The 2nd Edition of the Sponsorship Manual has been updated with even more comprehensive information on the industry. The best-selling first edition of the Sponsorship Manual, published in 1996 came as the result of many requests from clients, students and participants in the numerous workshops we have run, for recommended reading material on sponsorship. You will still find that most of the information contained in this book is original. About the Text This easy-to-read text provides practical tips, examples and a dozen comprehensive checklists: - Practical ideas and insights on how to attract sponsorship - A thorough understanding of sponsorship, its uses, and the reasons why companies sponsor - Skills to identify potential sponsors and what their assessment procedures are likely to be. - Practical advice on how to approach a corporation for sponsorship and prepare the necessary proposal - Tips for getting the contract right - Proven methods for keeping sponsors happy - Latest methods for evaluating sponsorships The most comprehensive and up to date introduction to sponsorship available today. Provides practical hands on information to assist: Sponsors to streamline their assessment, purchase, planning, management, evaluation and internal processes (policy, strategy, internal and external guidelines) to ensure sponsorship programs provide quantifiable returns on sponsorship investment to the company/brand through changes in customer attitudes and behaviours, improved image and increased awareness. Organisations and individuals seeking sponsorship to gain a practical understanding of what sponsorship is, why business use sponsorship, who to target and how to approach a business for sponsorship. It details what sort of support you can expect to receive, what the business expects back in return and provides practical tips on ways of effectively servicing a sponsor. Tertiary students in the marketing and public relations disciplines to comprehensively understand