in the field, the volumes in the series cover the research, design, planning, coordination, and evaluation methods as well as specialized areas of event management.