000			04647cam a22003854i 4500
001			ocn816564047
003			OCoLC
005			20251028093305.0
008			130710s2013 ncu b 001 0 eng
010			_a 2013027512
035			_a(Sirsi) i9780786474318
040			_aDLC _beng _erda _cDLC _dYDX _dYDXCP _dBTCTA _dBDX _dOCLCO _dOCLCF _dAZU _dVF$
020			_a9780786474318 (softcover : alk. paper)
020			_a0786474319 (softcover : alk. paper)
035			_a(OCoLC)816564047
042			_apcc
050	0	0	_aGV 716 _b.F69 2013
049			_aVF$A
100	1		_aFortunato, John A.
245	1	0	_aSports sponsorship : _bprinciples and practices / _cJohn A. Fortunato ; foreword by Tony Ponturo.
264		1	_aJefferson, North Carolina : _bMcFarland & Company, Inc., Publishers, _c[2013]
300			_axii, 214 pages ; _c26 cm
336			_atext _2rdacontent
337			_aunmediated _2rdamedia
338			_avolume _2rdacarrier
504			_aIncludes bibliographical references (p. 185-203) and index.
520			_a" 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. "-- _cProvided by publisher.
505	0	0	_tAcknowledgments -- _tForeword / _rTony Ponturo -- _tIntroduction -- _g1. _tPromotional Communication and Persuasion -- _tElaboration Likelihood Model -- _tElaboration Likelihood Model and Promotional Communication -- _tBranding Process -- _tAchievement of Goals Leading to Persuasion -- _tBrand Recall -- _g2. _tThe Principles of Sponsorship -- _tProduct Placement -- _tSponsorship Denned -- _tThe Property Need for Revenue -- _tSponsors as Property Promoters -- _tThe Sponsorship Negotiation Process -- _tThe Role of Agencies in the Sponsorship Process -- _g3. _tSponsorship Selection: Audience Variables, Cost and Exclusivity -- _tProperty Selection Overview -- _tProperty Selection: Target Audience -- _tProperty Selection: Income -- _tProperty Selection: Geographic Scope -- _tProperty Selection: Common Interest -- _tSponsorship Timing -- _tSponsorship Cost -- _tSponsorship Exclusivity -- _tProduct Category Definition -- _g4. _tSponsorship Selection: Game/Event Brand Exposure Opportunities Through Media -- _tSponsored Elements Within the Broadcast -- _tStadium and Arena Naming Rights Sponsorship -- _tSponsor Role in Stadium Construction and Financing -- _tCollege Football Bowl Game Sponsorship -- _tAudience Reaction to Sponsorship -- _g5. _tSponsorship Selection: Brand Association -- _tBrand Congruence -- _tIndividual (Self) Congruence -- _tSponsor Congruence -- _tSponsor Congruence: Image -- _tSponsor Congruence: Functional -- _tGeographic Congruence -- _tMultiple-Sponsor Congruence -- _tConsumer Behavior -- _tPurchase Congruence -- _tUniform/Apparel Sponsorship -- _tUniversity Uniform and Equipment Sponsorship -- _g6. _tSponsorship Activation -- _tActivation Spending -- _tActivation: Planning and Customization -- _tActivation: Brand Association -- _tActivation: Brand Theme -- _tActivation: Fan Experiences -- _tActivation in Practice -- _tActivation In-Stadium/In-Arena -- _tNon-Stadium/Arena Activation -- _tHospitality -- _tCredit Card Industry -- _tSponsorship Retention and Renewal -- _g7. _tHindrances to a Successful Sponsorship -- _tAdvertising Clutter -- _tAmbush Marketing -- _tAmbush Marketing Practices -- _tAmbush Marketing Remedies -- _tLeague and Team Conflict: The Legal Battles -- _tLeague and Team Conflict in Practice -- _tNon-Rights Holder Media Conflict -- _tCompany Scandal -- _tFans of Rivals -- _g8. _tSponsorship of Individuals -- _tEndorser Characteristics -- _tExpertise -- _tIndividual Sponsors Activation -- _tAthlete and League/Team Conflict -- _tAthlete Misbehavior -- _tConflict Repair Strategies -- _tAthlete Injury -- _g9. _tSponsorship and Corporate Social Responsibility -- _tThe Functions of Public Relations -- _tCorporate Social Responsibility -- _tSponsorship Selection: A Corporate Social Responsibility Initiative -- _tCorporate Social Responsibility Outcomes -- _tCorporate Social Responsibility and Sports Sponsorship -- _g10. _tSponsorship Evaluation -- _tMethods of Evaluation: Brand Exposure Metrics -- _tEvaluation: Digital Technologies -- _tReturn on Investment (ROI) -- _tReturn on Objectives (ROO) -- _tEvaluation and Planning -- _tWho Should Measure? -- _tConclusion -- _tReferences -- _tIndex.
650		0	_aSports sponsorship.
650		0	_aSports _xPublic relations.
650		7	_aSports _xPublic relations. _2fast _0(OCoLC)fst01130505
650		7	_aSports sponsorship. _2fast _0(OCoLC)fst01130760
994			_aC0 _bVF$
999			_c133300 _d133300