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សាកលវិ�ទ្យា�ល�យវិ�ទ្យា�ល�យធនធានមន�ស្ស�PUBLIC RELATION
Assignment
Creat The Sponsorship Program on
EventLecturer : Eng Leaphea
រៀ��បចំ�រៀ�យន�ស្ស��តក�មទ្យា�៤: ជំ�នាញ Marketing
ភ្នំ!�រៀ"ញ _ ២០១១
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ក�មទ្យា�៤:
១. ន&ន �ង្សី��
២. ណូ) ន ស្ស�ភ្នំក*�
៣. អ៊ុ-�ក ស្ស�វិណូ.
៤. អ៊ុ-�� � /ន
៥. អ៊ុ-&ង្សី ខៃ2
៦. ផាន ផាន5ណា�ក�
៧. ផាត5 រៀ8ន�
៨. ផន ម៉ា< ត5ល�
៩. ង្សី&ន វិ >�?
១០. រៀ@ ស្ស�លកA�
១១. នន � �
១២. ញBម ចាន5ធ)
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Outline
• I. Sponsorship concept• II. What should you sponsor? • IV . Sponsorship levels• V . Value of Sponsorship• Activation• Affinity Transfer
• VI. Example of Sponsorship
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I. Sponsorship concept
•Sponsorship គឺEជាវិ�ធ�សាស្ស�ដម&យដែដលស្សមស្ស�បក!�ង្សីកា�រៀធ� J
ម៉ា< ឃី�តធ�ង្សី រៀL�យម៉ានភា"� >ករាយ ឬកPស្ស!�ទ្យាQសា! លជាង្សី
Advertising ។
• រៀSរៀ"លទ្យាស្ស�ន�កជំន�T"Bង្សីទ្យា�ក ឬ ទ្យាស្ស�ន�កជំនរៀUលរៀVបានដBង្សី
ឮអ៊ុ�"�កា�ផYយពាណូ� ជំ[កម\�បស្ស5រៀយ�ង្សី(ក�មL-�ន) រៀL�យ"&ករៀគឺ
(ទ្យាស្ស�ន�កជំន) កំកំកំកំកំ កំកំកំកំកំកំកំ កំ កំកំ កំកំកំកំកំកំកំ កំកំកំ កំកំកំ យល5ថា ក�មL-�នក�"�ង្សី"�យាមលក5អ៊ុJ�ម&យឱ្យ`"&ក
រៀគឺ។
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I. Sponsorship concept (cont’)
• អ៊ុត�ថិ�ជំនម�នរៀជំbជាក5រៀល�កា�ផYយពាណូ� ជំ[កម\
កំកំកំ កំកំកំកំកំ កំកំកំ កំកំកំកំកំ កំកំកំកំកំ ដPស្សរៀមc�ម�បស្ស5ក�មL-�នរៀទ្យារៀL�យ"&ករៀគឺន�ង្សីស្ស�ង្សី�កកា�
"�តក!�ង្សីកា�ផ�"JផYយ។
• កំកំ កំកំកំ កំកំកំកំ កំកំកំ កំកំកំ កំកំកំកំកំកំកំកំ កំកំកំ កា�ផYយពាណូ� ជំកម\ទ្យា�ង្សី5ទ្យា�យធ�អាចំរៀធJ�ឱ្យ`ម៉ានប�ស្ស�ទ្យាQភា"
ត�ចំត&ចំក!�ង្សីកា�រៀធJ�ម៉ា< ឃី�តធ�ង្សី រៀL�យកា�ផYយពាណូ� ជំកម\
កំកំកំកំ កំកំកំកំកំ កំ កំកំកំកំកំ កំ កំកំកំកំកំកំ កំកំកំកំកំកំ ទាំ�ង្សីរៀនាfត�វិកា�ចំ�ណាយយា< ង្សីចំ�នស្សន!Bកស្សនាQ ប5ផង្សីដែដ�។
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II. What should you sponsor?
