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000684812 010__ $$a  2013027512
000684812 020__ $$a9780786474318$$qpaperback$$qalkaline paper
000684812 020__ $$a0786474319$$qpaperback$$qalkaline paper
000684812 035__ $$a(OCoLC)ocn816564047
000684812 035__ $$a684812
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000684812 05000 $$aGV716$$b.F69 2013
000684812 08200 $$a796.07973$$223
000684812 1001_ $$aFortunato, John A.
000684812 24510 $$aSports sponsorship :$$bprinciples and practices /$$cJohn A. Fortunato ; foreword by Tony Ponturo.
000684812 264_1 $$aJefferson, North Carolina :$$bMcFarland & Company, Inc., Publishers,$$c[2013]
000684812 300__ $$axii,  214 pages ;$$c26 cm
000684812 336__ $$atext$$2rdacontent
000684812 337__ $$aunmediated$$2rdamedia
000684812 338__ $$avolume$$2rdacarrier
000684812 504__ $$aIncludes bibliographical references (p. 185-203) and index.
000684812 50500 $$tAcknowledgments --$$tForeword /$$rTony Ponturo --$$tIntroduction --$$g1.$$tPromotional Communication and Persuasion --$$tElaboration Likelihood Model --$$tElaboration Likelihood Model and Promotional Communication --$$tBranding Process --$$tAchievement of Goals Leading to Persuasion --$$tBrand Recall --$$g2.$$tThe Principles of Sponsorship --$$tProduct Placement --$$tSponsorship Denned --$$tThe Property Need for Revenue --$$tSponsors as Property Promoters --$$tThe Sponsorship Negotiation Process --$$tThe Role of Agencies in the Sponsorship Process --$$g3.$$tSponsorship Selection: Audience Variables, Cost and Exclusivity --$$tProperty Selection Overview --$$tProperty Selection: Target Audience --$$tProperty Selection: Income --$$tProperty Selection: Geographic Scope --$$tProperty Selection: Common Interest --$$tSponsorship Timing --$$tSponsorship Cost --$$tSponsorship Exclusivity --$$tProduct Category Definition --$$g4.$$tSponsorship Selection: Game/Event Brand Exposure Opportunities Through Media --$$tSponsored Elements Within the Broadcast --$$tStadium and Arena Naming Rights Sponsorship --$$tSponsor Role in Stadium Construction and Financing --$$tCollege Football Bowl Game Sponsorship --$$tAudience Reaction to Sponsorship --$$g5.$$tSponsorship Selection: Brand Association --$$tBrand Congruence --$$tIndividual (Self) Congruence --$$tSponsor Congruence --$$tSponsor Congruence: Image --$$tSponsor Congruence: Functional --$$tGeographic Congruence --$$tMultiple-Sponsor Congruence --$$tConsumer Behavior --$$tPurchase Congruence --$$tUniform/Apparel Sponsorship --$$tUniversity Uniform and Equipment Sponsorship --$$g6.$$tSponsorship Activation --$$tActivation Spending --$$tActivation: Planning and Customization --$$tActivation: Brand Association --$$tActivation: Brand Theme --$$tActivation: Fan Experiences --$$tActivation in Practice --$$tActivation In-Stadium/In-Arena --$$tNon-Stadium/Arena Activation --$$tHospitality --$$tCredit Card Industry --$$tSponsorship Retention and Renewal --$$g7.$$tHindrances to a Successful Sponsorship --$$tAdvertising Clutter --$$tAmbush Marketing --$$tAmbush Marketing Practices --$$tAmbush Marketing Remedies --$$tLeague and Team Conflict: The Legal Battles --$$tLeague and Team Conflict in Practice --$$tNon-Rights Holder Media Conflict --$$tCompany Scandal --$$tFans of Rivals --$$g8.$$tSponsorship of Individuals --$$tEndorser Characteristics --$$tExpertise --$$tIndividual Sponsors Activation --$$tAthlete and League/Team Conflict --$$tAthlete Misbehavior --$$tConflict Repair Strategies --$$tAthlete Injury --$$g9.$$tSponsorship and Corporate Social Responsibility --$$tThe Functions of Public Relations --$$tCorporate Social Responsibility --$$tSponsorship Selection: A Corporate Social Responsibility Initiative --$$tCorporate Social Responsibility Outcomes --$$tCorporate Social Responsibility and Sports Sponsorship --$$g10.$$tSponsorship Evaluation --$$tMethods of Evaluation: Brand Exposure Metrics --$$tEvaluation: Digital Technologies --$$tReturn on Investment (ROI) --$$tReturn on Objectives (ROO) --$$tEvaluation and Planning --$$tWho Should Measure? --$$tConclusion --$$tReferences --$$tIndex.
000684812 520__ $$a" This book focuses on how the sponsorship of sports works: the costs, the goals, evaluation and selection of the property a sponsor chooses, how to activate a sponsorship, how to create a brand association, public relations and brand image possibilities. "--$$cProvided by publisher.
000684812 650_0 $$aSports sponsorship.
000684812 650_0 $$aSports$$xPublic relations.
000684812 85200 $$bgen$$hGV716$$i.F69$$i2013
000684812 909CO $$ooai:library.usi.edu:684812$$pGLOBAL_SET
000684812 980__ $$aBIB
000684812 980__ $$aBOOK