Word: sponsoring
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WTBU's staff, composed entirely of students, works with a number of campus student groups to program events, co-sponsor performances and serve as a forum for debate during student elections...
Zoeller soon paid a price for saying openly what many others were thinking secretly. K Mart, the discount chain with a big African-American clientele, unceremoniously dumped him as the sponsor of a line of golf clothing and equipment, and he abjectly withdrew from the Greater Greensboro Open tournament. "People who know me know I'm a jokester. I just didn't deliver the line well," Zoeller tearfully explained. But his real crime was not, as he and his defenders seem to think, merely a distasteful breach of racial etiquette or an inept attempt at humor. The real crime...
Closely related to this strategy is the movement toward "cause marketing," which is the fastest-growing segment in advertising. Companies will pay more than $500 million this year for the rights to sponsor various social programs, from research on AIDS to support for local fire departments. Typically, such sponsorships come with expensive marketing campaigns that promote the company while promoting the cause. By raising public awareness, these ads will help generate some $2.5 billion for the causes they champion. The sum should double in three years, according...
PRACTICING WHAT THEY PREACH On the next level is what marketing expert Carol Cone, CEO of Cone Communications, calls "passion branders." They are companies with a long-term commitment to a cause. They not only raise money but also walk the walk of deeply interested parties. If they sponsor environmental awareness, you can be sure they also recycle. McDonald's, for example, has a clear interest in kids and local communities. Its Ronald McDonald House for the families of seriously ill children is one of the country's best-known charitable...
...Chinese Students Association will also co-sponsor a lecture with AAA by Professor Paul Y. Watanabe, co-director of the Institute of Asian-American Studies at UMass-Boston, on Sunday...