...Impact of a sponsorship activity on the brand perceptions within an international context: the America’s Cup and Louis Vuitton case. Stephane Ganassali, University of Savoie, sgana@univ-savoie.fr, corresponding author 4, Chemin de Bellevue - BP 80439 - 74944 Annecy-le-Vieux Cedex - France Francesco Casarin, University Ca’ Foscari of Venezia Paola Cerchiello, University of Pavia Gunnar Mau, University of Göttingen Carmen Rodrigues Santos, University of Leon Astrid Siebels, University of Hannover All members of the “International Network on Consumer Behaviour Studies” http://comptes.ergole.fr/young Impact of a sponsorship activity on the brand perceptions within an international context: the America’s Cup and Louis Vuitton case. Abstract On the basis of an extended review of literature dedicated to experimental studies of sponsorship effects on brand perceptions, this paper introduces a detailed framework of sponsorship persuasion process. Considering the central “transfer” between event and brand perceptions, the model also includes moderating effects (such as congruence) and focuses on specific components of functional, affective and symbolic customer value. In Spring 2007, a Web survey was conducted to evaluate the impact of Louis Vuitton’s sponsorship of America’s Cup. A total sample of 1,400 European respondents was developed thanks to the collaboration of eight Universities in France, Germany, Italy and Spain, working...
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...experienced growth in activities which are categorized as Sponsored Programs, with the potential for additional growth into the future. With growth comes the need for clarity in policies and procedures to be followed in the administration of these activities in order to meet University and sponsor requirements, and to provide the best possible support and service to all parties involved. It is important Sponsored Programs are identified as such and that each award is routed through the appropriate offices to assure that the acceptance and administration of these activities meet both University and sponsor requirements and that various technical, legal, and financial issues be properly addressed. I. ELEMENTS OF A SPONSORED PROGRAM Whether an external funding falls within the definition of a Sponsored Program is determined by the presence of most of the following elements: Commitment from an External Sponsor: A written commitment from the sponsor, which follows receipt and acceptance of a proposal, may take various forms such as a grant agreement, contract, purchase order, or a letter of award, depending on the type of Sponsored Program and sponsor policy. Restricted Activities and Use of Funds: The use of external funds is restricted to the activities which are agreed upon the external sponsor and the University. The activities are described in a proposal submitted by the University to the sponsor. Faculty or Staff Leadership: The program involves a faculty or staff...
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...texting business and raise the audience and consumers' awareness about the medium. Standards: When do we say the something is sponsored? 1. When a company or a program calls for the use of the product of their partner company. 2. When the medium and its values are highlighted by a partner in several ways. (ie mode of voting) 3. When it is the only product used by its partner company even if there are many products of the same nature. SO ang argument for PRIME MINISTER: 1. Nature of Talent Search Shows in two levels: a) in discovering talents through SMS voting b) how it raises awareness about SMS (texting business) Isip ka pa kung meron pa THEN FOR DEPUTY PRIME MINISTER Maria Heredina 1. The power of SMS voting to sponsor Talent Search programs 2. Why talent search programs make use of mobile voting instead of online voting Yan, paghatian niyo na yung discussion. Then isip pakung merong mas okay na...
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...Presently, sports celebrities play more important role in advertising and marketing. For Bush, Martin and Bush’s article, based on customer socialization and previous findings, they make four hypotheses: 1) Teenagers' athlete role model influence is positively related to product switching and complaint behavior; 2) Teenagers' athlete role model influence is positively related to favorable or positive word-of-mouth behavior; 3) Teenagers' athlete role model influence is positively related to brand loyalty and 4) Female teenagers' athlete role model influence is more positively related to (a) product switching and complaint behavior, (b) favorable word-of-mouth behavior, and (c) brand loyalty than male teenagers. After test the hypotheses, they found that 1) teens' athlete role model influence is not significantly related to product switching or complaining behavior; 2) athlete role model influence is positively related to teenagers' favorable word-of-mouth communications; 3) the results show that athlete role model is positively related to teenagers' brand loyalty; and 4) there are no significant differences between male and female members of Generation Y when it comes to athlete role model influence on product switching and complaint behavior. For marketers, they should realize that celebrity sports athletes are important to adolescents when they make brand choices and talk about these brands positively. Moreover, regardless of their public behavior, teenagers do consider athletes...
