Der Kardinalfehler beim Sponsoring by Hans-Jurgen Borchardt
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Der Kardinalfehler beim Sponsoring

Der Kardinalfehler beim Sponsoring


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About the Book

Essay aus dem Jahr 2010 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: keine, Sprache: Deutsch, Abstract: Firmen, Organisationen, Veranstalter aller Art, Institutionen, Kommunen etc. versuchen mit dem Schlagwort "Sponsoring" Geld von Unternehmen oder Personen für die unterschiedlichsten Leistungen zu erhalten. Egal, ob Sport-, Charity-, Open-Air-, Vereins- oder Kultur-Veranstaltungen, Events, Stadtfeste oder Fernsehfilme gesponsert werden sollen, die Liste der Möglichkeiten ist beinahe unendlich. So wird auch in der Praxis zwischen vielen verschiedenen Sponsoringarten unterschieden. Aber wer nicht aufpasst und die Angebote nicht sorgfältig prüft, kann sein Geld verbrennen. Klarstellung: Sponsoring ist keine Wohltätigkeitsmaßnahme sondern Teil des Marketings. Damit ist Sponsoring ein Teil der absatzunterstützenden Aktivitäten, wie Werbung, Verkaufsförderung, PR etc. Entsprechend sind auch die Grundbedingungen identisch: Der Werbungtreibende/Sponsor zahlt Geld dafür, dass seine Information(en) vom Veranstalter dem Publikum, den Besuchern -auf klassischen Werbeträgern- vorgestellt werden. Aufgrund dieser fast identischen Leistung müssen auch die Angebote, die Zielsetzung, die Zielgruppen, das Preis-Leistungsverhältnis entsprechend professionell geprüft werden. Grob vereinfacht könnte man sagen, "Sponsoring ist eine subtilere Form der Werbung" und von den normalen Werbemaßnahmen oft nicht zu unterscheiden.


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Product Details
  • ISBN-13: 9783640756957
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 1 mm
  • Width: 178 mm
  • ISBN-10: 3640756959
  • Publisher Date: 08 Aug 2013
  • Height: 254 mm
  • No of Pages: 8
  • Series Title: German
  • Weight: 113 gr


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