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Auswahl und Bewertung von Engagements im Sportsponsoring: Dargestellt am Beispiel der Toto-Lotto Niedersachsen GmbH

Auswahl und Bewertung von Engagements im Sportsponsoring: Dargestellt am Beispiel der Toto-Lotto Niedersachsen GmbH

          
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About the Book

Inhaltsangabe: Einleitung: Das Sponsoring erfreut sich in den letzten Jahren einer wachsenden Beliebtheit. Die Überlastung mit Informationen und ihre selektive Wahrnehmung durch die Verbraucher haben eine verstärkte Suche der Unternehmen nach Alternativen zur Folge. Einige Unternehmen haben das Sponsoring als Möglichkeit ausgemacht, ihre Kommunikationsziele effektiver zu erreichen. Vieles spricht dafür, daß Sponsoring nicht nur eine Modeerscheinung ist, sondern sich auf Dauer als eine weitere Säule des Kommunikations-Mix etablieren wird. Diese vorliegende Arbeit gibt Aufschluß darüber, was Sponsoring leisten kann und wo die Grenzen eines solchen Engagements liegen. Es wird deutlich, was bei der Auswahl und Durchführung eines Sponsorships beachtet werden muß, welche Risiken bestehen und welche Möglichkeiten es gibt, den Sponsoringerfolg zu messen. Sponsoring soll als Prozeß begriffen werden, bei dem die Erfolgskontrolle dazu dient, den Ablauf der Engagements von der Auswahl bis zur Kontrolle ständig zu verbessern. Gang der Untersuchung: Die einzelnen Schritte von der Auswahl eines geeigneten Sponsorships über die Durchführung der Maßnahmen bis hin zur Erfolgskontrolle werden in dieser Arbeit vorgestellt. Es wird auf aktuelle Sponsoringformen Bezug genommen, um aktuelle Trends darzulegen sowie die unterschiedlichen Möglichkeiten und Probleme in den jeweiligen Bereichen deutlich zu machen. Detailliert werden sinnvolle Auswahlkriterien für Sponsoringmaßnahmen erläutert, mit dem Engagement verbundene Risiken aufgezeigt und die Unterschiede zwischen den beteiligten Interessengruppen beschrieben. Insbesondere auf die Bedeutung der Vernetzung mit den anderen Kommunikationsinstrumenten wird verstärkt eingegangen. Außerdem werden die Ansatzpunkte der Erfolgskontrolle und die Wirkungsweise des Sponsoring in der Theorie dargestellt, bevor die verschiedenen Methoden bezüglich ihrer Eignung für die Kontrolle des Sponsoringerfolges untersucht werden. Von besonderem Interesse si


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Product Details
  • ISBN-13: 9783838611891
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Weight: 127 gr
  • ISBN-10: 3838611896
  • Publisher Date: 04 Dec 1998
  • Height: 210 mm
  • No of Pages: 88
  • Series Title: German
  • Sub Title: Dargestellt am Beispiel der Toto-Lotto Niedersachsen GmbH
  • Width: 148 mm


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Auswahl und Bewertung von Engagements im Sportsponsoring: Dargestellt am Beispiel der Toto-Lotto Niedersachsen GmbH
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