Special Report on
Media effect in commercial sponsorship
Media effect in commercial sponsorship - Trends
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Corporate sponsorship is growing in importance as an element of the communications mix. The number of companies participating in sponsorship, as well as corporate expenditures for sponsoring events, is on the rise as organizations seek new ways to reach audiences and enhance their image. The importance of corporate sponsorship is now generally acknowledged, but little research has been done to understand its value and effectiveness. An explortory study was conducted to examine the relationship between sponsorship and corporate image. The results suggest that corporate sponsorship can improve corporate image, but its ...
In this presentation Guy Masterman focuses on the importance of sponsorship as an integrated communications tool in sports business and discusses a successful approach for both sponsors and rights owners drawing on material from his book Sponsorship for a return on investment ; and from research conducted at the 2008 Tennis Masters Cup, Shanghai. There are two critical elements for successful sponsorship construction. Sponsorship ‘fit’ is the mutual appropriateness of entering into a sponsorship but is more than simply a matching of target audiences. It concerns how ... Read More
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