Assessing the Potential of Sponsorship for Marketing Communications of Scottish Charities

Inhaltsverzeichnis (Table of Contents)

• Introduction
  • Purpose and Background of the Study
  • Aim and Objectives
  • Overview of the Research Approach and Methodology
• Industry Context of the Third Sector
  • Introduction
  • Third Sector in Scotland
  • Challenges of the Sector
  • Conclusion
• Literature Review
  • Introduction
  • Common Practice in Marketing Communications
  • Sponsorship as a Form of Marketing Communications
  • Common Practice in Charity Communications
    • Message Framing
    • Strategic Branding
    • Giving Mechanisms
  • Conclusion
• Research Design and Methods
  • Introduction
  • Research Philosophy
  • Research Approach
  • Research Strategy
  • Data Collection Methods
  • Conclusion
• Research Results
  • Introduction
  • Development of Key Themes
    • Sponsorship and Brand Enhancement
    • Sponsorship and Marketing Communications
  • Conclusion
• Discussion
  • Introduction
  • Final Assumptions
  • Practical Implications for Scottish Charities
  • Limitations and Future Research
  • Conclusion

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

The study aims to critically evaluate the potential of sponsorship as a marketing communications method for Scottish charities. The author investigates the feasibility of using sponsorship as a funding mechanism, focusing on charities as the sponsoring entity. The research explores whether sponsorship can generate sustainable government-independent funding through increased brand and cause awareness.

• The potential of sponsorship as a marketing communications method for Scottish charities
• The feasibility of sponsorship as a funding mechanism for charities
• The role of sponsorship in generating sustainable government-independent funding
• The benefits and challenges of sponsorship for charity marketing
• The development of starting points for implementing sponsorship in charity marketing communications

Zusammenfassung der Kapitel (Chapter Summaries)

• Introduction: This chapter introduces the study's purpose, background, aims, objectives, and research approach.
• Industry Context of the Third Sector: This chapter provides an overview of the third sector in Scotland, highlighting its challenges, particularly in securing funding.
• Literature Review: This chapter explores existing literature on marketing communications, sponsorship, and charity communications, establishing a theoretical foundation for the study.
• Research Design and Methods: This chapter outlines the research design and methodology used in the study, including the research philosophy, approach, strategy, and data collection methods.
• Research Results: This chapter presents the key findings of the study, including the development of themes related to sponsorship and brand enhancement, and sponsorship and marketing communications.
• Discussion: This chapter analyzes the research findings, discusses final assumptions, and presents practical implications for Scottish charities. It also addresses limitations and suggests future research directions.

Schlüsselwörter (Keywords)

The study focuses on the potential of sponsorship as a marketing communications method for Scottish charities, particularly in the context of a challenging funding environment. Key terms include sponsorship, marketing communications, third sector, Scottish charities, brand enhancement, cause awareness, funding, and sustainable funding.