Business sponsorship:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Oxford u.a.
Butterworth-Heinemann
1991
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | X, 211 S. |
| ISBN: | 0750600128 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804119176495759360 |
|---|---|
| adam_text | Contents
Preface ix
1 The benefits of sponsorship 1
What is sponsorship? 1
Image 3
Target specific audiences 4
Target specific areas 5
Advertising opportunities 6
Media coverage 6
Direct marketing 8
Sales promotion 9
Client entertainment 10
Prestige 10
Corporate goodwill 11
Cost effectiveness 12
Chairman s whim 12
2 Before you consider sponsorship 14
Set the objectives 14
Where should the decision be made? 15
Defining your current situation 16
Defining the objectives 17
The target audience 20
What is the message? 22
Is sponsorship the right vehicle? 24
Checklist 25
3 Sponsorship opportunities 29
Sport 29
The arts 35
Broadcasting 40
Books and publications 48
Competitions and prizes 50
Expeditions 53
Record attempts 56
Education 58
The environment 62
Community affairs 66
Charities 70
Contents
Tourist industry 74
People 77
Other opportunities 82
4 Managing the sponsorship 85
The in house team 85
Using a sponsorship consultancy 87
The working structure 103
The budget 103
5 Identifying the right sponsorship 105
Receiving an approach 105
Making an approach 110
Negotiating the benefits 114
What are the benefits worth? 114
The timescale 115
Tax considerations 116
The contract 118
6 Making it work 121
The plan 121
Image 122
Corporate identity 123
Advertising 124
Media relations 129
Client entertainment 142
Staff incentives 151
Linked promotions and competitions 153
Direct marketing 157
Research 159
7 Finding a sponsor 162
What can you offer? 162
Sponsorship seeker s checklist 165
The proposal document 173
8 Working in sponsorship 182
Sponsorship consultancies 182
Sponsoring companies 184
Organizations seeking sponsorship 186
Have you the right experience? 186
Your curriculum vitae 187
The secretary route 192
Where to look for vacancies 193
The interview 196
vi
Contents
Appendix The Independent Television Commission
Code of Programme Sponsorship 198
Index 209
vii
|
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| geographic_facet | Großbritannien |
| id | DE-604.BV005068727 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-09T16:22:02Z |
| institution | BVB |
| isbn | 0750600128 |
| language | English |
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| physical | X, 211 S. |
| publishDate | 1991 |
| publishDateSearch | 1991 |
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| publisher | Butterworth-Heinemann |
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| spelling | Gillies, Caroline Verfasser aut Business sponsorship Caroline Gillies 1. publ. Oxford u.a. Butterworth-Heinemann 1991 X, 211 S. txt rdacontent n rdamedia nc rdacarrier Parrainage publicitaire - Grande-Bretagne ram Corporate sponsorship Great Britain Sponsoring (DE-588)4207431-9 gnd rswk-swf Großbritannien Großbritannien (DE-588)4022153-2 gnd rswk-swf Sponsoring (DE-588)4207431-9 s DE-604 Großbritannien (DE-588)4022153-2 g HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=003102084&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Gillies, Caroline Business sponsorship Parrainage publicitaire - Grande-Bretagne ram Corporate sponsorship Great Britain Sponsoring (DE-588)4207431-9 gnd |
| subject_GND | (DE-588)4207431-9 (DE-588)4022153-2 |
| title | Business sponsorship |
| title_auth | Business sponsorship |
| title_exact_search | Business sponsorship |
| title_full | Business sponsorship Caroline Gillies |
| title_fullStr | Business sponsorship Caroline Gillies |
| title_full_unstemmed | Business sponsorship Caroline Gillies |
| title_short | Business sponsorship |
| title_sort | business sponsorship |
| topic | Parrainage publicitaire - Grande-Bretagne ram Corporate sponsorship Great Britain Sponsoring (DE-588)4207431-9 gnd |
| topic_facet | Parrainage publicitaire - Grande-Bretagne Corporate sponsorship Great Britain Sponsoring Großbritannien |
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