MARC details
| 000 -LEADER |
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| fixed length control field |
04647cam a22003854i 4500 |
| 001 - CONTROL NUMBER |
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| control field |
ocn816564047 |
| 003 - CONTROL NUMBER IDENTIFIER |
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| control field |
OCoLC |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20251028093305.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
130710s2013 ncu b 001 0 eng |
| 010 ## - LIBRARY OF CONGRESS CONTROL NUMBER |
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| LC control number |
2013027512 |
| 035 ## - SYSTEM CONTROL NUMBER |
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| System control number |
(Sirsi) i9780786474318 |
| 040 ## - CATALOGING SOURCE |
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| Original cataloging agency |
DLC |
| Language of cataloging |
eng |
| Description conventions |
rda |
| Transcribing agency |
DLC |
| Modifying agency |
YDX |
| -- |
YDXCP |
| -- |
BTCTA |
| -- |
BDX |
| -- |
OCLCO |
| -- |
OCLCF |
| -- |
AZU |
| -- |
VF$ |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9780786474318 (softcover : alk. paper) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
0786474319 (softcover : alk. paper) |
| 035 ## - SYSTEM CONTROL NUMBER |
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| System control number |
(OCoLC)816564047 |
| 042 ## - AUTHENTICATION CODE |
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| Authentication code |
pcc |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER |
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| Classification number |
GV 716 |
| Item number |
.F69 2013 |
| 049 ## - LOCAL HOLDINGS (OCLC) |
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| Holding library |
VF$A |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Fortunato, John A. |
| 245 10 - TITLE STATEMENT |
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| Title |
Sports sponsorship : |
| Remainder of title |
principles and practices / |
| Statement of responsibility, etc. |
John A. Fortunato ; foreword by Tony Ponturo. |
| 264 #1 - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE |
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| Place of production, publication, distribution, manufacture |
Jefferson, North Carolina : |
| Name of producer, publisher, distributor, manufacturer |
McFarland & Company, Inc., Publishers, |
| Date of production, publication, distribution, manufacture, or copyright notice |
[2013] |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xii, 214 pages ; |
| Dimensions |
26 cm |
| 336 ## - CONTENT TYPE |
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| Content type term |
text |
| Source |
rdacontent |
| 337 ## - MEDIA TYPE |
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| Media type term |
unmediated |
| Source |
rdamedia |
| 338 ## - CARRIER TYPE |
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| Carrier type term |
volume |
| Source |
rdacarrier |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
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| Bibliography, etc. note |
Includes bibliographical references (p. 185-203) and index. |
| 520 ## - SUMMARY, ETC. |
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| Summary, etc. |
" 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. "-- |
| Assigning source |
Provided by publisher. |
| 505 00 - FORMATTED CONTENTS NOTE |
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| Title |
Acknowledgments -- |
| -- |
Foreword / |
| Statement of responsibility |
Tony Ponturo -- |
| Title |
Introduction -- |
| Miscellaneous information |
1. |
| Title |
Promotional Communication and Persuasion -- |
| -- |
Elaboration Likelihood Model -- |
| -- |
Elaboration Likelihood Model and Promotional Communication -- |
| -- |
Branding Process -- |
| -- |
Achievement of Goals Leading to Persuasion -- |
| -- |
Brand Recall -- |
| Miscellaneous information |
2. |
| Title |
The Principles of Sponsorship -- |
| -- |
Product Placement -- |
| -- |
Sponsorship Denned -- |
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The Property Need for Revenue -- |
