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留学生论文:体育赞助有效性研究 Effectiveness of Sports Sponsorship

时间:2018-07-09 08:42来源:www.ukthesis.org 作者:英国论文网 点击联系客服: 客服:Damien
“很少有营销平台能与体育赞助所提供的品牌建设机会相匹配,在印刷、广播和新媒体方面有保障。在高度情绪化的体育世界里,观众认为赞助是对他们感觉到极大依恋的东西的支持。平均每场观众有1亿5000万多名观众观看了2004欧洲杯足球赛,其中有2亿7300万人参加决赛,而在英国,观众最多的是2070万人。”然而,英国的广告回避已经达到了最终的比例。大陆研究最近进行的一项研究发现,45%的英国成年人同意“我有机会尽可能避免电视广告”的说法。尽管如此,事实上,消费者花费越来越少的时间消耗传统媒体,然而,聪明的广告商正在设计与目标受众互动的新方法。
 
Introduction 简介
 
“Few marketing platforms can match the brand building opportunities offered by sports sponsorships, with the guarantee of exposure in print, broadcast and new media. In the highly emotive world of sport, the audience sees sponsorship as support for something to which they feel great attachment. An average of more than 150 million viewers watched each football match in Euro 2004, with 273 million people tuning in for the final, and in the UK, the highest audience was 20.7 million.” (Margraff, 2005) However, advertising avoidance in the UK is now reaching terminal proportions. A recent study conducted by Continental Research found that 45% of UK adults agree with the statement “Given the chance I avoid TV ads as much as I can”.. (Evans, 2006) Despite this, and the fact that consumers are spending less and less time consuming traditional media, Evans (2006) reports that lazy marketers still siphon off the majority of their budget to TV and magazines. Smarter advertisers, however, are devising new ways to interact with their target audience.
 
As a result the main feature of the course of the year will undoubtedly be in June, where the World Cup will break all sponsorship records, and will be the showcase for brands to interact with their consumers like never before. Brands will attempt to emulate Pringles, which partnered Yahoo! Sport's coverage during Euro 2004 to build awareness around its ‘dream team’ concept. (Evans, 2006) For sponsors, such viewing figures underline why it is so important to be associated with football tournaments and indeed any sports tournaments of magnitude. As a result, Cornwell et al (2005) have concluded that sponsorship of sports tournaments has now become a mainstream marketing communications tool. However, whereas sponsorship involves a fee paid in advance for future potential communication values, advertising offers a more knowable and more controlled communication. Furthermore, whereas sponsorship requires leveraging: promotional spending in addition to the sponsorship fee to obtain the greatest value, advertising is often sponsorship's most valuable leverage. Sponsorships may also be directed toward consumers, channel members, financial institutions, government, community, and employees.(责任编辑:cinq)


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