英国大学市场营销讲义Short Brand Sponsorship.ppt

Sponsorship/Celebrity Endorsment Housekeeping New Developments Reprise of Session VIII Advertising Today’s Topic Leveraging Secondary Associations to Build the Brand Sponsorship/Celebrity Endorsement New Developments Monopoly – revitalising an Old Brand Disney Version Nottingham Version Sponsorship’s Scope Estimated World-wide spend on Advertising is ￡19 billion and growing (1999 estimate). In the UK 2000, Arts sponsorship = ￡141m (+23% 98/99), Sports sponsorship = ￡377m (+5% 98/99) : 2002 = ￡1 billion on sport alone FIFA suggests soccer generates $200 billion economic activity p.a.. The Wor