Sponsoring at Ostfalia Hochschule

Flashcards and summaries for Sponsoring at the Ostfalia Hochschule

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Exemplary flashcards for Sponsoring at the Ostfalia Hochschule on StudySmarter:

Definition Sponsoring

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Definition Sponsorship

Exemplary flashcards for Sponsoring at the Ostfalia Hochschule on StudySmarter:

Vorteile Sponsoring
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Sponsoringarten

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Vorteile Sportsponsoring

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Systematisierung der Sponsoringfelder im Sport

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Vorteile Kunstsponsoring
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Charakterisierung Soziosponsoring

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Problem Ökosponsoring

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Voraussetzungen für gute Wahrnehmung von Sponsoring-Botschaften

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Imagetransfer
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Theoretische Grundlage Imagetransfer

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Exemplary flashcards for Sponsoring at the Ostfalia Hochschule on StudySmarter:

Sponsoring

Definition Sponsoring
- ZUwendung von Leistungen von einem Unternehmen an eine Person - Gewährung von Rechten zur kommunikativen Nutzung von Personen und Aktivitäten des Gesponserten - vertragliche Vereinbarung

Sponsoring

Definition Sponsorship
-spezifische Sponsor-Gesponserten-Beziehung -besteht wenn Einigung zwischen den Vertragsparteien ausgehandelt wurde

Sponsoring

Vorteile Sponsoring
-Spricht Zielgruppen in überwiegend nichtkommerziellen Situationen an -Massenmedien als Multiplikator -Akzeptanz von Sponsoring in der Bevölkerung -Imagetransfer

Sponsoring

Sponsoringarten
-Sportsponsoring -Kultursponsoring -Soziosponsoring -Ökosponsoring -Bildungsponsoring -Mediensponsoring

Sponsoring

Vorteile Sportsponsoring
-Hohe Medienpräsenz

Sponsoring

Systematisierung der Sponsoringfelder im Sport
-Sportart -Organisatorische Einheit -Leistungsebene -Internationale Sportgroßveranstaltungen und -ereignisse

Sponsoring

Vorteile Kunstsponsoring
-zweitbedeutendste Sponsoringart -hohes Entwicklungspotenzial - breites Spektrum potenzieller Sponsorships

Sponsoring

Charakterisierung Soziosponsoring
- Lösung von humanitären Problemen in der Gesellschaft - Unternehmen übernimmt soziale Verantwortung -Gesponserte sind Institutionen oder Einzelpersonen die nicht-kommerziell humanitäre Probleme aufgreifen

Sponsoring

Problem Ökosponsoring
Glaubwürdige Kommunikation des Sponsors

Sponsoring

Voraussetzungen für gute Wahrnehmung von Sponsoring-Botschaften
-große, prägnante Aufschriften - einheitliche Gestaltung des Umfelds -Vermeidung von Ablenkung -Platzierung in der Nähe des Eye Catchers -Platzierung auf geraden, glatten Flächen

Sponsoring

Imagetransfer
Übertragung/ Verstärkung von kognitiven und emotionalen Eigenschaften auf das Unternehmen/ die Marke des Sponsors

Sponsoring

Theoretische Grundlage Imagetransfer
Assoziatives Lernen: Ergebnis des gemeinsamen Auftretens zweier Reize

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