Sports sponsorship : principles and practices

著者

• Fortunato, John A.

書誌事項

Sports sponsorship : principles and practices

John A. Fortunato ; foreword by Tony Ponturo

McFarland, c2013

注記

Includes bibliographical references (p. 185-203) and index

内容説明・目次

内容説明

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 $48 billion, it is clear that many companies see this as an important promotional communication strategy.

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詳細情報

• NII書誌ID(NCID): BB13948318
• ISBN:
  • 9780786474318
• LCCN: 2013027512
• 出版国コード: us
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: Jefferson, N.C.
• ページ数/冊数: xii, 214 p.
• 大きさ: 26 cm
• 分類:
  • LCC : GV716
  • DC23 : 796.07973
• 件名:
  • LCSH : Sports sponsorship
  • LCSH : Sports -- Public relations