Assessing the Potential of Sponsorship for Marketing Communications of Scottish Charities

Assessing the Potential of Sponsorship for Marketing Communications of Scottish Charities
Title Assessing the Potential of Sponsorship for Marketing Communications of Scottish Charities PDF eBook
Author Lea Horn
Publisher GRIN Verlag
Pages 71
Release 2018-01-08
Genre Business & Economics
ISBN 3668605424

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Master's Thesis from the year 2017 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, Edinburgh Napier University, language: English, abstract: Recent trends in the charity sector predict a challenging future in terms of procuring funding, as the Scottish Government is likely to decrease funds allocated to the third sector. In this context, this study aims to critically evaluate the potential of sponsorship as a marketing communications method for Scottish charities with focus on charities as the sponsoring entity. The author considers this assessment important, as it possibly holds the potential to generate sustainable government-independent funding through increased brand and cause awareness. The study is supported by a qualitative mono-method inductive research approach consisting of seven individual face-to-face interviews with a panel of experts from the corporate and charity marketing industries. Comparing marketing communications theory, sponsorship theory in particular as well as third sector theory with the research findings, this research project arrives at outlining possibilities for the development of starting points to develop fund-procuring methods with the means of sponsorship or adapted forms of it. One can record the following assumptions in regard to the feasibility of an implementation of sponsorship into charity marketing communications: Sponsorship provides significant benefits in terms of brand enhancement and identification, which would allow for a more targeted communication of the cause. Sponsorship can be deemed effective; yet, there is no predictability in measurement, which decreases its full applicability. Despite its favourable benefits, sponsorship is not viewed as viable for a use in the charity context due to a moral dilemma in justifying its cost. However, alterations or particular sections of sponsorship might be imaginable. Nonetheless, the study is underpinned by limitations like the small sample size and restricted locational aspects surrounding the sampling, which, however, offer great potential for future research in this field.

Marketing Communications

Marketing Communications
Title Marketing Communications PDF eBook
Author Micael Dahlen
Publisher John Wiley & Sons
Pages 613
Release 2009-12-21
Genre Business & Economics
ISBN 0470319925

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Marketing Communications: A Brand Narrative Approach is a mainstream, student-driven text which gives prominence to the driving force of all Marketing Communications: the imperative of Branding. The book aims to engage students in an entertaining, informative way, setting the conceptual mechanics of Marketing Communications in a contemporary, dynamic context. It includes key current trends such as: Brand narrative approach - Cases such as Dove, Harley-Davidson, Nike and World of War Craft feature real-life, salient examples which are engaging for students and reflect the growth of co-authored brand ‘stories’ to help build and maintain brands by customer engagement through meaningful dialogues. Media neutral/multi-media approach - This text has a sound exploration of online and offline synergy combining one-message delivery and multi-media exposures, through examples of companies and political campaigns using ‘non-traditional’ media to reach groups not locking into ‘normal channels’. This brand new text features an impressive mixture of real-life brand case studies underpinned with recent academic research and market place dynamics. The format is structured into three sections covering analysis, planning and implementation and control of Marketing Communications. Using full colour examples of brands, and student-friendly diagrams, the book acknowledges that the modern student learns visually as well as through text. ***COMPANION WEBSITE - www.marketing-comms.com ***

Events Management

Events Management
Title Events Management PDF eBook
Author Glenn A. J. Bowdin
Publisher Taylor & Francis
Pages 852
Release 2023-07-31
Genre Business & Economics
ISBN 1000904393

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A must-have introductory text of unrivalled coverage and depth focusing on events planning and management, the fourth edition of Events Management provides a complete A to Z of the principles and practices of planning, managing and staging events. The book offers a systematic guide to organising successful events, examining areas such as event design, logistics, marketing, human resource management, financial planning, risk management, impacts, evaluation and reporting. The fourth edition has been fully updated and revised to include content covering technology, including virtual and hybrid events, concepts such as social capital, soft power and events, social inclusion, equality, accessibility and diversity, and the latest industry reports, research and legal frameworks. The book is logically structured and features new case studies, showing real-life applications and highlighting issues with planning events of all types and scales in a range of geographical locations. This book has been dubbed ‘the events management bible’ and fosters an interactive learning experience amongst scholars of events management, tourism and hospitality.

