Marketing Communications

338 CHAPTER 10 PUBLIC RELATIONS PR is most frequently used to support the corporate image. However, marketing communications can ...

CASE 10 339 Further reading Anthonissen, P. (2008), Crisis Communication: Practical PR Strategies for Reputation Management and ...

340 CHAPTER 10 PUBLIC RELATIONS Figure 10.4 Stakeholder groups of SUEZ All this makes LNG as safe, or even safer, to transport a ...

CASE 10 341 Table 10.9 Key governmental stakeholders Commonwealth of Massachusetts z Governor and key staffers within the Econom ...

342 CHAPTER 10 PUBLIC RELATIONS Table 10.10 Industry memberships Role Industry or trade group Founding Management Committee memb ...

REFERENCES 343 Do you think SUEZ handled the rumours of a credible threat of terrorism in a good way? What else could it have d ...

CHAPTER 11 Sponsorship CHAPTER OBJECTIVES This chapter will help you to: z Understand the difference between sponsorship and oth ...

SPONSORSHIP: WHAT IT IS AND WHAT IT IS NOT 345 Introduction Although in most companies the share of sponsorship in the communica ...

346 CHAPTER 11 SPONSORSHIP such as the sponsor.^6 Indeed, exposure to a sponsor’s name or logo is not the same as sponsor- ship ...

THE GROWING IMPORTANCE OF SPONSORSHIP 347 How sponsorship works A number of theoretical constructs can be used to understand the ...

348 CHAPTER 11 SPONSORSHIP biggest sponsor is Deutsche Telecom, which spends an estimated €90 million per year on sponsorship ri ...

TARGET GROUPS 349 so forcing cultural and social organisations to look for fi nancial support from private companies. Finally, l ...

350 CHAPTER 11 SPONSORSHIP depending on the objectives and the target groups of the global communications campaign, sponsorship ...

OBJECTIVES 351 Research indicates that, depending on the type of sponsorship and the type of company, diff erent objectives are ...

352 CHAPTER 11 SPONSORSHIP Corporate hospitality is developing relationship marketing activities within the framework of a spons ...

TYPES OF SPONSORSHIP 353 support, in cash or kind, to an exhibition, a series of concerts, a philharmonic orchestra or an artist ...

354 CHAPTER 11 SPONSORSHIP Photo 11.1 Guinness sponsors football Source : Getty Images: Guinness. Photo 11.2 Johnnie Walker spon ...

TYPES OF SPONSORSHIP 355 sponsored the Rugby World Cup worldwide. It was estimated that, in the UK, 83% of all men were exposed ...

356 CHAPTER 11 SPONSORSHIP Obviously, arts and cultural sponsorship is fundamentally diff erent from sports sponsor- ship. First ...

TYPES OF SPONSORSHIP 357 biased (positive) perceptions about brands because they are endorsed – in their perception – by trustwo ...