Event Sponsorship and Fundraising

An Advanced Guide

Tom Lunt, Eva Nicotra

• Éditeur: Kogan Page
• Année: 2018
• ISBN:
  9780749480936
• Édition: 1
• Sujet: Business
• Sous-sujet: Marketing

Securing sponsorship and other sources of funding for events is becoming increasingly competitive, making differentiation and delivery vital. Event Sponsorship and Fundraising explores this complex area of event management, drawing on both experiential marketing and consumer behaviour theories, and developing critical insights on the dynamics of successful event sponsorship. Its coverage includes professional guidance on prospecting for sponsors, brand activation and evaluation, as well as advice on relationship management, proposal writing and pitching to potential sponsors. Event Sponsorship and Fundraising places each of these concepts at the heart of the Integrated Marketing Communications Mix, alongside cutting edge literature on the topic. Written by two highly experienced industry practitioners, both of which now teach on two of the UK's leading event management degree courses, and supported by a comprehensive set of online resources, this book is an invaluable go-to resource for event management students, tutors and professionals alike.

INDEX

5G wireless systems 197

account directors 222–23

account executives 223

account managers 223

accountability 174, 175

act marketing 48

actual proposal 111, 112–13

Adams, Nick 34, 51, 55–61

advertisement blockers 8

advertising 28, 29

agreement without consideration 137–38

AIDA model 181

aims, sponsor’s see objectives

Alexander, Meredith 148

Alibaba 198

aligning audiences with sponsors 68–71, 208–09

ambush marketing 10, 99, 152, 158, 166–67

amplification 59–61

Andersson, T 82–83

Andreason, A 69

annual general meetings (AGMs), online 196

approaching prospective sponsors/funders 119–20, 210

Arcodia, C 146

Armstrong, G 28

art 12–15

Greenbelt Arts and Music Festival 52–55

Arts Council 12, 13–14, 16–18

assets identification 114–17

attracting sponsors’/funders’ support 65–87

attribution 178

audience accessibility 68

audience actionability 68

...