Issue Of Sponsorship Research Articles

Analyzing Rule 40’s Restrictions on Using Athletes in Olympic Sponsorship at Rio 2016

This intervention considers changes to Rule 40 of the Olympic Charter during the 2016 Summer Games. It compares predictions made prior to the Games relating to legal issues in Olympic sponsorship and ambush marketing with what was observed on-site and what occurred online pertaining to legal issues in sponsorship at Rio 2016. Using examples from the United States and efforts by the USOC to enforce Rule 40, the author considers how Olympic officials have shifted their emphasis toward regulatory efforts aimed at athletes, such as through a relaxed Rule 40, rather than via traditional brand-protection efforts. The implications of this change are suggested in the context of the Olympic legal and business environment.

Predicting the Future for Rio 2016: Legal Issues in Sponsorship, Ambush Marketing, and Social Media

Against the backdrop of London 2012’s highly successful brand protection efforts, Rio 2016 promises to add additional layers of legal uncertainty, with strict Brazilian Olympic laws and a relaxed version of Rule 40 to bolster their Games-time enforcement efforts. Predicting the future for these Olympic legal issues is based on seeing similar marketing campaigns and tactics used at previous Games and by observing how previous organizing committees relied upon the host country’s special legislation to respond to ambush marketing efforts. The author outlines how these legal issues in sponsorship are likely to be managed at Rio 2016.

Activist efforts of the Center for Media and Democracy to affect FCC policy for video news releases

The study reviews FCC policy about identifying the source of video news releases (VNRs) and looks at the activist efforts of the Center for Media and Democracy (CMD) to affect policy. The FCC rules about VNR use are clear: stations are not obligated to identify the source of footage taken from video news releases if there are no sponsorship issues (payment for placement) unless VNRs concern political or controversial issues. The basic argument is whether source identification of VNR material should be self-regulated by journalists or regulated by the government as advocated by the CMD. The study looks at efforts of the Center for Media and Democracy (CMD) to affect the practice of public relations through pressure to regulate video news releases by examining discourse and calls for action on the CMD Web site, responses by other organizations including the Radio and Television News Directors Association (RTNDA), and resulting FCC actions in order to examine the role of activism in the VNR debate. It found CMD efforts influenced the debate by serving an issues activation and agenda-setting function that resulted in news coverage and triggered an FCC investigation of VNR use, but was not successful in the attempt to change policy.

Evaluating human, social and cultural capital in nurse education

Using the concepts of human, social and cultural capital this paper will review the literature on these theories and evaluate their application to nurse education in the United Kingdom (UK). Each concept will be explored before considering the impact and application within nurse education. Issues of sponsorship via mentoring and increased skills and contribution to the knowledge economy alongside the delivery of quality care by nursing students will be discussed with reference to theory and current policy drivers. As nursing education moves to a graduate profession in the UK this paper evaluates the drivers of human, social and cultural capital that affect this development.

Exploratory evaluation of surgical skills mentorship program design and outcomes

There are few opportunities for mentorship of practicing surgeons and no evidence to guide the design of such programs. This study explored outcomes and barriers associated with the design of surgical mentorship programs. Interviews were held with organizers, mentors, and protégés of 2 programs. Data from 23 participant interviews and 23 nonparticipant surveys were analyzed thematically. Participation was greater in the program where planning was participatory and mentors visited protégés. Scheduling was a key barrier, and existing relationships enabled mentorship. Most nonparticipants said they were already trained or had no interest in the skill. Mentorship was valued for exchange of tacit knowledge, hands-on learning, and real-time feedback. Mentorship prompted participants to realize gaps in skill; several said they already adopted the new skill, and many were interested in ongoing mentorship. Several beneficial outcomes appear to be associated with mentorship, but longitudinal evaluation is required. Telementoring and train-the-trainer models may promote participation in surgical mentorship. Participants suggested that technical training be integrated within pre- and postmentorship education and follow-up. Such programs can only be implemented if issues of sponsorship and funding are addressed.

Commercial Sponsorship - The Development of Understanding

* Keywords: Understanding, Model, Research, Consumer Effects Executive Summary Consumer sponsorship now represents one of the most rapidly growing and perhaps interesting areas of marketing activity. While large-scale corporate investment has been relatively recent it is nonetheless ironic that understanding of this form of marketing activity remains largely under-developed and, where available, at best patchy. This paper seeks to examine the development of understanding of sponsorship. More particularly, it categorises the source streams which have led to current understanding and their relative contribution. The specific areas which have received the bulk of the limited research activity to date are two-fold, namely profiling sponsorship management practices and studies of consumer awareness, and these are examined in detail as are the research methodologies employed. To date structured survey research has been the main method of research employed almost to the exclusion of alternative approaches such as case study and ethnographic research and experimentation or, for that matter, the usage of focus group and depth interview research in a stand-alone capacity as aids to developing understanding. The usage of these latter neglected research modes, if applied in conjunction with creative thinking about sponsorship issues, has the capacity to deliver the incremental jumps in understanding which the subject requires. The paper seeks to provide an agenda for future research by identifying six areas of emerging research concentration. These include broadcast sponsorship, ambush marketing, the sponsor/event-owner relationship, a resource-based view of sponsorship, image and meaning-transfer in sponsorship as well as a model of how sponsorship works. While all such areas present challenges to the development of understanding, the latter topic involving the search for a comprehensive model of the effects of sponsorship on consumers poses the most important challenge. Such explanations in the related field of advertising were similarly slow to develop and are continuously being refined. However, their existence and refinement provided the central basis for understanding in that field. To date sponsorship lacks such comprehensive explanations and as such the development of such a model must represent the holy grail for both practitioners and academics in the field. Furthermore, in this and on all other sponsorship issues, understanding is likely to develop more rapidly and in terms of validity where both theorists and practitioners openly contribute to collective understanding. Introduction It is now widely accepted in marketing and media circles that commercial sponsorship represents one of the most rapidly growing sectors of marketing communications activity. Between 1984 and 1997, worldwide expenditure on sponsorship as a corporate communications medium increased from $2 billion to $18.1 billion (SRI 1998). Over this time period, research conducted by both academics and practitioners has sought to improve our collective understanding of the sponsorship medium with varying degrees of emphasis and related success. The purpose of this paper is to examine the research undertaken, the research strands pursued, the methodologies involved, the state of current understanding and finally to indicate certain directions for future research attention. An analysis of the development of sponsorship understanding suggests certain observations that it is important to outline at the outset of this paper. * Given the scale and scope of commercial sponsorship, it is surprising that the development of understanding on this topic has been so slow to date. * At this juncture the major task facing both academicians and practitioners in this field is to develop a comprehensive model of sponsorship effects similar to the explanations of advertising effects on consumers currently available. …