Sponsorship Ireland

Résumé du document

Sponsorship represents a rapidly growing aspect of marketing communications. Sponsorships involve investments in events or causes for the purpose of achieving various corporate objectives, especially ones involving increased brand awareness, enhanced brand image, and heightened sales volume. The past 25 years have seen the emergence of sponsorship as a commercially driven corporate communication medium. Sponsorship in the 1960s and 1970s was not generally regarded in strictly commercial terms. In many corporations, sponsorship frequently overlapped with corporate donations and a donations mentality pervaded the thinking of both recipients and sponsors. However, today sponsorship is intended to achieve corporate or marketing objectives on behalf of sponsors.

Extraits

[...] Bibliography Sponsorship Seeker's Toolkit Third Edition by Kim Skildum-Reid and Anne- Marie Grey (Paperback - Apr 2008) Twelve Step Sponsorship by Hamilton B. (Kindle Edition - Sept 2009) - Kindle Book Show Me The Dollars! How to get that sponsorship money! [...]

[...] Professional Awards Awards may be given to journalists or photographers who cover the company's products or industry's Examples include: ESB Environment Photography Awards ESB National Media Awards Educational: Sponsoring scholarships, academic books, educational awards and so on. ESAT young scientists Sponsorship A. Sponsorship is the financial or material support of an event, activity, person, organisation or product by an unrelated organisation or donor Generally, funds will be made available to the recipient of the sponsorship deal in return for the prominent exposure of the sponsor's name or brands. B. [...]

[...] That is the size of the donation depends on the extent to which consumers purchase, and continue to purchase the brand to which the cause has been linked. There is a significant difference between cause related sponsorship and charitable donations. Charitable donations entail a company making a donation to a particular cause without necessarily benefiting from it in commercial terms. Therefore, the main beneficiary of charitable donation is the recipient. It may be appropriate or possible for the donor to generate goodwill among target audiences by generating publicity, thereby creating positive associations. [...]

[...] Cause related sponsorship is done with a view to having a positive impact on an organisations corporate or brand image. Therefore, it is intended that it will be beneficial to both parities. Form the sponsors' point of view, CRM develops the linkages available through sponsorship, but with the advantage that the sales of he brand determine the amount donated to the cause. A balance is struck between supporting a local cause and achieving a return on investment. It is an area that is increasingly effective in marketing a brand. [...]

[...] Successful event sponsorship requires a meaningful fit among the brand, the event, and the target market. What to sponsor? There is a whole world of wondrous things to sponsor, and plausible people will take your money. There are people who want to break the record in walking backwards around the world. However, there are also responsible organisations representing the sports, arts, education, expeditions and other endeavours which would not survive or succeed but for financial backing. There are three main types of sponsorship: Event, Broadcast and Cause Related Sponsorship. [...]