An Understanding of Sports Sponsorship in India

An Understanding of Sports Sponsorship in India 1. Introduction The boost in competition, produced by the globalization of markets, had made the marketing mix a key factor for companies to be successful, or even to stay alive (Hollensen, 2003). Promotion has become ever more useful to have an effect on consumers’ attitudes and behaviour as a part of the marketing mix. Conventionally, promotion was consisted of advertising, PR and sales promotions (Vignali, 1997). Nevertheless, in modern years, there has been a substantial improvement in sponsorship of organasations and events in the fields of the sports, arts, social aid and broadcasting. This improvement has placed sponsorship at the same level of significance than most conventional promotion tools, particularly advertising (Lardinoit and Derbaix, 2001). In 2004, as per the projections, global spending in sponsorship was estimated to reach US $28 billion (from $23.6 billion in 1999 and $2 billion in 1984), of which 69% relates to sporting events (Meenaghan, 2001). Sponsor ship is a business-related activity where one party allows another a chance to utilize an association with a target audience in exchange for funds, resources or services. Sponsorship activities are used by organisations in a various ways to create brand associations, awareness and to penetrate through the clutter of commercial messages (Fill, 2009). Sponsorship can also be defined as † an investment in cash or kind in an activity, in return for access to the exploitable commercial potential associated with that activity. The company promotes its interests and brands by tying them to a specific and meaningful related event or cause† (Rowley and Williams, 2008). Sponsorship investment primarily was perhaps seen as a type of philanthropy; the sponsors may be expecting simply goodwill or nothing as a return (Quattrocchi, 2004; Chadwick and Thwaites, 2005). Considerable amount of sponsorship investments were carried out with no precise explanation or business objective except for helping a favourite sport or event (Davies and Quattrocchi, 2002). As a result in quiet few cases, sponsorship has been talked about as a kind of corporate philanthropy that is the company’s share of profits restored back into community (Polonsky and Speed, 2001). Though, lot of researchers affirmed that corporate philanthropy that used to be ascertained as a pure dedication to the community did look for circumlocutory benefits in corporate image, positive attitude towards the company or social recognition in the community, which similar to desired objectives of business sponsorship nowadays (Martnez et al. 2005). Sponsorship investment has been escalating quickly for many years and sport is the biggest area that has been used by sponsorships (Drewer, 2006). Numerous researchers have been produced to reveal how sponsorship works and how its results could be evaluated hypothetically, but the questions still remain debating (Cornwell et al. 2005). Sport has developed into a professional product or a service over the years. The increasing relevance in professional sport has turned it into a productive business, producing great revenues annually (Mason & Cochetel, 2006). Sport players and games have become commercial possessions offering companies new occasions to communicate and develop their brands (Morgen, 2004). Given the verity that sport sponsorships are usually more profitable compared to art or social cause sponsorships (Walliser, 2003), it can be concluded that sport sponsorship is an instrument of communications that ought to be given serious thought as a business investment. The allocations of limited resources with the purpose of attaining definite organisations’ objectives are important segments of sport sponsorship (Slack and Bentz, 1996). Therefore, it has repeatedly been described as a strategic activity in the marketing literature (Carter, 1996).

El Mozote Essay Example | Topics and Well Written Essays - 500 words

El Mozote - Essay Example Its mission was Operacion Rescate or in other words Operation Rescue, was to abolish the revolutionary existence in a small district of northern Morazan, where the FMLN had a base camp and a training area. On the arrival of the armed forces, the soldiers not merely found the villagers but the campaigners who have constructed a refuge in the neighborhood area. The military forces asked the villagers about the guerrillas and told them to lock themselves in their houses1. In the next two days, soldiers separated men and women plus children as well. During the morning they grilled torture and finished the men in various locations. After killing the men, they took women and older girls in groups, raped them and than killed them from their machine guns. Girls of age 12 were also raped under the alleged reason of supporting the guerillas. After killing the whole inhabitants, soldiers set up fire to the buildings. On December 13, they went to the village of Los Toriles, which is 2 km away from El Mozote. A lot of inhabitants managed to escape but the unfortunate were lined up and shot dead. However, the same thing was repeated in La Joya canton on December 11, in the village of La Rancheria on December 12 and in the village of Jocote Amarillo plus Cerro Pando canton on December 13. The victims of El Mozote were left unburied2. The guerrilla's secret radio station start

Characteristics of Personal Mastery and Effective Team Learning Essay - 1

Characteristics of Personal Mastery and Effective Team Learning - Essay Example As the paper stresses learning organizations help all people to continuously expand their capacities to create results that they truly desire, and new and extensive ways of thinking are nourished, facilitates collective aspirations and constant learning to learn together. Thus, contemporary management believes that organizational learning is a multidimensional process, and is not possible through traditional one-way thinking. Personal mastery and team learning are two competencies that help employees to improve their awareness and realization of management tasks and decision making. This awareness and learning will further help managers to maximize the potential of their employees; to achieve optimum results; encourage employees to think creatively and analyse situations from different perspectives. From the report it is clear that the concept of personal mastery involves cultivation of personal impetus to continually learn how actions affect an individual’s external and internal world. Without an attempt to gain personal mastery, individuals will never realize the root cause of issues and problems that do not seem to have any solution; individuals tend to view these issues and problems as highly complex and intertwined and impossible to understand or resolve. Learning is the fundamental ground to personal mastery, which should eventually and continually lead to re-creating oneself. A continuous process of learning helps individuals to bring about a paradigm shift in their thinking and approach, and help in achieving goals that once seemed unachievable.