000			04145cam a2200973Ii 4500
001			2227
008			150117s1994 enk 000 0 eng d
020			_a0749411260 (paperback)
040			_erda
049			_aTR-IsMEF
050			_aHD59.35 _b.W73 1994
100	1		_aWragg, David W., _eauthor.
245			_aThe effective use of sponsorship / _cDavid Wragg.
264			_aLondon : _bKogan Page, _c1994.
300			_a125 pages ; 23 cm.
336			_atext _2rdacontent
337			_aunmediated _2rdamedia
338			_avolume _2rdacarrier
520			_aSponsorship has become an important aspect of the marketing and public relations programmes of many companies. Getting the best value from sponsorship and charitable donations calls for special marketing skills. This detailed guide explores the role of sponsorship as a marketing tool, covering all aspects including: budgets and planning; media relations; targeting charitable donations; making the most of opportunities; matching activity to objectives; managing sponsorship; and assessing the results.
596			_a1
650	0		_aCorporate sponsorship.
653	1		_aMarketing
830	0		_aMarketing in action series.
900			_aMEF Üniversitesi Kütüphane katalog kayıtları RDA standartlarına uygun olarak üretilmektedir / MEF University Library Catalogue Records are Produced Compatible by RDA Rules
910			_aÇağlayan.
942			_2lcc _cBKS
970	0	1	_aIntroduction, _p7.
970	1	2	_tChapter 1 sponsorship and charitable donations today, _p9.
970	1	1	_tDefinitions, _p11.
970	1	1	_tSponsorship and charitable donations today, _p15.
970	1	2	_tChapter 2 the role of corporate support, _p19.
970	1	1	_tThe relationship between business and the community, _p20.
970	1	1	_tSponsorship, _p24.
970	1	1	_tThe sponsor's expectations, _p25.
970	1	1	_tCharitable donations, _p32.
970	1	2	_tMatching activity to the corporate objectives, _p37.
970	1	1	_tFive steps towards the right opportunity, _p39.
970	1	1	_tSponsorship opportunities, _p40.
970	1	1	_tObjectives, _p41.
970	1	1	_tThe audience, _p42.
970	1	1	_tActivity, _p44.
970	1	1	_tTerritory, _p46.
970	1	1	_tThe desired image of the company, its products or brands, _p48.
970	1	2	_tResponsibilities and policies, _p51.
970	1	1	_tWhose function is it?, _p52.
970	1	1	_tEstablishing a policy, _p54.
970	1	1	_tDeveloping a system for managing support, _p56.
970	1	2	_tChapter 5 budgets and planning, _p60.
970	1	1	_tEvaluating existing sponsorships and charitable donations, _p63.
970	1	1	_tPlanning, _p64.
970	1	1	_tPreparing a sponsorhip budget, _p65.
970	1	1	_tBudgeting for charitable donations, _p68.
970	1	2	_tManaging sponsorhip, _p70.
970	1	1	_tSeeking the right event, _p71.
970	1	1	_tSponsorship consultancy, _p72.
970	1	1	_tPitfalls to be avoided, _p73.
970	1	1	_tThe vital steps, _p75.
970	1	1	_tScheduling the sponsorhip, _p76.
970	1	1	_tNegotiating a sponsorship agreement, _p76.
970	1	1	_tCommunicating a sponsorship, _p79.
970	1	2	_tChapter 7 managing charitable donations, _p84.
970	1	1	_tTargeting donations, _p86.
970	1	1	_tAssessing charities, _p91.
970	1	1	_tInvolving staff, _p94.
970	1	1	_tWorking with charities, _p95.
970	1	2	_tChapter 8 media relations, _p98.
970	1	1	_tMedia relations for sponsorship, _p100.
970	1	1	_tMedia relations for charitable donations, _p102.
970	1	1	_tNews, _p103.
970	1	1	_tFeatures, _p105.
970	1	1	_tPhotographs, _p105.
970	1	1	_tContact with the media, _p106.
970	1	1	_tInto the press room, _p110.
970	1	1	_tOn the air, _p111.
970	1	2	_tChapter 9 assessing the results, _p113.
970	1	1	_tMonitoring sponsorships, _p113.
970	1	1	_tResearch, _p115.
970	1	1	_tMonitoring press and broadcast coverage, _p117.
970	1	1	_tJudging by results, _p118.
970	1	1	_tCharitable donations, _p119.
970	0	1	_aBibliography and further information, _p120.
970	0	1	_aIndex, _p122.
999			_c11457 _d11457
003			KOHA