SPONSORSHIP AS A FORM OF PROMOTION

Sponzorstvo je način ulaganja u različite društvene, socijalne i ekonomske događaje i uzroke kojima se dostižu ciljevi poduzeća, točnije, ostvarenje onih ciljeva koji su vezani uz povećanje upoznavanja s markom, jačanje pozitivne slike o poduzeću te ciljeve povećanja prodaje proizvoda i usluga. Donacija predstavlja darovanje sredstava bez naknade i protuusluge dok se od sponzorstva očekuje neki način protuusluge. Donacija se može iskazati u bilo kojoj vrijednosti te ne mora biti unaprijed dogovorena kao što to mora biti kod sponzorstva. Prednosti sponzorstva su izgradnja imidža zajednice, značajna poluga marketinga, korištenje prilika gostoljubivosti i značajna poluga medijima. Nedostaci sponzorstva su negativne asocijacije, stvaranje sponzorske zagušenosti, prevelika komercijalizacija i problem vrjednovanja. Sponzorstvo ima više različitih oblika, odnosno tipova sponzorstva. Postoji sponzoriranje evenata, izrađivanje vlastitih događaja od strane poduzeća, sponzoriranje u medijima, promoviranje proizvoda u programu u zamjenu za donacije ili cjelovito financiranje programa, sponzorstvo u svrhe poboljšanja društva, sponzoriranje mladih i sponzoriranje iz pozadine.Sponsorship is a way of investing in various social, social and economic events and causes that achieve the company's goals, more precisely, the achievement of those goals related to increasing familiarity with the brand, strengthening the positive image of the company, and the goals of increasing sales of products and services. A donation is a gift of funds without compensation and in return, while sponsorship is expected to be in some way in return. The donation can be expressed in any value and does not have to be agreed in advance, as it has to be with sponsorship. The benefits of sponsorship are community image building, significant marketing leverage, use of hospitality opportunities and significant media leverage. Disadvantages of sponsorship are negative associations, the creation of sponsorship congestion, excessive commercialization and the problem of valuation. Sponsorship has many different forms, that is, types of sponsorship. There is event sponsoring, creating own events by companies, sponsoring in the media, promoting products in the program in exchange for donations or full funding of the program, sponsoring for the purpose of improving society, sponsoring youth and sponsoring from the background