Leveraging Associations: The Promotion of Cultural Sponsorships
نویسندگان
چکیده
Sponsorship of the arts is growing as a marketing communication method, and companies are using this tool to achieve various business objectives. These include branding, corporate hospitality, and building community relations. The activities that the companies engage in to promote the sponsorships are guided by the objectives they wish to achieve. Additional leveraging is supported by advertising and public relations for branding. For corporate hospitality, promotional support is vested in personal selling with public relations initiatives. For community relations, promoting the sponsorship is focused primarily on public relations activities with an emphasis on personal selling.
منابع مشابه
Restricting advertising, promotion and sponsorship by tobacco companies
Often tobacco industry activities may appear as public good activities, while actually inconspicuously working to undermine tobacco control efforts. It is important to be wary of any use of logos or mascots as well as secondary products used to promote smoking (e.g. logos on sports equipment). Although sponsorships may appear positive, it may work to change perceptions of tobacco use or the tob...
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Often tobacco industry activities may appear as public good activities, while actually inconspicuously working to undermine tobacco control efforts. It is important to be wary of any use of logos or mascots as well as secondary products used to promote smoking (e.g. logos on sports equipment). Although sponsorships may appear positive, it may work to change perceptions of tobacco use or the tob...
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