已阅读5页,还剩14页未读, 继续免费阅读
版权说明:本文档由用户提供并上传,收益归属内容提供方,若内容存在侵权,请进行举报或认领
文档简介
Sponsorship CelebrityEndorsment HousekeepingNewDevelopmentsRepriseofSessionVIIIAdvertisingToday sTopicLeveragingSecondaryAssociationstoBuildtheBrandSponsorship CelebrityEndorsement NewDevelopments Monopoly revitalisinganOldBrandDisneyVersionNottinghamVersion MetropolitanPolicePatent TrademarkthehelmetandbadgeAlreadydonebytheNYPD YaoMingBirthdate 9 12 80NBAPosition CenterTeam ShanghaiSharksEducation ShanghaiSportsCollegeHt 7 5Wt 295Hometown Shanghai China WhoWantsaPieceoftheAction Sponsorship sScope EstimatedWorld widespendonAdvertisingis 19billionandgrowing 1999estimate IntheUK2000 Artssponsorship 141m 23 98 99 Sportssponsorship 377m 5 98 99 2002 1billiononsportaloneFIFAsuggestssoccergenerates 200billioneconomicactivityp a TheWorldCupgeneratesaudiencesinexcessof30billion 1in3peopleontheplanetwatchedthefinal Maybeefficient i e targetmarketmatch Rolex Yaughting Man U Vodaphone MaybeEffective 1 InRaisingAwarenesse g MartellandCornhill2 Emotional excitement involvementwitheventbreaksthroughfilteringandmarket noise SponsorshipBenefits overtheotherPromoMixElements SponsorshipBenefitsContinued AllowsforBrandImageTransfer AutoglassandChelsea VolvoandTennis Golf MotivatesInternalMarketersCorporateHospitalityOptionsNewsworthiness RelevanceLeveragepotential ExternalSponsorshipInfluences Domain Arts Sport Charities Mediaetc Differing Personalities SwatchvRoyalBankofScotland DifferencesinPerceivedAltruismvCommercialismEmotional Power Brands SponsorshipCategory BrandImageTransfer HIGH BROWARTS MASSARTS ENVIRONMENTALPROGRAMMES HEALTHY YOUNG ENERGETIC FAST VIBRANT MASCULINE SOPHISTICATED ELITE DISCRIMINATING UP MARKET SERIOUS PRETENTIOUS YOUNG ACCESSIBLE FRIENDLY CURRENT INNOVATIVE COMMERCIAL ADMIRABLE CONCERNED CARING INTELLIGENT EXPLOSIVE CARING CONCERNED EXPLOITATIVE Source MeeneghanandShipley 1999 MediaEffectinCommercialSponsorship EJM 33 3 4 SPORTS SOCIALCAUSES N B Theseareaggregated compositeimages Theywillvarywithinthecategory egRugbyUnionvRugbyLeague SponsorshipFocus IndividualRiskandPersonalityBenefit e gEricCantona TeamLessRisk LessClarityofPersonality NikeandBrazil EventLocalvGlobal QualityvSincerity TescosComputersforschoolsvIBMandOlympics SponsorshipComposition Individual Flora Composite LeicesterRFC Next AllianceandLeicesteretc Complex WorldCup 98 12mainsponsors 40minorsponsors 150logo merchandisingdeals TrendsinSponsorshipCompositionMoreComplexityMore AmbushMarketing AdidasvNikein 98WorldCup SponsorshipStatus SincerityandLocalSponsorship Communitybasede gTesco scomputersforSchools HighStatusandPerceivedQualityofSponsoringBrand s GlobalEventsandQuality SponsorshipDuration LongevityCornhillvGillettevVolvoPromiscuityNationwideandGlenHoddleExitStrategies ChoosingaBrandtoSponsor ThePowerofaBrand simageisafunctionof Favourability Football1980 svnow Strength Fanallegiancebehaviour Unique ManU GrandNationaletc CelebrityEndorsement AswithSponsorship CEaimstoproducetransferofimagefromthecelebritytotheendorsedbrandBydefinition celebrity meansthattheendorseriswellknowntothecustomer ItislessclearastowhatelementsofimagetransferandwhyFit NametheEndorserandBrand ApplyingFittoSponsorship CE Fitarisingfrom sourcecredibility Expertise Theextenttowhichthecommunicatorisperceivedtobeasourceofvalidassertionsabouttheobject message Trustworthiness Thedegreeofconfidencein
温馨提示
- 1. 本站所有资源如无特殊说明,都需要本地电脑安装OFFICE2007和PDF阅读器。图纸软件为CAD,CAXA,PROE,UG,SolidWorks等.压缩文件请下载最新的WinRAR软件解压。
- 2. 本站的文档不包含任何第三方提供的附件图纸等,如果需要附件,请联系上传者。文件的所有权益归上传用户所有。
- 3. 本站RAR压缩包中若带图纸,网页内容里面会有图纸预览,若没有图纸预览就没有图纸。
- 4. 未经权益所有人同意不得将文件中的内容挪作商业或盈利用途。
- 5. 人人文库网仅提供信息存储空间,仅对用户上传内容的表现方式做保护处理,对用户上传分享的文档内容本身不做任何修改或编辑,并不能对任何下载内容负责。
- 6. 下载文件中如有侵权或不适当内容,请与我们联系,我们立即纠正。
- 7. 本站不保证下载资源的准确性、安全性和完整性, 同时也不承担用户因使用这些下载资源对自己和他人造成任何形式的伤害或损失。
最新文档
- 银行业专题:从资金运转理解社融和M2之差
- 云计算导论 课件 第四章 云安全
- 高考物理一轮复习 热点突破提升练3 牛顿运动定律的应用-人教版高三物理试题
- 高二学生证据推理与模型认知能力调查问卷
- 2024届天津市十二区县重点校高三下学期第一次模拟考试历史试题(原卷版)
- 护理文件书写质量考核标准
- 2024届上海市浦东新区高三二模地理卷
- 恶臭气体监测仪校准规范
- 2024届福建省福州市毕业班高三地理适应性练习(13)含答案
- 广西贺州市2024届九年级中考一模数学试卷(含解析)
- 2024年国家义务教育质量监测-八年级心理健康考核试题
- 游泳智慧树知到期末考试答案章节答案2024年海南大学
- 2024年中国融通科学研究院集团有限公司招聘笔试参考题库附带答案详解
- 印刷服务投标方案(技术方案)
- 2023年04月北京市教育档案馆(北京教育博物馆)公开招考工作人员笔试题库含答案解析
- 敦煌的艺术智慧树知到答案章节测试2023年
- 改革开放以来家乡的变化.ppt
- 发展对象预审情况登记表
- 市政道路工程拆除工程专项施工方案(优秀工程方案)
- 《路基路面工程》课件 东南大学交通学院.ppt
- 中考历史专题复习:大国历史-(俄国)苏联的发展(人教版).ppt
评论
0/150
提交评论