8,775 research outputs found

    Local Restaurants’ Marketing and Sponsorship Within Collegiate Athletics

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    Corporate sponsorships, trademark licensing, and broadcasting rights within college athletics have become a multibillion-dollar business over the past decade. However, a gap in research exists within local businesses sponsorship of college athletics. Many college towns heavily rely on local businesses, specifically restaurants, to attract and retain sports fans. The purpose of this study is to examine local restaurants’ marketing strategies, community relations, and other sponsorship donations impacting the involvement of its collegiate sport sponsorship at the mid-major conference level. Purposeful sampling was used to include two local restaurant owners who participate in sport sponsorship in a Midwest college team. Semi-structured interview questions were used to acquire marketing strategies, sponsorship, asset selection, and return on investment (ROI) evaluation. Four main themes emerged: (1) the restaurant market in a college town, (2) pursuing big dreams through marketing: advertising, branding, and community connection, (3) progression in athletic sponsorship: decision making, investment, and assistance, and (4) keys to success. Local businesses often have different timing, intensity, and strength marketing strategies compared to those on a national level. The contributions and impacts of this study include sponsorship ROI evaluation strategies for two local restaurants, brand recognition and awareness valuation from their fan bases, and asset mixture selection

    The communications essence of sponsorship marketing

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    В статті проаналізовано поняття спонсорського маркетингу з точки зору його унікальної комунікаційної та комерційної привабливості. Зокрема, описано сучасні інструменти спонсорського маркетингу, розглянуто методи визначення ефективності спонсорського проекту.The concept of sponsorship marketing in terms of its unique communication and commercial appeal is analysed in the article, modern marketing tools of sponsorship are described. Authors suggest a list of possible objectives of sponsorship marketing. The means of marketing communication as a component of the sponsorship project are described. Examples of successful sponsorship projects are described, in particular projects of companies "Obolon» (support of the Ukrainian football - sponsorship of television program "World Cup", the web resource «UA-football.com», Ukraine championship in football), «Stella Artois» (support of Cannes Film Festival - sponsorship winners of the festival, the funding of printed and souvenir products). The study investigates the main sponsorship categories gradations and features media sponsor of the project planning through various means of media. This paper investigates approaches to assessing sponsorship. Methods of determining the effectiveness of the sponsorship project, in particular, the rate of ROI (return on investment) are described in the article.В статье проанализировано понятие спонсорского маркетинга с точки зрения его уникальной и комерческой привлекательности. В частности, описаны современные инструменты спонсорского маркетинга, рассмотрены методы определения эффективности спонсорского проекта

    Influences on Sponsorship Deals in NASCAR: Indirect Evidence from Time on Camera

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    Corporate sponsorship plays an important role in the entertainment business. The question becomes: what influences the value of a sponsorship contract? Empirical analysis of this question is relatively limited because of a lack of complete data on contract values. This is especially true in NASCAR where sponsorship values are generally not released to the public. We analyze a proportional proxy for driver sponsorship value: the value of time on camera. We find that the value of time on camera is influenced by driver performance but also by their experience and, in the case of two drivers, their family name-brand capital. The results confirm that sponsorship value in NASCAR is not only determined by what a driver has done most recently but, to some extent, what their fathers had done before them. Key Words: Sports, Sponsorship, NASCAR, Naming Rights, Return on Investment, Advertising

    Return on Investment in Public Relations: A critical assessment of concepts used by practitioners from the perspectives of communication and management sciences

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    Return on Investment (ROI) is a term commonly and non-specifically used by public relations practitioners when discussing the value to be created from communication activities. It mimics business language, particularly from business administration and financial management, but does not figure widely in academic discourse (Watson, 2005). Although the Institute for Public Relations [now CIPR] undertook a review of ROI practice in the United Kingdom (IPR/CDF 2004) and Likely, Rockland & Weiner (2006) proposed variations of ROI as alternatives to the discredited Advertising Value Equivalence (AVEs) measure of value creation, there has been little discussion other than Macnamara (2007) and Gregory and Watson (2008). This paper gives an overview on the views of ROI in public relations literature and concepts used by agencies and providers of measurement services. It reports on survey research amongst practitioners in several European countries on identifying the economic value of public relations. The findings are compared with the concepts of ROI used in business and accounting literature (Weber and Schäffer, 2006; Drury, 2007). Applied theory and parameters for the development of measurement and evaluation techniques are proposed. The paper concludes that the use of the term ROI in public relations needs a proper foundation in overriding management theory; otherwise PR theory and practice will discredit themselves

    Economic evaluation outcomes: major events development fund

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    This report outlines the results of an approach modelled on a cost-benefit analysis methodology undertaken by the Ministry of Business, Innovation and Employment in 2012.This report examines 18 of the 19 events that received an investment from the Major Events Development Fund (MEDF) between February 2010 and April 2012, for which either a post event report and/or an economic impact assessment, was submitted to the Ministry of Business, Innovation and Employment (MBIE).Investment received by each event ranged from 50,000(threeevents)to50,000 (three events) to 2 million (one event).The evaluation does not include the Rugby World Cup 2011, which as a “mega” event is beyond the scope and definition of “major” events that are the subject of this report. A Rugby World Cup 2011 Host Nation’s Report was published in December 2012, and informs economic and other social, cultural and legacy benefits for this pinnacle event.Some of the events evaluated include the New Zealand International Festival of the Arts 2010, World Rowing Championships 2010, Winter Games 2011, and the Volvo Ocean Race 2011-12 Auckland stop over. To protect the commercial nature of each event, individual events have not been identified in the report

    What are Companies Doing to Retain as Well as Develop People of Color and Women?

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    [Excerpt] Despite their best efforts, many corporations are unsuccessful in their attempts to create more inclusive environments that allow for progression and growth of women and minorities. More than 75% of CEOs include gender equality in their top ten business priorities, but gender outcomes across the largest companies are not changing. People of color represent 18% of directors and women of color represent only 4% of directors. Many leaders would theorize that this is a “pipeline” issue in that fewer qualified women and minorities are available in the workforce. However, the numbers just don’t support this hypothesis—the number of women and minorities in the workforce has been rising steadily since 1980; indeed, both groups have been in the workforce long enough to have been groomed for ascension to higher ranks. This research will identify key considerations for developing women and minorities as well as possible ways for building more inclusive mindsets

    Learning lessons from evaluating eGovernment: Reflective case experiences that support transformational government

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    Central Government strategy of e-inclusion is being manifested in the form of eGovernment. Given that it is the public purse that funds such investments, there is increasingly attention being paid to the evaluation of these investments, such that value for money and organisation learning can be realised. In this paper the authors report the findings from three interpretive in-depth organisational case studies that explore eGovernment evaluation within a UK public sector setting. The paper elicits insights to organisational and managerial aspects with the purpose of improving knowledge and understanding of eGovernment evaluation. The findings that are extrapolated from the case study analysis are presented in terms of lessons that gravitate around social factors, evaluation, adoption, ownership, prioritisation sponsorship and, responsibility. These lessons are extrapolated from the empirical enquiry to improve eGovernment evaluation practice. The paper concludes that eGovernment evaluation is an under developed area, with most work being developmental in nature and as a result calls for decision makers to engage with the eGovernment agenda and commission eGovernment evaluation exercises to improve evaluation practice such that transformational Government can realise its full potential. The paper ends by highlighting political, economic, technical and social issues as the drivers of the evaluation cycle
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