ជាទ្យា)រៀgរៀគឺយល5ថា Sponsorship គឺEជារៀ�bង្សីម&យលh។
• ប�ស្ស�នរៀប�អ៊ុ!កឧបតjមk កំកំកំកំកំ"�ត*�កា�ណូl ណាម&យ រៀSក!�ង្សីស្សLគឺមនl
ឬ "�ត*�កា�ណូl ដែដលអ៊ុត�ថិ�ជំន�T"Bង្សីទ្យា�កចំ)លចំ�ត*។
• បនាm ប5"�រៀនាfមក"&ករៀគឺ (អ៊ុត�ថិ�ជំន�T"Bង្សី) ចំ)លចំ�ត*អ៊ុ!ក
(ក�មL-�ន) កាន5ដែតខ្លាំo �ង្សីរៀp�ង្សីរៀL�យ"&ករៀគឺរៀជំbទ្យា�កចំ�ត*រៀល�"�ត*�
កា�ណូl រៀនាf។
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II. What should you sponsor? (Cont’)
• កំកំ កំកំកំ កំកំកំកំ កា�រៀធJ�ជាអ៊ុ!កឧបតjមរៀSក!�ង្សី"�ត*�កា�ណូl ណាម&យគឺEជា
កំកំកំ កំកំកំកំកំ កំ កំកំកំកំកំកំកំកំកំ កំកំកា�ផYយពាណូ� ជំ[កម\អ៊ុ�"�ក�មL-�នរៀ�យប�រៀយាលន�ង្សីបង្ហាr ញថា
កំកំ កំកំកំកំ កំកំកំកំកំ កំកំកំកំកំកំកំកំកំកំ ក�មL-�នជាអ៊ុ!កឧបតjមកម\វិ �ធ�។
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III. How to Create the Sponsorship
•Asked/Contact Director of Member Events /Sale Advertising of Event
•Sent Logo & Company Profile listed to the event
•Was Charge by the event•
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IV . Sponsorship levels
Sponsorship programs like Principal, Diamond, ...
•Platinum sponsor •Gold sponsor •Silver sponsor • bronze sponsor •Individual sponsor
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V. Cost of Create the Sponsorship Program
•Not specific According to the level of Sponsorship that you apply and …
• kind and size of the Event
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•Building awareness & recall
•Activation
•Affinity Transfer
V. Value of Sponsorship
AwarenessInterestPreferenceLikingTrialAdoption
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Activation
• Is Prominently displayed at the event.• Communicates ways fans can do business
with them• Enlightens and informs fans about their
products/services.• Stands out among other sponsors of the
property
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•Brand commitment (as well as other brand attributes) can be compared between those in the market who are exposed to the sponsorship & those who are not.
•Assuming otherwise equal exposure to the brand’s communications, …
• provides the value of the sponsorship.
Affinity Transfer
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VI. Example of Sponsorship Cambodia IT & Telecommunications World Expo 2011.
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Example of Sponsorship Cambodia IT & Telecommunications World Expo 2011.
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I. STANDARD SPONSORSHIP
BENEFITSOnce becoming our sponsor, you shall automatically enjoy these following benefits:
• Have your Logo & Company Profile listed on the Event’s Show Directory
• Have your Logo placed on all printed marketing materials such as leaflets, posters, tickets.
• Have your Logo placed on Event’s attendee e-newsletter (available upon receipt of signed contract)
• Have your Logo placed on the Website’s Sponsorship sub page
• Have your Logo placed on event’s backdrop• Your Logo will appear in the advertising content of this
event on some popular newspapers & magazines.• Have two conference invitations & one Gala Dinner
invitation
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Prasac Sponsor compaign buy Cambodian Product
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ឯកសា�រៀយាង្សី :
•http://www.torok.com/articles/marketing/SponsorshipCriteria.html
•http://www.idgcambodia.com•http://www.cambaonline.org/?q=node/5
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ស្ស)មអ៊ុ�គឺ�ណូ ចំ� រៀពាfកា�ចំ�ណាយ រៀ"លរៀវិលាចំ)ល� &ម !!!
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