| -- |
Sponsors as Property Promoters -- |
| -- |
The Sponsorship Negotiation Process -- |
| -- |
The Role of Agencies in the Sponsorship Process -- |
| Miscellaneous information |
3. |
| Title |
Sponsorship Selection: Audience Variables, Cost and Exclusivity -- |
| -- |
Property Selection Overview -- |
| -- |
Property Selection: Target Audience -- |
| -- |
Property Selection: Income -- |
| -- |
Property Selection: Geographic Scope -- |
| -- |
Property Selection: Common Interest -- |
| -- |
Sponsorship Timing -- |
| -- |
Sponsorship Cost -- |
| -- |
Sponsorship Exclusivity -- |
| -- |
Product Category Definition -- |
| Miscellaneous information |
4. |
| Title |
Sponsorship Selection: Game/Event Brand Exposure Opportunities Through Media -- |
| -- |
Sponsored Elements Within the Broadcast -- |
| -- |
Stadium and Arena Naming Rights Sponsorship -- |
| -- |
Sponsor Role in Stadium Construction and Financing -- |
| -- |
College Football Bowl Game Sponsorship -- |
| -- |
Audience Reaction to Sponsorship -- |
| Miscellaneous information |
5. |
| Title |
Sponsorship Selection: Brand Association -- |
| -- |
Brand Congruence -- |
| -- |
Individual (Self) Congruence -- |
| -- |
Sponsor Congruence -- |
| -- |
Sponsor Congruence: Image -- |
| -- |
Sponsor Congruence: Functional -- |
| -- |
Geographic Congruence -- |
| -- |
Multiple-Sponsor Congruence -- |
| -- |
Consumer Behavior -- |
| -- |
Purchase Congruence -- |
| -- |
Uniform/Apparel Sponsorship -- |
| -- |
University Uniform and Equipment Sponsorship -- |
| Miscellaneous information |
6. |
| Title |
Sponsorship Activation -- |
| -- |
Activation Spending -- |
| -- |
Activation: Planning and Customization -- |
| -- |
Activation: Brand Association -- |
| -- |
Activation: Brand Theme -- |
| -- |
Activation: Fan Experiences -- |
| -- |
Activation in Practice -- |
| -- |
Activation In-Stadium/In-Arena -- |
| -- |
Non-Stadium/Arena Activation -- |
| -- |
Hospitality -- |
| -- |
Credit Card Industry -- |
| -- |
Sponsorship Retention and Renewal -- |
| Miscellaneous information |
7. |
| Title |
Hindrances to a Successful Sponsorship -- |
| -- |
Advertising Clutter -- |
| -- |
Ambush Marketing -- |
| -- |
Ambush Marketing Practices -- |
| -- |
Ambush Marketing Remedies -- |
| -- |
League and Team Conflict: The Legal Battles -- |
| -- |
League and Team Conflict in Practice -- |
| -- |
Non-Rights Holder Media Conflict -- |
| -- |
Company Scandal -- |
| -- |
Fans of Rivals -- |
| Miscellaneous information |
8. |
| Title |
Sponsorship of Individuals -- |
| -- |
Endorser Characteristics -- |
| -- |
Expertise -- |
| -- |
Individual Sponsors Activation -- |
| -- |
Athlete and League/Team Conflict -- |
| -- |
Athlete Misbehavior -- |
| -- |
Conflict Repair Strategies -- |
| -- |
Athlete Injury -- |
| Miscellaneous information |
9. |
| Title |
Sponsorship and Corporate Social Responsibility -- |
| -- |
The Functions of Public Relations -- |
| -- |
Corporate Social Responsibility -- |
| -- |
Sponsorship Selection: A Corporate Social Responsibility Initiative -- |
| -- |
Corporate Social Responsibility Outcomes -- |
| -- |
Corporate Social Responsibility and Sports Sponsorship -- |
| Miscellaneous information |
10. |
| Title |
Sponsorship Evaluation -- |
| -- |
Methods of Evaluation: Brand Exposure Metrics -- |
| -- |
Evaluation: Digital Technologies -- |
| -- |
Return on Investment (ROI) -- |
| -- |
Return on Objectives (ROO) -- |
| -- |
Evaluation and Planning -- |
| -- |
Who Should Measure? -- |
| -- |
Conclusion -- |
| -- |
References -- |
| -- |
Index. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Sports sponsorship. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Sports |
| General subdivision |
Public relations. |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Sports |
| General subdivision |
Public relations. |
| Source of heading or term |
fast |
| Authority record control number or standard number |
(OCoLC)fst01130505 |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Sports sponsorship. |
| Source of heading or term |
fast |
| Authority record control number or standard number |
(OCoLC)fst01130760 |
| 994 ## - |
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| -- |
C0 |
| -- |
VF$ |