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Sponsorship Broker
A sponsorship broker is an individual, or agency, that procures sponsorship funding for properties (defined as an outlet with a captive audience that provides for a positive experience).Event Sponsorship (The Wiley Event Management Series) (Hardcover) by Bruce E. Skinner (Author), Vladimir Rukavina (Author) Sponsorship brokers tend to specialize to particular niches within the sponsorship-marketing field. A typical sponsorship could be, for example, an arrangement to exchange advertising for the responsibility of providing funding for a popular event or entity. For example, a corporate entity may provide equipment for a famous band in exchange for brand recognition. The sponsor earns popularity this way while the sponsored can earn a lot of money and/or receive free music equipment. This type of sponsorship is prominent in the sports, arts, media and charity sectors. See also *Donation * Cause marketing * Ambush marketing *Sports marketing Sports marketing as a con ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Sponsor (commercial)
Sponsoring something (or someone) is the act of supporting an event, activity, person, or organization financially or through the provision of products or services. The individual or group that provides the support, similar to a benefactor, is known as the sponsor. Definition Sponsorship is a cash and/or in-kind fee paid to a property (typically in sports, arts, entertainment or causes) in return for access to the exploitable commercial potential associated with that property. While the sponsee (property being sponsored) may be nonprofit, unlike philanthropy, sponsorship is done with the expectation of a commercial return. While sponsorship can deliver increased awareness, brand building and propensity to purchase, it is different from advertising. Unlike advertising, sponsorship can not communicate specific product attributes. Nor can it stand alone, as sponsorship requires support elements. Proponents of sponsorship would, however, point to its unique position in the marketi ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Corporation
A corporation or body corporate is an individual or a group of people, such as an association or company, that has been authorized by the State (polity), state to act as a single entity (a legal entity recognized by private and public law as "born out of statute"; a legal person in a legal context) and recognized as such in Corporate law, law for certain purposes. Early incorporated entities were established by charter (i.e., by an ''ad hoc'' act granted by a monarch or passed by a parliament or legislature). Most jurisdictions now allow the creation of new corporations through List of company registers, registration. Corporations come in many different types but are usually divided by the law of the jurisdiction where they are chartered based on two aspects: whether they can issue share capital, stock, or whether they are formed to make a profit (accounting), profit. Depending on the number of owners, a corporation can be classified as ''aggregate'' (the subject of this articl ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Brand Recognition
Brand awareness is the extent to which customers are able to recall or recognize a brand under different conditions. Brand awareness is one of the two key components of brand knowledge, as defined by the associative network memory model. It plays a vital role in consumer behavior, advertising management, and brand management. The consumer's ability to recognize or recall a brand is central to the purchasing process because buying decisions cannot begin unless a consumer is first aware of a product category and a brand within that category. Awareness does not necessarily mean that the consumer must be able to recall a specific brand name, but they must be able to recall enough distinguishing features for a purchase to happen. Creating brand awareness is the main step in advertising a new product or revitalising an old one. Brand awareness consists of two components: brand recall and brand recognition. Several studies have shown that these two components operate in fundamentally dif ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Donation
A donation is a gift for Charity (practice), charity, humanitarian aid, or to benefit a cause. A donation may take various forms, including money, alms, Service (economics), services, or goods such as clothing, toys, food, or vehicles. A donation may satisfy medical needs such as blood or Organ transplant, organs for transplant. Charitable donations of goods or services are also called ''gifts in kind''. Donating statistics In the United States, in 2007, the Bureau of Labor Statistics found that American households in the lowest fifth in terms of wealth, gave on average a higher percentage of their incomes to charitable organizations than those households in the highest fifth. Charity Navigator writes that, according to Giving USA, Americans gave $298 billion in 2011 (about 2% of GDP). The majority of donations were from individuals (73%), then from bequests (about 12%), foundations (2%) and less than 1% from corporations. The largest sector to receive donations was Religio ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Cause Marketing
Cause marketing is marketing done by a for-profit business that seeks to both increase profits and to better society in accordance with corporate social responsibility, such as by including activist messages in advertising. A similar phrase, cause-related marketing, usually refers to a subset of cause marketing that involves the cooperative efforts of a for-profit business and a non-profit organization for mutual benefit. A high-profile form of cause-related marketing occurs at checkout counters when customers are asked to support a cause with a charitable donation. Cause marketing differs from corporate giving (philanthropy), as the latter generally involves a specific donation that is tax-deductible, while cause marketing is a promotional campaign not necessarily based on a donation. History The United States Congress passed the Endangered Species Act on December 14, 1973. In response, 7-Eleven sold Endangered Species Cups, and donated one cent from the sale of each cup to t ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Ambush Marketing
Ambush marketing or ambush advertising is a marketing strategy in which an advertiser "wikt:ambush, ambushes" an event to compete for exposure against other advertisers. The term was coined by marketing strategist Jerry Welsh, while he was working as the manager of global marketing efforts for American Express in the 1980s. Most ambush marketing campaigns aim to associate a brand with the prominence of a major event, without actually being an "official" partner or sponsor of said event. An advertiser may indirectly ambush an event by alluding to its imagery and Theme (narrative), themes without referencing any specific trademarks associated with it, or in "direct" and "predatory" means—where an advertiser engages in the fraudulent use of official names and trademarks to deliberately mislead consumers. Actions against ambush advertising are most common in sport (where major events such as the FIFA World Cup, Olympic Games, and the Super Bowl are prominent targets), as the pract ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Sports Marketing
Sports marketing as a concept has established itself as a branch of marketing over the past few decades; however, a generally accepted definition does not exist. Academicians Kaser and Oelkers (2005, p. 9) define sports marketing as 'using sports to market products'. It is a specific application of marketing principles and processes to sport products and to the marketing of non- sports products through association with sport. Sports Marketing is a subdivision of marketing which focuses both on the Promotion (marketing), promotion of sports events and teams as well as the promotion of other products and services through sporting events and sports teams focused on customer-fans. It is a service in which the element promoted can be a physical product or a brand name. The goal is to provide the client with strategies to promote sports or to promote some other product, service, business or cause through sports. Sports marketing is also designed to meet the needs and wants of the cons ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Sustaining Program
A sustaining program is a radio or television program that, despite airing on a commercial broadcast station, does not have commercial sponsorship or advertising. This term, mostly used in the United States, was common in the early days of radio, but has become unfamiliar owing to the nearly universal use of commercial advertising on radio and television. Network and commercial radio Commercial radio stations began broadcasting in the early 1920s, but it would be over a decade before the concept of selling over-the-air advertising would catch on. Many radio stations were established by radio equipment manufacturers and retailers such as RCA and programming was provided to sell the still-patented radio transmitters and receivers (thus effectively establishing a one-time fee model). Programming was financed from the sale of the equipment. Other radio stations and programs were provided as a public service through endowments or municipal financing; a few were operated by universities o ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
