说起赞助,曾有那么一段时间,业界更多是围绕着体育赞助这一赞助形式打转,这跟体育热点事件一波连着一波有关,而本刊此次聚焦赞助则不限于此,从节会赞助到文化活动赞助等多样性案例上,我们重新认识和把握赞助的内涵和外延。与“放大公益”、“操控危机”、“事件制造”等以往的焦点一样,本期焦点仍侧重于为企业提供可供参考的案例和实操方法。北京广播学院广告学院广告主研究课题组也继续为读者朋友们提供了专业研究报告:《2003-2004广告主赞助活动全报告》。特别要说的是,如果仅仅懂得赞助的重要性和震撼力,仅仅从营销传播层面来把握赞助,已经远远不够,赞助是企业的一项重要投资活动,所以必须从一定的高度和长期性上来把握,进而指导企业的行动。赞助,作为一种兼顾长远利益和短期利益;关注持续的服务能力和价值创造能力,不断提升企业品牌价值的一种营销传播行为,正日益受到企业的青睐。企业重视赞助活动这种营销传播方式,主要由赞助所特有的几大优势所致。优势一:通过策划形式多样的赞助活动,可以使企业的产品在消费者心中享有更高的知名度和美誉度,能够拉近产品与消费者之间的距离,发掘更多的潜在消费群体;优势二:赞助与广告相比,具有传播成本大幅度降低的优势,如果赞助活动运用得当,不仅会给企业创造巨 Speaking of sponsorship, there was such a period of time when the industry revolved around the sponsorship of sports sponsorship, which was closely linked to the hotspot of sports events. Our focus on this sponsorship was not limited to this The festival will sponsor a variety of cultural events such as sponsorship cases, we re-understand and grasp the connotation of sponsorship and extension. Similar to past focuses such as “Enlarge Philanthropy,” “Control Crisis,” and “Incident Manufacturing,” the focus of this issue still focuses on providing enterprises with examples and practical methods for reference. Beijing Broadcasting Institute Advertising Institute advertisers research group also continued to provide our readers with a professional research report: “2003-2004 advertisers sponsored the full report.” In particular, if we only understand the importance and power of sponsorship, it is far from enough to grasp the sponsorship only from the aspect of marketing and communication. Sponsorship is an important investment activity of an enterprise, so it must be from a certain height and long-term Up grasp, and then guide the business action. As a kind of marketing communication that pays attention to the long-term interests and short-term interests, and pays attention to the continuous service ability and value creation ability and continuously enhances the enterprise brand value, it is increasingly favored by enterprises. Corporate emphasis on sponsorship activities This marketing communication, mainly sponsored by the unique advantages of several major. Advantage One: Through the planning of various forms of sponsorship activities, can make the products in the consumer’s mind enjoy a higher visibility and reputation, can narrow the distance between products and consumers, to explore more potential consumer groups; advantages 2: Compared with advertising, sponsorship has the advantage of greatly reducing the cost of communication. If the sponsorship activities are used properly, it will not only create huge business