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Tài liệu truyền thông - Chap19 - Sự kiện và nguyên nhân Tài trợ

1. Hiểu tài trợ sự kiện và làm thế nào để chọn thích hợp các sự kiện. 2. Đánh giá cao những lý do tiềm ẩn sự phát triển của sự kiện tài trợ 3. Biết những gì các yếu tố một công ty nên xem xét khi lựa chọn một sự kiện để tài trợ. | Event and Cause Sponsorships CHAPTER 19 Understand event sponsorships and how to select appropriate events. Appreciate the reasons underlying the growth of event sponsorships Know what factors a company should consider when selecting an event to sponsor. Understand how and why companies ambush events. Appreciate the importance of measuring sponsorship performance. Chapter Objectives After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved. 19– 19– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Recognize the nature and role of cause-related marketing (CRM). Appreciate the benefits of CRM programs. Understand that accountability is a key consideration for cause-oriented as well as event-oriented sponsorships. Chapter Objectives (cont’d) After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved. 19– 19– © 2010 South-Western, | Event and Cause Sponsorships CHAPTER 19 Understand event sponsorships and how to select appropriate events. Appreciate the reasons underlying the growth of event sponsorships Know what factors a company should consider when selecting an event to sponsor. Understand how and why companies ambush events. Appreciate the importance of measuring sponsorship performance. Chapter Objectives After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved. 19– 19– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Recognize the nature and role of cause-related marketing (CRM). Appreciate the benefits of CRM programs. Understand that accountability is a key consideration for cause-oriented as well as event-oriented sponsorships. Chapter Objectives (cont’d) After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved. 19– 19– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Sponsorship Marketing Sponsorship Is an exchange between a sponsor [such as a brand] and a sponsee [such as a sporting event] whereby the latter receives a fee and the former obtains the right to associate itself with the activity sponsored Is the marketing of the association by the sponsor Both activities are necessary if the sponsorship fee is to be a meaningful investment 19– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Why the Growth in Sponsorships Sponsorships Help firms to avoid the clutter in advertising media Help firms respond to consumers’ changing media habits Help firms gain the approval of various constituencies Can enhance brand equity by increasing consumer awareness and by enhancing the brand’s image Enable marketers to target their marcom efforts to specific geographic regions and lifestyle groups 19– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Event .