This book focuses on how the sponsorship of sports works: the costs, the goals, evaluation and selection of the property a sponsor chooses, how to activate a sponsorship, how to create a brand association, public relations and brand image possibilities. Anything is possible in a sponsorship, it is simply what the sponsor and the property can agree to during their negotiations. There is, for example, the opportunity for product category exclusivity--no competing brand at a particular location. With the audience being harder to reach because of technology, sponsorship continues to be a viable way to obtain brand exposure and better connect a brand with a consumer. With global sponsorship spending totaling more than $51 billion, it is clear that many companies see this as an important promotional communication strategy. Instructors considering this book for use in a course may request an examination copy here.
The success of the PGA Tour lies in the compelling stories of the individual quests for achievement--making the tournament cut, winning a tournament, qualifying for the FedEx Cup Playoffs, and the ultimate challenge of making it onto the Tour, where victory is often determined by a single stroke. Based on interviews with more than twenty professional golfers, this book provides new insight into the PGA Tour system, the events affecting tournament outcomes, and the career-changing opportunities that result.
Miracle of Effort: Thalia’s Autism Journey is the story of Thalia being diagnosed with autism spectrum disorder when she was two years old and her journey to graduating college and becoming an elementary school teacher. Through Thalia’s journey, this book aspires to offer a sense of what children with autism and their families go through. The book takes the reader through the experiences, the emotions, the challenges confronted, the sacrifices demanded, and the decisions that needed to be made at different stages of a child’s life. Thalia’s family is at the center of this story. There were several critical decisions made by Thalia’s parents, Donnie and Lorena. They were confronted with a traumatic reality that required perspective and patience, while fighting through moments of despair and sadness. It was Donnie and Lorena’s determination that they would be part of the solution for their daughter that shaped Thalia’s journey. It is Donnie’s cousin, Lisa, who noticed Thalia’s autistic behavior symptoms and delivered her initial learning therapy sessions. Each child that is diagnosed as being on the autism spectrum will have a different experience with the disorder. No two situations are the same. The following is Thalia’s unique autism journey. Her Miracle of Effort. The book is intended to offer hope to the many families that are confronted with this disability. As Thalia says, “an autism diagnosis does not mean that a child cannot be successful. It just means that he or she will see the world in a different light.” Thalia’s simple hope is “to inspire autistic individuals to live up to their full potential and provide optimism to families.”
Making Media Content addresses the development of media content and the various factors and constituencies that influence content, such as advertisers, corporate interests, owners, and advocacy groups. It examines the strategic decision-making of mass media organizations as they determine what content they present to their audiences through broadcast, publication, or electronic access. The work focuses on the internal and external influences on media content, laying out the various processes and opening up the topic for further consideration.This book will appeal to academics in.
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