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...Special Events: Finding a Sponsor for your Event by Usha Menon These are recommended steps for finding a sponsor for your event 1. Determine who your audience is: Sending “blind” proposals usually does not work well. Knowing your audience helps you to figure out who to solicit Events that are successful in securing sponsors often (1) have a ton of people involved or (2) have a very specific focus. Sponsors like the former because they can reach a large audience in one shot. The latter works well for sponsors who are trying to reach a particular target market. Unless your non-profit has the resources to handle an event with thousands of attendees, you should explore the “specific focus” route. When you are planning your event, plan to go beyond your orghanisation. For instance, if your agency provides shelter to animals, think about hosting an event in which you can invite local veterinarians, pet store owners, zoo employees etc.. One reason to invite “professionals” is because it is lucrative from the sponsors point of view. Sponsors may not be interested in your organization, but they may be interested in getting their product into the hands of these professionals. Another advantage to inviting a new pool of people is that more people will know about your organization and possibly volunteer or donate money. Once you have established your audience, do some brainstorming. Think about which companies and local and local businesses are likely to be interested...
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... * Reception after Hanna Lecture – Thursday, January 9, 8:00 p.m. * Homans Lecture/NAKHE Awards Luncheon – Friday, 12:30 – 2:00 p.m. * All Conference Banquet/Keynote speaker * Sargent Lecture/Luncheon – Friday, 12:30 – 2:00 p.m. All-Conference Sponsor - $20,000 Sponsorship of entire conference is available. Cost $20,000. The All-Conference Sponsor receives all of the above (in the Exhibitor Package) including: * Up to seven (7) 11’ x 11’ booth spaces (entire exhibitor area) including 8’ skirted table, two chairs and table cover (if needed) for all spaces. * Logo prominently displayed on Congress computer bag that is handed to all participants of the conference. * Special Guest status at all events, luncheons, and receptions. * Sponsorships of ALL luncheons and receptions (See Special Event Sponsor below) which includes banner (or equivalent corporate brand) prominently displayed and special recognition at following events: * All-conference * VIP * Banquet * Hospitality breaks * Full Page Ad on the back page of the Congress * Logo on all promotional and marketing materials including Congress flyer sent to all potential participants * Logo prominently displayed on NAKHE...
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...… … … … … … … … … .p10 1.1 . The development of the sporting club … . … … … … … … … …................... p11 1.2 . The policy of sponsorship of the stadium Francais………………………………… .... p12 1.2.1 . Sponsorship: an evolving activity since 1990 … … … … … … .p12 1.2.1.1 . The economic evolution… … … … … … … … … … … … … …................... p12 1.2.1.2 . An evolution of methodes………………………………………… … …p13 1.2.2 . The foundations of the sponsoring………………………………………………… ... p13 12.2.1 . The characteristics of l'echange……………………………………… …p13 1.2.2.2 . The sponsorship as a component of a comprehensive system… … … … … … …p15 1.2.2.3 . The objectives of the sponsorship… … … … … … … … … … … … … … … … … …p15 1.2.3 . Why the French Stage attracts t-it both for sponsors ? ......................................... p18 1.2.3.1 . Sponsorship: a dynamic positive……… … … … … … … … … … … .p19 1.2.3.2 . A search of positionnement………………………………………… ... … ..p20 1.2.3.3 . The creation of a link between the consumer and the brand.. … … … . … …p21 1.2.4 . The dangers of sponsorship… … … … … … … … … … … … … … … … .p21 1.3 . The communication policy… … … … … … … … … … … … … … .p23 1.3.1 ....
