Marketing Assignment 代寫:贊助營銷計劃

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  • Marketing Assignment 代寫:贊助營銷計劃

    1) 奎斯特和湯姆森(2001)的文章總結道,“…。贊助有效性直接關系到贊助商愿意在多大程度上利用其投資”。用他們研究的例子簡要解釋一下這句話的意思。(廣告和宣傳對藝術贊助效果的影響)
     
     
     
    奎斯特和湯姆森以1988年阿德萊德藝術節為例,采用實驗方法探討了不同投資程度與背后的激勵因素及其相對有效性之間的關系。三家贊助商在提升企業整體社會形象和在特定目標市場增加產品或服務方面,依次投入最多、最少和中間金額,在活動結束后得到不同的效果。只有花費最多的贊助商才能達到讓觀眾意識到自己是贊助商的目的。它清楚地表明,你在贊助上投入的資金越多,你就能從中獲得更多的效果。
     
     
     
    2) 簡要討論藝術和體育贊助之間的主要區別(Quester和Thomson,2001)(廣告和推廣對藝術贊助效果的影響)
     
     
     
    藝術贊助和體育贊助有四大區別。第一,追求的目標。藝術贊助將社區關系和熱情好客視為其最重要的目標,而體育贊助則更多地著眼于受眾范圍、品牌和產品意識以及尋求媒體曝光。第二,評估過程。藝術贊助進行更頻繁的評估。三是針對性。藝術贊助通常將贊助職能集中在公關部門,而不是體育贊助通常在其中執行項目的營銷部門。最后,他們在組織層級中有不同的職責。體育贊助是一種更緊密的贊助方式,它以更有效的管理來發揮市場功能。
     
     
     
    3) 從贊助者的角度簡要討論Coughlan和Mules(2001)的研究結果。(堪培拉花展的贊助意識和認可)
     
     
     
    Coughlan和Mules的研究表明,贊助組織正在從他們的贊助中尋找各種商業成果,因為贊助活動可能會增加品牌優勢和企業形象。為了有效地實現自己的目標,應該注意兩點規則。對于贊助組織來說,清晰有效地與消費者溝通是非常重要的,這有助于贊助商在賽事期間的贊助競爭中脫穎而出。另一件事是,如果贊助商希望在一個活動中獲得重要的知名度,他們應該確保他們不會贊助一個擁有大量贊助商的活動,并且他們應該在活動期間“在現場”非常顯眼。
     
    國際和國內品牌的訪客識別水平高于這些品牌的本地識別水平,這一點在未經許可的認知中顯而易見。
     
     
     
    4) 簡要討論訪問媒體贊助商對活動(贊助營銷計劃)的重要性。
     
     
     
    首先,如果允許其他贊助商參與,訪問媒體贊助商可以幫助銷售其他贊助商。因為其他贊助商可以通過活動的媒體點獲得額外的推廣,這是一個雙贏的局面。其次,贊助的關鍵是提高知名度,媒體可以通過塑造或改變企業的品牌形象,加強消費者與全球品牌的密切關系,甚至塑造消費者的態度。最后但并非最不重要的是,媒體本身可以制作和播放有關活動的廣告信息,可以對活動進行大量宣傳,這是活動的主要目標。
     
     
     
    5) 簡要討論活動針對組織進行贊助時可能采用的關鍵標準(贊助營銷計劃)。
     
     
     
    第一個標準是你能賣給贊助商什么。活動的類型將決定你能賣什么。你賣什么可以決定什么樣的贊助商會被吸引。活動組織經理應根據其價值來尋找有動機的贊助商。然后,你可以根據你需要什么來支持這個活動的過程,專注于你想接近什么樣的公司。另外,你可以通過弄清楚這些贊助商是否已經在你的市場上贊助,找到可能的贊助商。因為他們也會把他們的投資放在你的活動上。

    Marketing Assignment 代寫:贊助營銷計劃

    1) The article by Quester and Thomson (2001) concludes that “…. sponsorship effectiveness is directly related to the degree to which the sponsors are willing to leverage their investment”. Briefly explain, using examples from their study, what is meant by this statement. (Advertising and Promotion Leverage on Arts Sponsorship Effectiveness)
     
    Quester and Thomson employs an example of the 1988 adelaide Festival of the Arts by using an experimental method to discuss the relationship between different degree of investment with the motiveating factors behind and their relative effectiveness. Three sponsors, spending the most, the least and intermediate amount in sequence in enhancing their corporate image to society in general and increasing their product or service in specific target market, get different result after the event. Only the sponsor who spend the most have achieve its aim of making the audience aware of its role as a sponsor. It clearly indicates that the more investment you put in the sponsorship, the more effectiveness you can get from it.
     
    2) Briefly discuss key differences between arts and sports sponsorship (Quester and Thomson, 2001)  (Advertising and Promotion Leverage on Arts Sponsorship Effectiveness)
     
    There are titally four differences between arts and sports sponsorship. First, the objective sought. Arts sponsorship rates community-relations and hospitality as their most impoertant objective while sports sponsorship aims more for audience reach, brand and product awareness and seeking media exposure. Second,the evaluation processes. Arts sponsorship carrys out more frequent evaluations. Third,audiences targeted. Arts sponsorship commonly centers the sponsorship function in the PR department rather than the marketing department that sports sponsorship usually conduct their programs in.last, they have different responsibility within the organization hierarchy. It is sports sponsorship, a closer sponsorship that takes the market function with a more effective management.
     
    3) Briefly discuss the findings that emerged from the study by Coughlan and Mules (2001) from the viewpoint of sponsors. (SPONSORSHIP AWARENESS AND RECOGNITION AT CANBERRA’S FLORIADE FESTIVAL)
     
    The study by Coughlan and Mules shows us that the sponsoring organizations are looking for various commercial outcomes from their sponsorship for the reason that sponsoring of events may increase perceived brand superiority and corporate image. To effectively achieve their own objectives, two points of rules should be noted. It is very important for sponsoring organization to clearly and effectively communicate to the consumer link between their organization and the event, which help sponsors stand out in the competition of the sponsorship during an event. The other thing is that if a sponsor wishes to achieve significant awareness at an event, they should ensure they do not sponsor an event with large numbers of sponsors and they shoud be highly visible “on the ground” during the event.
    Visitor recognition levels of international and national brands are higher than local recognition levels of those brands, as was evident with unprompted awareness.
     
    4) Briefly discuss the significance of accessing media sponsors for an event (The Sponsorship Marketing Plan).
     
    First of all, accessing media sponsors can help sell other sponsorships if it is permitted to have other sponsors in its spots. Because other sponsors can get additional promotion via the event’s media spots, which is a win-win situation. Second, the key to the sponsorship is to improve visibility, media can strengthen the consumer’s close relationship with the brand worldwide, even shaping consumer’s attitudes by creating or changing a brand image of companies. Last but not the least, media, itself can produce and broadcast advertising message regarding the event, much publicity can be received to the event, which is the main objective of the event.
     
    5) Briefly discuss key criteria an event might employ when targeting organisations     for sponsorship (The Sponsorship Marketing Plan).  
     
    The first criterion is what you can sell to sponsors. The type of the event will determine what you can sell. And what you sell can determine what kind of sponsors will be attracted. The event organization manager should base on its value to find sponsors that will be motivated. Then you can focus on what kind of company you want to approach according to what you need to support the process of this event. Also, you can find the may-be-sponsors by figuring out whether these sponsors have already been sponsoring in your market or not. Because they will put their investment in your event as well.

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