- 18
- 28 562
T Bettina Cornwell
เข้าร่วมเมื่อ 30 ม.ค. 2020
Leveraging and Activation - Sponsorship in Marketing Cornwell
Leveraging is discussed as the overall spending in addition to a sponsorship deal. Activation is that part of leveraging that is engaging, involving and oriented to participation. A contrast is made between one-way and two-way communication.
T. Bettina Cornwell
T. Bettina Cornwell
มุมมอง: 2 525
วีดีโอ
Relationships - Sponsorship in Marketing Cornwell
มุมมอง 6303 ปีที่แล้ว
Sponsoring like advertising is a "people business." Relationships between sponsor and property may be in conflict or in harmony. Central to the discussion are success factors that help sponsorships work smoothly. T. Bettina Cornwell
Internal Audiences - Sponsorship in Marketing Cornwell
มุมมอง 2843 ปีที่แล้ว
For the sponsor and the property, employees are an important audience in sponsorship. The central question addressed here is how partnerships influence employee identification with the organization. T. Bettina Cornwell
Assessing Prospect Potential - Sponsorship in Marketing Cornwell
มุมมอง 8203 ปีที่แล้ว
Seeking sponsorship? It can be difficult to decide which prospects might be best. This system uses 100 points based on fundamentals and relevance to help make the decision. Spoiler alert- overlapping values are key. T. Bettina Cornwell
Memory - Sponsorship in Marketing Cornwell
มุมมอง 5004 ปีที่แล้ว
Sponsors and sponsorship are critiqued when recall of a partnership is low, but is outstanding memory for the relationship essential to further goals? Various types of memory for sponsorship are discussed with the objective of thinking about the type of memory and memory measurement needed. Measurement should match objectives. T. Bettina Cornwell
Pricing - Sponsorship in Marketing - Cornwell
มุมมอง 7904 ปีที่แล้ว
Pricing is one of the most challenging decisions in sponsoring and one with the least research to support practice. Nonetheless, there are basic concepts and sponsorship specific ones that can inform pricing decisions. T. Bettina Cornwell
Evidence Based Proposals - Sponsorship in Marketing Cornwell
มุมมอง 7494 ปีที่แล้ว
In sports, arts, entertainment, and causes a sponsorship proposal or pitch is key in developing new partnerships. Proposals are often descriptive but should be evidenced based. T. Bettina Cornwell
Sponsorship Defined - Sponsorship in Marketing Cornwell
มุมมอง 2.6K4 ปีที่แล้ว
Sponsorship is defined, as are terms such as leverage, activation, and leveraging ratio. Also discussed is the idea of sponsorship-linked marketing as the orchestration of the deal, leveraging and activation over time. If unfamiliar with sponsoring as a marketing and engagement platform this would be a starting point. T. Bettina Cornwell
Public Policy and CSR- Sponsorship in Marketing - Cornwell
มุมมอง 6224 ปีที่แล้ว
Goodwill developed in sponsorship-linked-marketing depends on correspondence bias - people or firms are as they act, right? Partnerships in Corporate Social Responsibility that do not have matching values run the risk of skepticism and destruction of brand meaning. T. Bettina Cornwell
Ambushing- Sponsorship in Marketing - Cornwell
มุมมอง 1.2K4 ปีที่แล้ว
Ambushing in sponsorship is discussed as falling into four quadrants. Not all counter-strategies to an ambush are successful and not all ambushing is detrimental. These counter intuitive findings are discussed.
How Sponsorship Works -Sponsorship in Marketing - Cornwell
มุมมอง 10K4 ปีที่แล้ว
An overview of our established marketing communications model is provided. It contrasts several sponsorship processing mechanisms that are important to marketers. T. Bettina Cornwell
Target Audiences - Sponsorship in Marketing - Cornwell
มุมมอง 1.3K4 ปีที่แล้ว
The typical consumer target audience, and some atypical target audiences for sponsorship are considered. As well, a distinction between target markets and target audiences of the sponsor are discussed. T. Bettina Cornwell
The Sponsoring Process - Sponsorship in Marketing - Cornwell
มุมมอง 1.3K4 ปีที่แล้ว
An overview of the sponsoring process model is presented within a discussion of sponsoring ecosystems that bound alternatives and decision making. T. Bettina Cornwell
Sponsorship Exclusivity - Sponsorship in Marketing - Cornwell
มุมมอง 7724 ปีที่แล้ว
In Sponsorship-linked marketing, exclusivity is a right given by a property to the sponsor to be the only one in a product category when associating with an event. While exclusivity has been a prized aspect of sponsoring, things are changing. Different forms of shared sponsorship are becoming more common. Also discussed are the layers of sponsoring and how these can bound flexibility. T. Bettin...
Sponsorship Evaluation - Sponsorship in Marketing Cornwell
มุมมอง 1.3K4 ปีที่แล้ว
Sponsorship evaluation across a portfolio of properties is considered. Sponsorship metrics, portfolio evaluation decisions, reporting and portfolio maintenance and change decisions are discussed. T. Bettina Cornwell
Measuring Sponsorship - Sponsorship in Marketing Cornwell
มุมมอง 2.2K4 ปีที่แล้ว
Measuring Sponsorship - Sponsorship in Marketing Cornwell
Sponsorship Engagement- Sponsorship in Marketing Cornwell
มุมมอง 9924 ปีที่แล้ว
Sponsorship Engagement- Sponsorship in Marketing Cornwell
Finance - Sponsorship in Marketing Cornwell
มุมมอง 5124 ปีที่แล้ว
Finance - Sponsorship in Marketing Cornwell
Good evening
Your Videos and Book are a great 1-2 punch for sponsorship
I love this! Than you for sharing!
Dear Bettina, thanks so much for this very insightful video, would you be able to create another video about QI media Value in sponsorships? thanks!
People can write backwards ?💀
Mwazabuhayehox
Amazing stuff
Is she writing backwards?
was thinking the same thing 😂
its a lightboard
Really liked the way you explained it. It's very concise and clear.
Very useful, short and straight to the point
A very good sharing, really helps me in understanding better in my studies topic regarding ambushing sponsorship. Thank you so much.
Thank you! I am delighted to assist in your learning.
I wrote my masters dissertation on corporate sports sponsorship at Birkbeck college in London, it was basically based on your literature only. I am pleased to link your papers to your face and voice!
Nice! Delighted you found the channel. Let me know if there are topics of interest for a TH-cam post. I am working on something on athletes as Influencers but open to audience interests. Are you working in sponsorship?
T Bettina Cornwell thanks for your reply. I do work in Sponsorships in the corporate setting. Would be nice to go a little bit deeper in sponsorships measurements such as Q media value and how this is calculated?
Hi Bettina, I am reading you book <Sponsorship in Marketing>. It is really helpful for my study. I enjoyed your video as well. And llike your beautiful silk scarf. ❤
Great lectures! Do you have a plan to share more videos like these?
Hello Yi Zhou, I am working on additional topics in Sport Marketing and Influencer Marketing.
@@tbettinacornwell3475 Fantastic! Could these topics be shared in TH-cam or anywhere else? All the best to you and your amazing lectures!
Excellent lecture! And I really like the visual technology Professor Cornwell is using.