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说起赞助,曾有那么一段时间,业界更多是围绕着体育赞助这一赞助形式打转,这跟体育热点事件一波连着一波有关,而本刊此次聚焦赞助则不限于此,从节会赞助到文化活动赞助等多样性案例上,我们重新认识和把握赞助的内涵和外延。与“放大公益”、“操控危机”、“事件制造”等以往的焦点一样,本期焦点仍侧重于为企业提供可供参考的案例和实操方法。北京广播学院广告学院广告主研究课题组也继续为读者朋友们提供了专业研究报告:《2003-2004广告主赞助活动全报告》。特别要说的是,如果仅仅懂得赞助的重要性和震撼力,仅仅从营销传播层面来把握赞助,已经远远不够,赞助是企业的一项重要投资活动,所以必须从一定的高度和长期性上来把握,进而指导企业的行动。赞助,作为一种兼顾长远利益和短期利益;关注持续的服务能力和价值创造能力,不断提升企业品牌价值的一种营销传播行为,正日益受到企业的青睐。企业重视赞助活动这种营销传播方式,主要由赞助所特有的几大优势所致。优势一:通过策划形式多样的赞助活动,可以使企业的产品在消费者心中享有更高的知名度和美誉度,能够拉近产品与消费者之间的距离,发掘更多的潜在消费群体;优势二:赞助与广告相比,具有传播成本大幅度降低的优势,如果赞助活动运用得当,不仅会给企业创造巨
Speaking of sponsorship, there was a time when the industry revolved around the sponsorship form of sports sponsorship. This was related to the wave of sports hotspots. The sponsorship of this magazine is not limited to this. The Festival will sponsor sponsorships of cultural events and other diversity cases. We will re-understand and grasp the connotation and extension of sponsorship. Similar to the previous focus of “enlarge public interest”, “manipulation crisis”, and “manufacture of events,” the focus of this issue is still focused on providing companies with examples and practical methods for reference. The Advertising Research Group of the School of Advertising at the Beijing Broadcasting Institute has also continued to provide professional research reports for readers and friends: “2003-2004 Advertiser Sponsorship Report”. In particular, if we only understand the importance and deterrence of sponsorship, it is far from enough to grasp sponsorship only from the perspective of marketing communications. Sponsorship is an important investment activity of a company, so it must be from a certain height and long term. Grasping up and guiding the company’s actions. Sponsorship, as a kind of marketing communication behavior that takes both long-term and short-term interests into consideration, focuses on continuous service capabilities and value creation capabilities, and continuously enhances corporate brand value, is increasingly favored by companies. Enterprises attach importance to sponsorship activities, which are caused by several unique advantages of sponsorship. Advantage 1: Through the planning of various forms of sponsorship activities, the company’s products can enjoy a higher reputation and reputation in the minds of consumers, and can narrow the distance between products and consumers and explore more potential consumer groups; Two: Compared with advertising, sponsorship has the advantage of a significant reduction in transmission costs. If sponsorship activities are used properly, it will not only create huge profits for enterprises.