INTRODUCTION
TO
$$CORPORATE SPONSORSHIP RESEARCH$$
OUTLINE
&
SELECTED BIBLIOGRAPHY
I. What is a Corporate Sponsorship?
A. The ABEs of Sponsorship
1. Advertising
cause-related marketing, couponing
2. Bodies=Bucks (Demographics)
long lines, libraries
3. Events
golf, galas
4. Ethics
alcohol, tobacco & firearms
B. MegaExample: "America's Smithsonian"
II. Research/Selected Bibliograpy
A. Advertising & Demographics
Advertising Age
(800) 678-9595
Weekly; Price: $109
Ad Age Dataplace - lists of top advertisers
http://adage.com/dataplace/index.html
Ad Age Special Edition - Leading Advertisers
Available September 29, 1997
Adweek
(800) 722-6658
Weekly; Price: $125
Adweek Online
American Demographics
(800) 828-1133
Monthly; Price: $69
Bookstore
Archives
http://www.demographics.com/publications/AD/
Standard Directory of Advertisers
National Register Publishing/Reed Elsevier
(800) 521-8110
Annual; Price: $1,299
B. Business
Book of Lists
(examples: Los Angeles Business Journal Book of Lists, Crain's New York Business Book of Lists, Grand Rapids Business Journal Book of Lists)
(800) 486-3289
Annual; Prices vary
http://www.amcity.com/bookoflists.html (has list of available titles)
Directory of Corporate Affiliations
National Register Publishing/Reed Elsevier
(800) 521-8110
Annual; Price: $998
Hoover's Company Capsules - search by Location/Industry/Sales
Dun & Bradstreet
Southern California Business Directory
Database Publishing Co.
(714) 778-6400
Annual; Price: $168
Ward's Business Directory of U.S. Private & Public Companies
The Taft Group
(800) 877-TAFT
Annual; Price: $2,125
Yellow Pages Online - Brand Name Search
http://ypo.com/search/ypobrnd.htm
C. SPONSORSHIP AND OTHER CORPORATE GIVING
Corporate Giving Directory
The Taft Group
(800) 877-TAFT
Annual; Price: $425
Corporate Giving Watch
The Taft Group
(800) 877-TAFT
Monthly; Price: $149
Corporate Philanthropy Report
(800) 655-5597
Monthly; Price: $165
Corporate Web Sites
Corporate Grantmakers on the Internet
http://fdncenter.org/grantmaker/corp.html
IEG Sponsorship Report
(800) 834-4850
Biweekly; Price: $320 (nonprofit rate)
Free Trial Subscription
http://www.sponsorship.com/products/products.html
IEG Network Sponsorship Links
http://www.sponsorship.com/links/links.html
D. NEWS
Local Newspapers
Daily or Weekly; throwaways
See NETSource below
Datatimes (fee-based)
E-Library (web-based; 30-day free trial)
PRNEWSWIRE
archive search available through Dialog
NETSource@USC
Full Text & Free
http://www.usc.edu/dept/source/free.htm
News & Current Events
http://www.usc.edu/dept/source/news.htm
Special Sites
Prepared by: N.E.Taylor 8/13/97