Sponsoring - ein neues Kommunikationsinstrument : mit Schwerpunkt Kultursponsoring

Sponsoring - ein neues Kommunikationsinstrument : mit Schwerpunkt Kultursponsoring

eng: Within the last decade we have been flooded with an enormous amount of information by the media. Business was forced to avoid this development by evolving new communicational tools. Thus, a new communicational instrument was called into life: sponsoring. Increasingly, the focus of sponsoring i...

Ausführliche Beschreibung

Gespeichert in:
Bibliographische Detailangaben
VerfasserIn: Chlebecek, Ilse
Ort / Verlag / Datum:1993
Erscheinungsjahr:1993
Sprache:Deutsch
Schlagworte:
Sponsoring
Kultursponsoring
Klassifikation:330.9 Wirtschaftsgeschichte
Beschreibung:292 Bl.
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Beschreibung
Zusammenfassung:eng: Within the last decade we have been flooded with an enormous amount of information by the media. Business was forced to avoid this development by evolving new communicational tools. Thus, a new communicational instrument was called into life: sponsoring. Increasingly, the focus of sponsoring is shifting further and further away from the field of sport. More and more companies are striving to prove their social and political commitment through cultural and social sponsorship. The recipients are therefore better able to realize their objectives and the communicative activities of the sponsors have greater repercussions on the target groups. The empirical part comprises a survey of the cultural sponsoring commitment of all Austrian banks. Emphasis has also been placed on branch offices of foreign banks in Austria. One striking result of the study was that banks were carrying out their sponsoring activities for promoting their own image and for achieving access to elitist target groups.
AC Nummer:AC00747527
Hierarchiestufe:Monografie
Erscheinungsform:Buch
Inhalt:Text
Medientyp:Analog
Datenträger:Analog

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