Book contents
- Frontmatter
- Contents
- Tables
- Figures
- Preface
- Acknowledgements
- 1 Social marketing and social change
- 2 Principles of marketing
- 3 Social marketing and the environment
- 4 Advocacy and environmental change
- 5 Principles of communication and persuasion
- 6 Models of attitude and behaviour change
- 7 Research and evaluation
- 8 Ethical issues in social marketing
- 9 The competition
- 10 Segmentation and targeting
- 11 The marketing mix
- 12 Using media in social marketing
- 13 Using sponsorship to achieve changes in people, places and policies
- 14 Planning and developing social marketing campaigns and programmes
- 15 Case study: the Act–Belong–Commit campaign promoting positive mental health
- References
- Index
- References
13 - Using sponsorship to achieve changes in people, places and policies
Published online by Cambridge University Press: 05 June 2012
Book contents
- Frontmatter
- Contents
- Tables
- Figures
- Preface
- Acknowledgements
- 1 Social marketing and social change
- 2 Principles of marketing
- 3 Social marketing and the environment
- 4 Advocacy and environmental change
- 5 Principles of communication and persuasion
- 6 Models of attitude and behaviour change
- 7 Research and evaluation
- 8 Ethical issues in social marketing
- 9 The competition
- 10 Segmentation and targeting
- 11 The marketing mix
- 12 Using media in social marketing
- 13 Using sponsorship to achieve changes in people, places and policies
- 14 Planning and developing social marketing campaigns and programmes
- 15 Case study: the Act–Belong–Commit campaign promoting positive mental health
- References
- Index
- References
Summary
In social marketing, sponsorship is particularly important for gaining access to specific target audiences and for achieving policy changes that lead to healthier places, such as smoke-free areas and healthier food choices in entertainment and sporting venues. How this is done will be detailed below.
- Type
- Chapter
- Information
- Principles and Practice of Social MarketingAn International Perspective, pp. 364 - 393Publisher: Cambridge University PressPrint publication year: 2010
References
1996 Evaluating Projects Funded by the Western Australian Health Promotion Foundation: First ResultsHealth Promotion International 11: 75CrossRefGoogle Scholar
2002 Sponsorship: Impact on Brand Awareness and Brand AttitudesSocial Marketing Quarterly 8 35CrossRefGoogle Scholar
2008 www.iapi.ie/download.php?s
2001 Understanding Sponsorship EffectsPsychology and Marketing 18 953.0.CO;2-H>CrossRefGoogle Scholar
2003 An International Review of Sponsorship Research: Extension and UpgradeInternational Journal of Advertising 22CrossRefGoogle Scholar