Sponsorship Today Essay -- Business and Management Studies

Sponsorship TodayIntroduction to sponsorshipSponsorship is an burning(prenominal) marketing tool for many organisations & isan important element of the promotional mix. Sponsorship involves thesupport of an event, activity, person, organisation or product by anunrelated organisation that may exchange money, services or goods inreturn for the association that the sponsorship provides. Sponsorschoose events that attract their target market to produce their brandreputation & k directlyingness. A method of shaping brand identity,sponsorship chiffonier improve company image, raise company profile &generate aw atomic number 18ness of company values. An integral part of marketingstrategy, sponsorship is useable either as a single marketing activityor alongside new(prenominal) marketing tools such as advertising, publicrelations & promotion in order to leverage the sponsorship & increasethe impact. Sponsorship originated in sports in the 1960s and has been the smart growing get of marke ting spreading to the arts, media,charities, education & broadcasting as a result of globalisation,technological advances & recognition of the value & revenue that notifybe earnt from sponsorship. A universal medium, few sports or artsevents are now without sponsors looking to broaden their competitiveadvantage. Some forward intellection sponsors now plan long term, usinggrass roots sponsorship to form a bond with their target market earlyin their discipline as a consumer. Previously used only as a PR tool, sponsorship it is now a separatecomponent of the promotional mix, acting an important role in thewhole of the marketing mix. Sponsorship consultants & advertisingagencies now offer sponsorship as a separate marketing tool andenquiry agencies provide profiles of audiences, evaluate and measuresuccess.The growth of the sponsorship industry has been life-sizedly at the expenseof other forms of advertising, such as media advertising & due to therestrictions on advertising produc ts such as alcohol and tobacco. Sponsorship of charities & other worthy concerns has in addition grown aspart of cause-related marketing programmes. Types of SponsorshipThe UK sponsorship industry can be change integrity into four main sectorssports, broadcast and social and environmental and its sponsors paylarge sums of money to be associated with events that have worldwidecoverage. Spo... ... Sudharshan - Mastering merchandise pecuniary Times- The Essence of Services Marketing Adrian Payne- Value Based Marketing Doyle- Marketing Plans Malcom Macdonald- Marketing Principles and Practice Adcock, Bradfield, Halborg, Ross- Marketing CommunicationsWebsites- www.knowthis.com- www.cim.co.uk- www.dti.gov.uk- www.mintel.co.uk- www.wmrc.com - worldmarketsresearch centre- www.magrathesolutions.com- www.marketingguru.com- www.marketignteacher.com- www.meansbusiness.com- www.mediamixweb.com- www.dma.co.uk- www.idm.co.uk- www.etstrategicmarketing.com- www.marketing profs.com- www.netmba.com- www.mtsu.com- www.banat.com.au- www.jackmartin.com- www.sponsorship.com- www.vodafone.co.uk- www.variantrandomstate.org- www.uksponsoship.com- www.standardlife.com- www.tinthepark.com- www.themanager.corg- www.sportlink.au.co.uk- www.sohotheatre.co.uk- www.publicity.org- www.nike.com- www.news.bbc.co.uk- www.netmba.com- www.stellaartois.com- www.sportssponsorship.co.uk- www.marketingvox.xom