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Optimiertes Management im Sportsponsoring: Die Auswahl des passenden Sponsorships als Instrument der Markenkommunikation
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ISBN10: 3836695502
ISBN13: 9783836695503
Publisher: Diplomica Verlag
Published: Aug 27 2010
Pages: 92
Weight: 0.39
Height: 0.19 Width: 7.00 Depth: 10.00
Language: German
ISBN13: 9783836695503
Publisher: Diplomica Verlag
Published: Aug 27 2010
Pages: 92
Weight: 0.39
Height: 0.19 Width: 7.00 Depth: 10.00
Language: German
Wir werden keinesfalls diese skandalöse Schleichwerbung unterstützen! Dieser prägnante Satz beschreibt eine Sichtweise zum Thema Sponsoring in seiner Anfangszeit, so gefallen 1968 beim Formel 1 Grand Prix von Spanien. Zum ersten Mal tauchte eine Firma mit ihrem Logo auf einem Rennwagen auf, welche nicht unmittelbar mit dem Rennsport verbunden war - Sponsoring. Als Reaktion stellten die beiden Fernsehsender ARD und ZDF für den Rest der Saison, unter Ausspruch des oben genannten Zitates, die Übertragung von Formel 1-Rennen ein. Seit den 80er Jahren ist Sponsoring ein immer beliebter werdendes Instrument der Kommunikationspolitik. Alle Sponsoren, unabhängig ob sie sich im Bereich Sport, Kultur, Kunst, Soziales oder Umwelt engagieren, haben die gro e Chance erkannt, etwas von den Werten, Assoziationen und Emotionen des Sponsoringobjekts in das Unternehmen zu transferieren. Auch bei Kunden, Aktionären und Mitarbeitern ist eine Imageverbesserung zu erreichen. Nach einer Studie aus dem Jahr 2008, bei der die 2500 umsatzstärksten Betriebe und Dienstleistungsunternehmen in Deutschland befragt wurden, gaben 74,7 % an, in ihrem Kommunikations-Mix auf Sponsoring zu setzen. Hierbei bindet dieses Instrument 16,6 % des gesamten Kommunikationsbudgets. Noch zehn Jahre zuvor setzten weniger Unternehmen (69,7 %) mit geringer anteiligem Kommunikationsbudget (13,0 %) auf Sponsoring. Gründe für diese Entwicklung sind vielfältig und hinreichend bekannt: Informationsüberflutung, sensibler werdende Selektionsmechanismen der Zielgruppen, Phänomene wie Zapping und Reaktanz einhergehend mit dem Trend der Individualisierung sind die Auslöser für neue und ergänzende Wege in der Marketing-Kommunikation. Hinzu kommt die im Zusammenhang mit der zunehmenden Homogenität der Produkte und der wachsenden Erlebnisorientierung in der Gesellschaft entstandene Notwendigkeit, neue Kommunikationskanäle zur speziellen Zielgruppenansprache zu nutzen und sich durch den Aufbau emotionaler Bindungen zum Unt
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