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...Summary Sponsorship is very much part of our lives and this speech says all a sponsor might say when presenting prizes at a golf tournament. It is suitable for a president, manager or sales executive of the sponsoring company. BODY Title of honored guest, if applicable, ladies and gentlemen, Being a golf sponsor is a bit like being father of the groom at a wedding. I just have the enjoyment of a day out without any of the responsibilities. That is not to say, of course, that I did not keep a keen eye on what was happening. After all I have my reputation to consider. I couldn't be seen to sponsor anything or anyone that was below par. It goes without saying that everything today went without a hitch. How could it not when the committee organized the event in a way the civil service would do well to copy? The greens were so beautifully kept that they were just calling out to be photographed for an advertisement enticing tourists to these green parts. It goes without saying that the catering staff must be one of this country's best-kept secrets. It's a secret we are definitely going to keep to ourselves. The golf itself was, as usual, of a very high standard and now I know exactly where I have been going wrong. I think I should have stuck to marbles. At least they wouldn't have so far to roll! Our winners, though, have obviously studied the handbook very hard. More than that though they showed the sporting spirit which is so much part of the game of golf. I hereby congratulate...
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...Part 2 9.) The rationale for Merrell Shoes to appear in this movie was to sponsor Morgan Spurlock. Its other rationale was to help show how to gain corporate sponsorship in making a movie and the importance of branding. It also gave Merrell Shoes a way to express their brand and show what its all about. 10.) The risk of having this brand in the movie is that it can have a negative impact on Merrell Shoes. Also if the movie does bad and receives many bad reviews then it can make the brand look bad and will ultimately hurt the reputation of the brand. Just like there are risk there are also potential rewards. One potential reward is that they will have their brand advertised which will make customers that never heard of the brand interested and aware of the brand. More people will start to take notice and more people will buy from this brand. 11.) The Quid Pro Quo was that Merrell Shoes would sponsor Morgan Spurlock and Morgan Spurlock will promote their brand. The brand had to provide money to be in the film and shoes so that he can use them during the movie to advertise and talk about how great the brand is. The brand was featured as the worlds greatest shoe store. Merrell Shoes gained publicity and recognition in return for sponsoring the film. 12.) Merrell Shoes appearance in The Greatest Movie Ever Sold was a good decision. It didn’t hurt the brand in any way, matter fact it gave the brand more recognition. There is no such thing as bad publicity, every type of publicity...
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...marriage and became a looser in the end. As a movie it was quite interesting. Imagine what happens when it appeals to real life. In Marketing this type of stealing the show has become a common phenomenon. In the year is 1996, Reebok was the official sponsor of the Games. They've spent quite a bit of money trying to convince the world to buy Reebok shoes and clothing. The Atlanta organizing committee is keeping things hush about who will light the torch. And then, imagine this: Nike CEO Phil Knight parachutes into the Opening Ceremonies, torch in hand, and lights the Olympic flame. The next day, everyone's talking about Nike, and nobody's talking about Reebok. In the same year i.e. in 1996, soft drinks giant Coke paid a fortune for the right to call itself the official sponsor of the World Cup. Rival Pepsi promptly launched a massive advertising blitz, based on the catch-line: Nothing Official About It. The Pepsi campaign captured the public imagination - and Coke, the official sponsor, lost out. In the latest concluded IPL series DLF was the official sponsor but who got business is Kingfisher who was certainly an ambush marketer. The above cases are a simple replica of Dilwale Dulhaniya Le Jayenge. Here the official sponsor represents our Kuljeet...
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...(Belch & Belch, 1995; Shimp, 1997). Specifically, sport sponsorship is "a business relationship between a provider of funds, resources, or services and a sport event or organization, which offers in return specific rights that may be used for commercial advantage" (Howard & Crompton, 2004, p. 434). Of all the commercial advantages a corporation may seek to exploit through sport sponsorship (e.g. image building, brand building, media exposure), it seems the most important is the advantage to the be ttom line. Kinney and McDaniel (2003) stated that a marketer's ultimate goal is to increase sales, while Slater and Lloyd describe sport sponsorship as "strictly a commercial venture" and "not a philanthropic gesture" (2003, p. 194). So, as a rule, sponsors invest money for the prospect of increasing sales and a solid return...
