haku: @author Kennedy, M. / yhteensä: 3
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| Tekijä: | Meerabeau, E. Gillett, R. Kennedy, M. |
| Otsikko: | Sponsorship and the drinks industry in the 1990s |
| Lehti: | European Journal of Marketing
1991 : VOL. 25:11, p.39-56 |
| Asiasana: | SPONSORSHIP DRINKS INDUSTRY PROMOTION MARKETING MIX MEDIA SELECTION RESOURCE ALLOCATION |
| Kieli: | eng |
| Tiivistelmä: | The alcoholic drinks industry was quick to utilise sponsorship as a promotional tool, and has now the second biggest spend of it. The market is subdivided into five areas: sporting, the arts, conservation and charities, education, and the media. Expenditure in sponsorship, differences between corporate and brand sponsorship as well as the regulatory environment are discussed. Sponsorship as a proportion of the marketing mix is increasing. Sponsorship of the media, especially television will increase very rapidly. Many pundits foresee a rise in resource allocation to the arts, education and charities. Examination of reasons for entering into sponsorship deal suggests that the drinks industry is likely to make greater use of sponsorship. |
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