Sponsorship Today Essay -- Business and Management Studies

Sponsorship forthwithIntroduction to sponsorshipSponsorship is an historic trade tool for many organisations & isan important member of the promotional mix. Sponsorship involves thesupport of an event, activity, person, organisation or product by an misrelated organisation that may exchange specie, services or goods in mother for the association that the sponsorship offers. Sponsorschoose events that attract their target market to enhance their stationreputation & awareness. A method of shaping brand identity,sponsorship can purify smart set image, raise company profile &generate awareness of company values. An integral part of marketingstrategy, sponsorship is useable either as a single marketing activityor alongside other marketing tools such as advertisement, publicrelations & promotion in indian lodge to leverage the sponsorship & increasethe impact. Sponsorship originated in sports in the 1960s and has been thefastest maturation form of marketing spreading to the art s, media,charities, education & broadcasting as a result of globalisation,technological advances & recognition of the value & revenue that canbe earnt from sponsorship. A universal medium, few sports or artsevents are right away without sponsors looking to broaden their competitiveadvantage. Some forward thinking sponsors nowadays plan long term, usinggrass roots sponsorship to form a bond with their target market earlyin their development as a consumer. Previously used only as a PR tool, sponsorship it is now a separatecomponent of the promotional mix, playing an important role in thewhole of the marketing mix. Sponsorship consultants & advertisingagencies now carry sponsorship as a separate marketing tool andresearch agencies provide profiles of audiences, evaluate and measuresuccess.The growth of the sponsorship industry has been largely at the expenseof other forms of advertising, such as media advertising & due to therestrictions on advertising products such as alcohol and t obacco. Sponsorship of charities & other worthy concerns has also adult aspart of cause-related marketing programmes. Types of SponsorshipThe UK sponsorship industry can be divided into quaternity main sectorssports, broadcast and social and environmental and its sponsors paylarge sums of money to be associated with events that have worldwidecoverage. Spo... ... Sudharshan - Mastering merchandise Financial multiplication- The Essence of Services Marketing Adrian Payne- Value Based Marketing Doyle- Marketing Plans Malcom Macdonald- Marketing Principles and Practice Adcock, Bradfield, Halborg, Ross- Marketing CommunicationsWebsites- www.knowthis.com- www.cim.co.uk- www.dti.gov.uk- www.mintel.co.uk- www.wmrc.com - worldmarketsresearch centre- www.magrathesolutions.com- www.marketingguru.com- www.marketignteacher.com- www.meansbusiness.com- www.mediamixweb.com- www.dma.co.uk- www.idm.co.uk- www.etstrategicmarketing.com- www.marketingprofs.com- www.netmba.com - www.mtsu.com- www.banat.com.au- www.jackmartin.com- www.sponsorship.com- www.vodafone.co.uk- www.variantrandomstate.org- www.uksponsoship.com- www.standardlife.com- www.tinthepark.com- www.themanager.corg- www.sportlink.au.co.uk- www.sohotheatre.co.uk- www.publicity.org- www.nike.com- www.news.bbc.co.uk- www.netmba.com- www.stellaartois.com- www.sportssponsorship.co.uk- www.marketingvox.xom