sponsorship and research

This week's readings define sponsorship as above. The two key points to take away from the readings are:

1. the types of sponsorship
2. the types of research

Sponsorship is the purchase of specific rights and benefits associated with an event, organization or individual. Sponsorship should not be confused with donations, philanthropy or bequests.

The three types of sponsorship are:

1. philanthropic sponsorship,
   
2. corporate sponsorship and
   
3. marketing sponsorship.

Philanthropic sponsorship generates community goodwill towards an organisation. Corporate sponsorship refers to the sponsorship of an event or activity not normally linked to the sponsoring company's general business. Marketing sponsorship offers cash and goods in return for tangible revenue- oriented results.

The readings show that sponsorship of events may not necessarily be remembered by public especially when the event is commonplace and unable to gain interest or attention. The reading shows that in practice as a public relations practitioner, the sponsorship of events needs to be chosen carefully. An event that is likely to go unnoticed may not be worth sponsoring.

The two types of research are:

1. formal and informal research
2. qualitative and quantitative research

Formal research is characterised by scientific procedures, methodologies and analysis whereas informal research has no agreed rules and procedures, and is cheaper and more immediate than formal research.

Qualitative research uses 'discovery- based methods' whereas quantitative methods use 'verification- based methods'. Quantitative research can be replicated whereas qualitative research cannot be done so.

With the explaination of these research methods, the readings help in the practice of public relations where the role of corporate monitor requires us to conduct research. As such, using the most suitable methods will aid in finding research results.