TY  - BOOK
AU  - Fortunato,John A.
TI  - Sports sponsorship: principles and practices 
SN  - 9780786474318 (softcover : alk. paper)
AV  - GV 716 .F69 2013
PY  - 2013///]
CY  - Jefferson, North Carolina
PB  - McFarland & Company, Inc., Publishers
KW  - Sports sponsorship
KW  - Sports
KW  - Public relations
KW  - fast
N1  - Includes bibliographical references (p. 185-203) and index; Acknowledgments --; Foreword; Tony Ponturo --; Introduction --; 1; Promotional Communication and Persuasion --; Elaboration Likelihood Model --; Elaboration Likelihood Model and Promotional Communication --; Branding Process --; Achievement of Goals Leading to Persuasion --; Brand Recall --; 2; The Principles of Sponsorship --; Product Placement --; Sponsorship Denned --; The Property Need for Revenue --; Sponsors as Property Promoters --; The Sponsorship Negotiation Process --; The Role of Agencies in the Sponsorship Process --; 3; 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 --; 4; 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 --; 5; 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 --; 6; 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 --; 7; 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 --; 8; Sponsorship of Individuals --; Endorser Characteristics --; Expertise --; Individual Sponsors Activation --; Athlete and League/Team Conflict --; Athlete Misbehavior --; Conflict Repair Strategies --; Athlete Injury --; 9; 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 --; 10; 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
N2  - " 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. "--
ER  -