The effective use of sponsorship:
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
London
Kogan Page
1994
|
| Edition: | 1. publ. |
| Series: | Marketing in action series
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | 125 S. graph. Darst. |
| ISBN: | 0749411260 |
Staff View
MARC
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Record in the Search Index
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|---|---|
| adam_text | Contents
Introduction 7
Chapter 1 Sponsorship and Charitable Donations
Today 9
Definitions 11
Sponsorship and charitable donations today 15
Chapter 2 The Role of Corporate Support 19
The relationship between business and the
community 20
Sponsorship 24
The sponsor s expectations 25
Charitable donations 32
Chapter 3 Matching Activity to the Corporate
Objectives 37
Five steps towards the right opportunity 39
Sponsorship opportunities 40
Objectives 41
The audience 42
Activity 44
Territory 46
The desired image of the company, its products
or brands 48
Chapter 4 Responsibilities and Policies 51
Whose function is it? 52
Establishing a policy 54
Developing a system for managing support 56
Chapter 5 Budgets and Planning 60
Evaluating existing sponsorships and charitable
donations 63
Planning 64
Preparing a sponsorship budget 65
Budgeting for charitable donations 68
Chapter 6 Managing Sponsorship 70
Seeking the right event 71
Sponsorship consultancy 72
Pitfalls to be avoided 73
The vital steps 75
Scheduling the sponsorship 76
Negotiating a sponsorship agreement 76
Communicating a sponsorship 79
Chapter 7 Managing Charitable Donations 84
Targeting donations 86
Assessing charities 91
Involving staff 94
Working with charities 95
Chapter 8 Media Relations 98
Media relations for sponsorship 100
Media relations for charitable donations 102
News 103
Features 105
Photographs 105
Contact with the media 106
Into the press room 110
On the air 111
Chapter 9 Assessing the Results 113
Monitoring sponsorship 113
Research 115
Monitoring press and broadcast coverage 117
Judging by results 118
Charitable donations 119
Bibliography and Further Information J20
Index 122
|
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| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
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| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 1. publ. |
| format | Book |
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| illustrated | Illustrated |
| indexdate | 2024-07-09T17:43:24Z |
| institution | BVB |
| isbn | 0749411260 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-006578316 |
| oclc_num | 59809539 |
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| owner | DE-703 |
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| physical | 125 S. graph. Darst. |
| publishDate | 1994 |
| publishDateSearch | 1994 |
| publishDateSort | 1994 |
| publisher | Kogan Page |
| record_format | marc |
| series2 | Marketing in action series |
| spelling | Wragg, David W. 1946- Verfasser (DE-588)124555772 aut The effective use of sponsorship David Wragg 1. publ. London Kogan Page 1994 125 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketing in action series Corporate sponsorship Sponsoring (DE-588)4207431-9 gnd rswk-swf Sponsoring (DE-588)4207431-9 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006578316&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Wragg, David W. 1946- The effective use of sponsorship Corporate sponsorship Sponsoring (DE-588)4207431-9 gnd |
| subject_GND | (DE-588)4207431-9 |
| title | The effective use of sponsorship |
| title_auth | The effective use of sponsorship |
| title_exact_search | The effective use of sponsorship |
| title_full | The effective use of sponsorship David Wragg |
| title_fullStr | The effective use of sponsorship David Wragg |
| title_full_unstemmed | The effective use of sponsorship David Wragg |
| title_short | The effective use of sponsorship |
| title_sort | the effective use of sponsorship |
| topic | Corporate sponsorship Sponsoring (DE-588)4207431-9 gnd |
| topic_facet | Corporate sponsorship Sponsoring |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006578316&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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