Sports Sponsorship: Principles and Practices - Couverture souple

Fortunato, John A.

Couverture souple

ISBN 10 : 0786474319 ISBN 13 : 9780786474318

Editeur : McFarland & Co Inc, 2013

Synopsis

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.

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A propos du livre

À propos de l'auteur

John A. Fortunato, Ph.D., 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 more than 50 journal articles and book chapters.

Détails de l'édition

• Éditeur: McFarland & Co Inc
• Date d'édition: 2013
• Langue: anglais
• ISBN 10: 0786474319
• ISBN 13: 9780786474318
• Reliure: Broché
• Nombre de pages: 228
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible