Uzņēmumu kritēriji sponsorēšanas projektu izvēlē: bikini fitness konkursa piemērs
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Latvijas Universitāte
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Abstract
Bakalaura darbā “Uzņēmumu kritēriji sponsorēšanas projektu izvēlē: Bikini fitness
konkursa piemērs” tika analizēti sponsoru izvēles kritēriji izvēloties sponsorēšanas objektus.
Teorētiskajā daļā tika apskatīta literatūra un pētījumi par sponsorēšanu, sākot ar
mārketingu un tā komunikāciju, turpinot ar sponsorēšanu un sporta sponsorēšanu, tās
kritērijiem un komunikāciju.
Metodoloģiskajā daļā tika apskatītas darbā izmantotās pētnieciskās metodes, tādas kā
aptaujas, intervijas un SVID analīze.
Darbā tika identificēti sponsorēšanas projektu izvēles kritēriji. Tika secināts, ka
sponsori neveic savas sponsorēšanas reklamēšanu paši un neseko ekonomiskai atdevei no tās,
sponsori nav kompetenti atšķirībās starp sponsorēšanu un labdarību, bieži vien sponsorēšana
sponsoru uztverē tas ir gandarījums un lepnums, kā arī statusa demonstrēšana.
In the bachelor's paper “Enterprise criteria in choosing sponsoring projects: bikini fitness competition case” the author of this paper shall analyze the sponsor’s selection criteria for choosing the sponsorship items. The theoretical part of the paper provides a review of bibliography and researches on sponsorship, ranging from marketing and marketing communications, continuing with the sponsorship and sports sponsorship, its criteria and communication. Methodological part provides a description of the methods, used in the research, such as surveys, interviews and SWOT analysis. The study identifies the sponsorship project selection criteria. It is concluded that the sponsors do not own sponsorship advertising themselves and do not follow the economic return from it. Sponsors are often not competent enough to distinguish the difference between sponsorship and charity. Often the sponsorship is viewed by the sponsor as a mere act of satisfaction and pride of its company, as well as demonstration of the status.
In the bachelor's paper “Enterprise criteria in choosing sponsoring projects: bikini fitness competition case” the author of this paper shall analyze the sponsor’s selection criteria for choosing the sponsorship items. The theoretical part of the paper provides a review of bibliography and researches on sponsorship, ranging from marketing and marketing communications, continuing with the sponsorship and sports sponsorship, its criteria and communication. Methodological part provides a description of the methods, used in the research, such as surveys, interviews and SWOT analysis. The study identifies the sponsorship project selection criteria. It is concluded that the sponsors do not own sponsorship advertising themselves and do not follow the economic return from it. Sponsors are often not competent enough to distinguish the difference between sponsorship and charity. Often the sponsorship is viewed by the sponsor as a mere act of satisfaction and pride of its company, as well as demonstration of the status.