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...was connected with a student project. A booth could also be set up in the stadium at the homecoming football game. There were other possibilities but a strategy decision would have to be made about intensive, selective, or exclusive distribution before outlets could be selected." {217} PROMOTION STRATEGY: "[I]nterviews with the local student newspaper and announcements in…a daily flyer available to all students…, a talk show aired by the student radio station" {217} Price for Advertising Sponsorship for the Calendar: UNIVERSITY SPONSORSHIP PRICE FOR ADVERTISING SPONSORSHIP U of M Miller Beer $3-4 {Unit Price} OSU Several Businesses $0 {Did NOT put advertising on the Calendar/ 215} U of O Coors Beer $5-6 {Unit Price} USC No Sponsor $0 {Did NOT put advertising on the Calendar/ 215}...
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...worldwide). If the entry fee is too expensive you won’t fill your playing field, which is a no go... Get people there first and then you’ll earn the big cash with all the other fundraisers during the day! Hole sponsors (Advertisers) – You will want to get a sponsor/advertiser for each of the 18 holes, as well as the practice green. Be creative about it and think of other places you can put up for advertising... Like the car park or dining hall! I would suggest seeking local advice on how much to ask for each sponsorship. The Golf Club who is hosting your golf day would be a good place to start. This figure will totally depend on where you are from and what type of people/companies will be sponsoring your day. I'd highly recommend you watch this video on "Getting more from corporate sponsorships for fundraising events" from Movie Mondays. It's brilliant! Make sure you subscribe to the Free Movie Mondays as well. Programme guide Advertising – If you have a programme booklet for the day, look to get companies to advertise in it. Other Sponsorships - Quite a few causes have started using online supporter/sponsor walls to fundraise for their fundraising events. It's a great idea! It's essentially Brick Fundraising online and you can set your Sponsor Wall up here through this App. You will also need a PayPal account to set it up...
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...Volpe Image Source: http://www.creativeguerrillamarketing.com/guerrilla-marketing/122-must-see-guerilla-marketing-examples Nobody counts the number of ads you run; they just remember the impression you make.” – Bill Bernbach Image Source: http://thefinancialbrand.com/11702/creative-showcase-may-2010 We offer various sponsorship opportunities to support a great cause and also receive a variety of marketing, promotions and advertisements for your business. For more information, either click the link below or forward to slide #20. Become a sponsor today to help support a great cause. More info here 85% of Americans say they have a more positive image of a product or company when it supports a cause they care about.” Source: MarketingCharts It’s about using the right tools, with the right triggers, within a proper marketing framework” – Vishen Lakhiani Image Source: http://www.btl-europe.com/?module=news&id=162&PHPSESSID= Sponsor our PHO Magazine Slideshare and have your company name and/or Logo on the homepage and EACH slide with a link back to your website. More info here or on Slide #23 There is no black magic to...
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...Address:__________________________________________________________ Item(s) to be Provided as Proof of Hardship: (Please Mark all that Apply) ____ Past Due Bill ____ Shut off Notice Name(s) of Child(ren), Age, & Sex: 1. _________________________ Age: _______________ Sex:______________ 2. __________________________Age:________________Sex:_______________ 3. ________________________ _Age:________________Sex:_______________ 4. _______________________ _Age:________________Sex:_______________ Policies Helping Hands has Two Lists - The Main List & The Waiting List The Main List - children currently needing sponsors. This is the list that our sponsors will see. The children on this list are the ones currently seeking sponsors. Note: This list is usually always full. The Waiting List - children who are waiting for spots to open up on The Main List. This is a list of all the families waiting to get sponsored. Note: There is always room available on this list. Helping Hands requires that all participating families submit some type of proof of hardship. Sending a picture to us is the best way to do things. We accept any past due bill or shut off notice for essential items, including but not limited to, electric, water or gas. All items must be dated within the past month. We ask that your family name be somewhere on the item being...
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