Отличительные черты, классификация и психологические механизмы восприятия спонсорства. Особенности спонсорства в средствах массовой информации
Макиенко И.И.

Введение;
Отличительные черты спонсорства и классификация видов спонсорства;
Психологические механизмы восприятия спонсорства;
Факторы, влияющие на эффективность спонсорства;
Спонсорство в средствах массовой
информации;

Аннотация

В статье рассматривается один из самых быстро развивающихся видов интеграционных маркетинговых коммуникаций - спонсорство. Обобщая исследования по этой тематике, автор рассматривает отличительные черты спонсорства, предлагает свою классификацию спонсорской деятельности, описывает психологические механизмы восприятия спонсорства и факторы, оказывающие влияние на его эффективность. Детальное внимание уделено спонсорству в средствах массовой информации - наименее изученной форме спонсорства. Уникальная и сложная природа спонсорства пока не позволяет делать однозначные универсальные выводы, однако теоретический материал, накопленный в этой области, дает представление о том, какие факторы влияют на эффективность спонсорства и что надо в первую очередь учитывать при планировании спонсорской кампании.

Журнал: «Маркетинг и маркетинговые исследования» — №1, 2003 (© Издательский дом Гребенников)
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Кол-во знаков: около 31,417

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Макиенко Игорь Иванович

Макиенко Игорь Иванович

профессор

DBA, University of Nevada Reno, автор многочисленных научных работ.

г. Рино, США

Сфера научных интересов — психологические реакции потребителей на ценовые факторы, эффективность рекламных кампаний и международный маркетинг .

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