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. Anything is possible in a sponsorship, it is simply what the sponsor and the property can agree to during their negotiations. There is, for example, the opportunity for product category exclusivity--no competing brand at a particular location. With the audience being harder to reach because of technology, sponsorship continues to be a viable way to obtain brand exposure and better connect a brand with a consumer. With global sponsorship spending totaling more than $51 billion, it is clear that many companies see this as an important promotional communication strategy. Instructors considering this book for use in a course may request an examination copy here.
ASIN: 0786474319
VSKU: LFV.0786474319.A
Condition: Acceptable
Author/Artist:Fortunato, John A.
Binding: Paperback
Note: Any images shown are stock photographs and product may differ from what is shown.
Condition Notes: Book is in acceptable condition. May have shelf wear, edge wear, and spine wear, but a very readable copy. May not come with supplemental materials if applicable. Does not include original dustcover jacket. Possibly Ex Library Copy