Corporate Social Responsibility, Sustainability and Public Relations

Corporate Social Responsibility, Sustainability and Public Relations
Title Corporate Social Responsibility, Sustainability and Public Relations PDF eBook
Author Donnalyn Pompper
Publisher Routledge
Pages 223
Release 2015-11-19
Genre Business & Economics
ISBN 1135007225

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While public relations offers numerous assets for organization-stakeholder relationship building and for ethical corporate social responsibility and sustainability communication, it also faces challenges linked to negative perceptions of the profession which can lead to accusations of "greenwashing." This innovative book critically explores the growing, complex and sometimes contradictory connections among public relations, corporate social responsibility and sustainability. This book advocates a postmodern insider-activist role for public relations which can transform organizations into moral places committed to people, planet, and profit. By amplifying voices of nearly 100 for-profit and nonprofit professionals, and using hermeneutic phenomenological theme analyses of CSR/Sustainability reports and websites, this book invokes public relations, postmodern and critical theories to empower public relations professionals to transform organizations into ethical, authentic and transparent actors in the public sphere. It is essential reading for scholars, educators and enquiring professionals working in public relations, corporate communication, sustainability and corporate social responsibility.

Pain Management and the Opioid Epidemic

Pain Management and the Opioid Epidemic
Title Pain Management and the Opioid Epidemic PDF eBook
Author National Academies of Sciences, Engineering, and Medicine
Publisher National Academies Press
Pages 483
Release 2017-09-28
Genre Medical
ISBN 0309459575

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Drug overdose, driven largely by overdose related to the use of opioids, is now the leading cause of unintentional injury death in the United States. The ongoing opioid crisis lies at the intersection of two public health challenges: reducing the burden of suffering from pain and containing the rising toll of the harms that can arise from the use of opioid medications. Chronic pain and opioid use disorder both represent complex human conditions affecting millions of Americans and causing untold disability and loss of function. In the context of the growing opioid problem, the U.S. Food and Drug Administration (FDA) launched an Opioids Action Plan in early 2016. As part of this plan, the FDA asked the National Academies of Sciences, Engineering, and Medicine to convene a committee to update the state of the science on pain research, care, and education and to identify actions the FDA and others can take to respond to the opioid epidemic, with a particular focus on informing FDA's development of a formal method for incorporating individual and societal considerations into its risk-benefit framework for opioid approval and monitoring.

Annual Review of Government Funded R&D

Annual Review of Government Funded R&D
Title Annual Review of Government Funded R&D PDF eBook
Author Great Britain. Cabinet Office
Publisher
Pages 684
Release 1991
Genre Federal aid to research
ISBN

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Culture Management

Culture Management
Title Culture Management PDF eBook
Author Lukasz Wroblewski
Publisher Logos Verlag Berlin GmbH
Pages 197
Release 2017-01-30
Genre Business & Economics
ISBN 3832543783

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"Dr Lukasz Wroblewski's book Culture Management: Strategy and Marketing Aspects clearly recognises that the pressures on the cultural sector in the 21st Century are greater than ever before. Based on robust academic research within a practical industry context, this book addresses all the key issues related to marketing strategy and planning for the cultural industries. It will be an invaluable tool for managers, policy-makers and all those working in the creative and cultural world, and will help them to develop sound strategies for the future." Dr Kim Lehman Tasmanian School of Business and Economics, University of Tasmania "Dr Wroblewski's book explains clearly what has changed to make the use of business models necessary, even in organizations which might have resisted in the past. Globalization has resulted in a population which understands and appreciates art and culture created in other countries. While it might be agreed that this is beneficial for society, it means that cultural arbitrators within a country no longer have the authority to dictate what is accepted as culture. Managers now understand that to gain the support of the public they must explain the benefits of consuming their cultural product." Dr Bonita M. Kolb Professor Emeritus of Lycoming College in Pennsylvania "A thoughtful and penetrating analysis of culture management addressing marketing strategies and cultural institutions. An important `must read' book for those involved in this exciting sector." Prof Adrian Payne University of UNSW Business School, University of New South Wales