General Articles

Planning

Sponsorships

Company Profiles:

Case Studies

Sponsorships

General Articles

An Overview by Tri-Media Marketing & Publicity, Inc. Select "Marketing" and then Select "Integrated Marketing Communications." This section covers the basics of integrated marketing communications, including its eight key elements and how they are combined "into a single program or plan to express a consistent and effective marketing communication effort." The article concludes with nine ways to evaluate if an integrated marketing communications plan is getting results.

Overview of Branding examines how marketing, advertising, public relations and sales work together to help build brands.

Planning

Planning Promotional Programs by Business Owner's Toolkit. Discussion of five steps for developing a promotional strategy that maximizes the use promotion, advertising and/or public relations:

1. "Determine who the target buyer is."
2. "Determine what is meaningfully unique about your product."
3. "Construct a business positioning strategy statement."
4. "Determine the best message to communicate your product positioning to target buyers."
5. "Determine promotion and advertising options and costs in terms of available budget."

Sponsorships

Glossary of Sponsorship-Related Terms Learn about the latest trends in sponsorships.

Sponsorships grow without the Olympics by Promo Magazine. Summary and analysis of a report covering spending on sponsorship advertising from 1996 to 1999. Information is provided on trends and spending by major companies, industry, category (sports, entertainment tours, etc.).

ESPN X-Games Audience Study by Performance Research. Find out how fans reacted to companies who sponsored the X-Games, including their likelihood of purchasing the products that were promoted.