Sports sponsorship : principles and practices /
Fortunato, John A.
Sports sponsorship : principles and practices / John A. Fortunato - London, United Kingdom : McFarland & Company, Inc., Publishers, c2013 - xii, 214 pages ; 27 cm
Includes bibliographical references and index.
Promotional communication and persuasion -- The principles of sponsorship -- Sponsorship selection : audience variables, cost and exclusivity -- Sponsorship selection : brand association -- Sponsorship activation -- Hindrances to a successful sponsorship -- Sponsorship of individuals -- Sponsorship and corporate social responsibility -- Sponsorship evaluation
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
9780786474318
SPORTS SPONSORSHIP
GV 716 .F69 2013
Sports sponsorship : principles and practices / John A. Fortunato - London, United Kingdom : McFarland & Company, Inc., Publishers, c2013 - xii, 214 pages ; 27 cm
Includes bibliographical references and index.
Promotional communication and persuasion -- The principles of sponsorship -- Sponsorship selection : audience variables, cost and exclusivity -- Sponsorship selection : brand association -- Sponsorship activation -- Hindrances to a successful sponsorship -- Sponsorship of individuals -- Sponsorship and corporate social responsibility -- Sponsorship evaluation
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
9780786474318
SPORTS SPONSORSHIP
GV 716 .F69 2013