Since its beginning in the mid 60s the UK sponsorship industry has been growing rapidly as a form of marketing communications.
Although only being a small part of the overall marketing spends, its growth in acceptance indicates it to be a useful tool to communicate with selected target audiences.
This report looks at the history of sponsorship, the reason for its growth within marketing communications, recent trends and how to develop sponsorship activities.
I also looks at reasons for sponsorship activities, advantages, disadvantages of sponsoring as well as ethical issues and performance evaluation.
Inhaltsverzeichnis (Table of Contents)
- Growth of sponsorship activities.
- History
- Reasons for the growth.
- Trends
- Developing sponsorship activities
- Reasons for sponsorship activities.
- Advantages
- Media..
- Image and ethics
- Other benefits.
- Disadvantages
- Advantages
- Ethical issues
- Evaluation of sponsorship programmes.
- Summary.....
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This text aims to provide a comprehensive overview of the sponsorship industry, its growth, development, and ethical implications. It analyzes the reasons behind the increasing popularity of sponsorship activities and explores the advantages and disadvantages associated with them. The text also investigates the role of sponsorship in shaping brand identity and image, and examines the ethical issues surrounding the practice.
- Growth and Evolution of Sponsorship
- Reasons for the Increasing Use of Sponsorship
- Advantages and Disadvantages of Sponsorship
- Ethical Considerations in Sponsorship
- Impact of Sponsorship on Brand Identity and Image
Zusammenfassung der Kapitel (Chapter Summaries)
- Growth of sponsorship activities. This chapter delves into the historical development of the sponsorship industry, tracing its origins back to the 1960s and its subsequent rapid growth. It examines the factors that have contributed to this expansion, including increasing acceptance among customers and stakeholders. The chapter also discusses the various sectors within the sponsorship industry and highlights the role of advertising restrictions in driving its growth.
- Developing sponsorship activities. This chapter focuses on the steps companies should take when considering a sponsorship opportunity. It emphasizes the importance of a comprehensive analysis of potential benefits and risks, as well as the crucial elements of defining objectives, setting budgets, and identifying target audiences. The chapter also outlines the necessary steps for developing a successful partnership with a sponsor, including ongoing feedback and performance measurement.
- Reasons for sponsorship activities. This chapter explores the numerous advantages of sponsorship, particularly in terms of media reach, image enhancement, and ethical considerations. It discusses the potential for targeted marketing through sponsorship, the ability to avoid the escalating costs of mass advertising, and the positive image that sponsorship can generate. The chapter also highlights the PR opportunities associated with sponsorship and its contribution to brand loyalty and awareness.
Schlüsselwörter (Keywords)
This text focuses on the key concepts of sponsorship, brand identity, marketing communications, target audience, ethical issues, and industry trends. It explores the various sectors within the sponsorship industry, including sports, arts, broadcast, and social and environmental sponsorships. The text also examines the impact of legislation and advertising restrictions on sponsorship activities.
- Quote paper
- Nicole Lorat (Author), 2005, A Brief Introduction to the UK Sponsorship Industry, Munich, GRIN Verlag, https://www.grin.com/document/51417
