Quick creation of notoriety due to a Speculative with the effects that may multiplication of press coverage be negative Positive impact on the if the Difficulty to measure effects that are operation is well chosen potentially not manageable (communicated value transfer) Actions are often punctual, not Personal contacts with various enough long term vision partners Figure 4: Sponsorship advantages/Inconveniences Source - Meenaghan, T. (2001). Sponsorship and advertising: A comparison of consumer perceptions. Psychology & Marketing, 18 (2) 1.2. The of sponsorship As described earlier, the field of action for sponsorship is almost unlimited. However we can classify the various areas of sponsorship as follows: Sports the most representative area in terms of sponsorship – Culture not as highly represented as sports, but it remains an interesting opportunity – for sponsors Scientific, technical and educational events mainly explored by companies having the – same profile Social and humanitarian causes - a do” in corporate sponsorship strategy “must 1.3. Corporate sponsorship overview
Quick creation of notoriety due to a multiplication of press coverage Positive impact on the if the operation is well chosen (communicated value transfer) Personal contacts with various partners Speculative with the effects that may be negative Difficulty to measure effects that are potentially not manageable Actions are often punctual, not enough long term vision Figure 4: Sponsorship advantages/Inconveniences Source - Meenaghan, T. (2001). Sponsorship and advertising: A comparison of consumer perceptions. Psychology & Marketing, 18 (2) 1.2. The of sponsorship As described earlier, the field of action for sponsorship is almost unlimited. However we can classify the various areas of sponsorship as follows: Sports – the most representative area in terms of sponsorship Culture – not as highly represented as sports, but it remains an interesting opportunity for sponsors Scientific, technical and educational events – mainly explored by companies having the same profile Social and humanitarian causes - a “must do” in corporate sponsorship strategy 1.3. Corporate sponsorship overview
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