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Article
Publication date: 1 July 2005

Trevor Hartland and Heather Skinner

This paper examines industry responses in Australasia and Europe to the growing practice of ambush marketing, to establish whether the measures that have been put in place…

Abstract

This paper examines industry responses in Australasia and Europe to the growing practice of ambush marketing, to establish whether the measures that have been put in place to deter the practice have indeed prevented the 'ambush' effect, whereby audiences associate non-sponsoring organisations with particular sporting events. Although some of these measures may be more effective than others in blocking ambush attempts, they also come with potentially negative consequences for event sponsors.

Details

International Journal of Sports Marketing and Sponsorship, vol. 6 no. 4
Type: Research Article
ISSN: 1464-6668

Article
Publication date: 1 April 2005

Trevor Hartland, Heather Skinner and Alison Griffiths

Sports sponsorship is perceived as important in developing relationships with key clients. However, few companies set relationship marketing objectives when sponsoring…

Abstract

Sports sponsorship is perceived as important in developing relationships with key clients. However, few companies set relationship marketing objectives when sponsoring sports. This paper aims to examine whether sports sponsors are pursuing the right objectives. It concludes that a deeper understanding of the sponsor's relationship marketing objectives could heighten the sponsor's success, thereby reinforcing and sustaining their own relationship with the sponsoring organisation.

Details

International Journal of Sports Marketing and Sponsorship, vol. 6 no. 3
Type: Research Article
ISSN: 1464-6668

Article
Publication date: 14 November 2008

Robin Croft, Trevor Hartland and Heather Skinner

This paper aims to gain an understanding of the nature and extent of the practice of “public relations” in history.

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Abstract

Purpose

This paper aims to gain an understanding of the nature and extent of the practice of “public relations” in history.

Design/methodology/approach

The paper uses an analysis of popular narratives (in particular rumour, legend and myth) to inform a detailed case study of Glastonbury abbey in the medieval period.

Findings

Glastonbury Abbey worked in partnership with the Crown to develop a detailed promotional campaign based on powerful narratives. As a consequence it was able to grow to become one of the wealthiest communities in the country. The Crown, meanwhile, consolidated its position by being able to engender a whole national “brand” around the mythical corpus.

Research limitations/implications

Methodologically, using folklore and other popular narrative material is useful as to an extent it is outside official control, but also provides information about the story tellers and the audiences.

Originality/value

The research builds on Watson's recent work on St Swithun and Winchester, taking the ideas forward several hundred years (and finding many of the same patterns). It finds new developments in terms of co‐branding and brand revivals.

Details

Journal of Communication Management, vol. 12 no. 4
Type: Research Article
ISSN: 1363-254X

Keywords

Content available
Article
Publication date: 1 January 2008

Andrew Watts

Nicky Grist is probably best known as a former World Rally Championship (WRC) co-driver and for his achievements in the arena of world rallying. He is most closely…

Abstract

Nicky Grist is probably best known as a former World Rally Championship (WRC) co-driver and for his achievements in the arena of world rallying. He is most closely associated with Colin McRae, for whom he was co-driver between 1997 and 2002, when together they won no fewer than 17 WRC events. He has also co-driven for Armin Schwarz and Juha Kankkunen, and is the second most successful co-driver in the history of the WRC. After a 14-year career in the WRC, and with a massive 21 World Rally victories to his credit, he founded the Nicky Grist Co-Driver Academy to help young codrivers wishing to make an impact in the sport. He has also formed NG Motorsports Ltd, a retail and wholesale supplier of motorsport products.

Details

International Journal of Sports Marketing and Sponsorship, vol. 9 no. 2
Type: Research Article
ISSN: 1464-6668

Content available
Article
Publication date: 14 November 2008

Tom Watson

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Abstract

Details

Journal of Communication Management, vol. 12 no. 4
Type: Research Article
ISSN: 1363-254X

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