This book focuses on how the sponsorship of sports works: the costs, the goals, evaluation and selection of the property a sponsor chooses, how to activate a sponsorship, how to create a brand association, public relations and brand image possibilities. Anything is possible in a sponsorship, it is simply what the sponsor and the property can agree to during their negotiations. There is, for example, the opportunity for product category exclusivity--no competing brand at a particular location. With the audience being harder to reach because of technology, sponsorship continues to be a viable…mehr
This book focuses on how the sponsorship of sports works: the costs, the goals, evaluation and selection of the property a sponsor chooses, how to activate a sponsorship, how to create a brand association, public relations and brand image possibilities. Anything is possible in a sponsorship, it is simply what the sponsor and the property can agree to during their negotiations. There is, for example, the opportunity for product category exclusivity--no competing brand at a particular location. With the audience being harder to reach because of technology, sponsorship continues to be a viable way to obtain brand exposure and better connect a brand with a consumer. With global sponsorship spending totaling more than $51 billion, it is clear that many companies see this as an important promotional communication strategy. Instructors considering this book for use in a course may request an examination copy here.
John A. Fortunato is a professor at New York's Fordham University in the Gabelli School of Business, Area of Communication and Media Management. He is the author of five books and has published more than 50 journal articles and book chapters.
Inhaltsangabe
Table of Contents Acknowledgments Foreword by Tony Ponturo Introduction One. Promotional Communication and Persuasion Elaboration Likelihood Model Elaboration Likelihood Model and Promotional Communication Branding Process Achievement of Goals Leading to Persuasion Brand Recall Two. The Principles of Sponsorship Product Placement Sponsorship De ned The Property Need for Revenue Sponsors as Property Promoters The Sponsorship Negotiation Process The Role of Agencies in the Sponsorship Process Three. Sponsorship Selection: Audience Variables, Cost deleteand Exclusivity Property Selection Overview Property Selection: Target Audience Property Selection: Income Property Selection: Geographic Scope Property Selection: Common Interest Sponsorship Timing Sponsorship Cost Sponsorship Exclusivity Product Category De nition Four. Sponsorship Selection: Game/Event Brand Exposure Opportunities Through Media Sponsored Elements Within the Broadcast Stadium and Arena Naming Rights Sponsorship Sponsor Role in Stadium Construction and Financing College Football Bowl Game Sponsorship Audience Reaction to Sponsorship Five. Sponsorship Selection: Brand Association Brand Congruence Individual (Self) Congruence Sponsor Congruence Sponsor Congruence: Image Sponsor Congruence: Functional Geographic Congruence Multiple-Sponsor Congruence Consumer Behavior Purchase Congruence Uniform/Apparel Sponsorship University Uniform and Equipment Sponsorship Six. Sponsorship Activation Activation Spending Activation: Planning and Customization Activation: Brand Association Activation: Brand Theme Activation: Fan Experiences Activation in Practice Activation In-Stadium/In-Arena Non-Stadium/Arena Activation Hospitality Credit Card Industry Sponsorship Retention and Renewal Seven. Hindrances to a Successful Sponsorship Advertising Clutter Ambush Marketing Ambush Marketing Practices Ambush Marketing Remedies League and Team Con ict: The Legal Battles League and Team Con ict in Practice Non-Rights Holder Media Con ict Company Scandal Fans of Rivals Eight. Sponsorship of Individuals Endorser Characteristics Expertise Individual Sponsors Activation Athlete and League/Team Con ict Athlete Misbehavior Con ict Repair Strategies Athlete Injury Nine. Sponsorship and Corporate Social Responsibility The Functions of Public Relations Corporate Social Responsibility Sponsorship Selection: A Corporate Social Responsibility Initiative Corporate Social Responsibility Outcomes Corporate Social Responsibility and Sports Sponsorship Ten. Sponsorship Evaluation Methods of Evaluation: Brand Exposure Metrics Evaluation: Digital Technologies Return on Investment (ROI) Return on Objectives (ROO) Evaluation and Planning Who Should Measure? Conclusion References Index
Table of Contents Acknowledgments Foreword by Tony Ponturo Introduction One. Promotional Communication and Persuasion Elaboration Likelihood Model Elaboration Likelihood Model and Promotional Communication Branding Process Achievement of Goals Leading to Persuasion Brand Recall Two. The Principles of Sponsorship Product Placement Sponsorship De ned The Property Need for Revenue Sponsors as Property Promoters The Sponsorship Negotiation Process The Role of Agencies in the Sponsorship Process Three. Sponsorship Selection: Audience Variables, Cost deleteand Exclusivity Property Selection Overview Property Selection: Target Audience Property Selection: Income Property Selection: Geographic Scope Property Selection: Common Interest Sponsorship Timing Sponsorship Cost Sponsorship Exclusivity Product Category De nition Four. Sponsorship Selection: Game/Event Brand Exposure Opportunities Through Media Sponsored Elements Within the Broadcast Stadium and Arena Naming Rights Sponsorship Sponsor Role in Stadium Construction and Financing College Football Bowl Game Sponsorship Audience Reaction to Sponsorship Five. Sponsorship Selection: Brand Association Brand Congruence Individual (Self) Congruence Sponsor Congruence Sponsor Congruence: Image Sponsor Congruence: Functional Geographic Congruence Multiple-Sponsor Congruence Consumer Behavior Purchase Congruence Uniform/Apparel Sponsorship University Uniform and Equipment Sponsorship Six. Sponsorship Activation Activation Spending Activation: Planning and Customization Activation: Brand Association Activation: Brand Theme Activation: Fan Experiences Activation in Practice Activation In-Stadium/In-Arena Non-Stadium/Arena Activation Hospitality Credit Card Industry Sponsorship Retention and Renewal Seven. Hindrances to a Successful Sponsorship Advertising Clutter Ambush Marketing Ambush Marketing Practices Ambush Marketing Remedies League and Team Con ict: The Legal Battles League and Team Con ict in Practice Non-Rights Holder Media Con ict Company Scandal Fans of Rivals Eight. Sponsorship of Individuals Endorser Characteristics Expertise Individual Sponsors Activation Athlete and League/Team Con ict Athlete Misbehavior Con ict Repair Strategies Athlete Injury Nine. Sponsorship and Corporate Social Responsibility The Functions of Public Relations Corporate Social Responsibility Sponsorship Selection: A Corporate Social Responsibility Initiative Corporate Social Responsibility Outcomes Corporate Social Responsibility and Sports Sponsorship Ten. Sponsorship Evaluation Methods of Evaluation: Brand Exposure Metrics Evaluation: Digital Technologies Return on Investment (ROI) Return on Objectives (ROO) Evaluation and Planning Who Should Measure? Conclusion References Index
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