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초록· 키워드
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Today, Sports Communication shapes a Sports - Media - Business symbiosis relations into the eternal triangle. Especially, sports marketing is a high-value added commodity produced by media value.
A sponsorship is the provision of resources(eg., money, people, equipment) by an organization(the sponsor) directly to an individual, authority or body(the sponsee), to enable the latter to pursue some activity in return for benefits contemplated in terms of the sponsor's promotion strategy, and which can be expressed in terms of corporate, marketing, or media objectives. Sponsorship of sport has become an integral part of the marketing mix of the corporate world with corporations devoting large amounts of money to associate themselves with sport and/or its particular identity. It is necessary for media report to facilitate activity of sport sponsorship and effect of marketing communication.
In this context, the purpose of this study is to make a analysis of the tendency & behavior of media report about korean industry's sports sponsoring.; How reported the sports sponsoring activity of korean business by media?
To achieve this purpose, and to examine korean situation, I carried out a content analysis of newspaper and broadcasting.; news reporting tendency of the KBS & MBC sports news, and eight of paper.
As the result, media report in korea don't cover sufficiently the sports sponsorship activity of korean enterprise, and thus media perform its function of obstacle to business communication which have to execute all marketing action.
It is necessary for Sports Communication study(especially in korea, it is still in its infancy.) to take efficient method on media report to facilitate sports sponsoring activity.
A sponsorship is the provision of resources(eg., money, people, equipment) by an organization(the sponsor) directly to an individual, authority or body(the sponsee), to enable the latter to pursue some activity in return for benefits contemplated in terms of the sponsor's promotion strategy, and which can be expressed in terms of corporate, marketing, or media objectives. Sponsorship of sport has become an integral part of the marketing mix of the corporate world with corporations devoting large amounts of money to associate themselves with sport and/or its particular identity. It is necessary for media report to facilitate activity of sport sponsorship and effect of marketing communication.
In this context, the purpose of this study is to make a analysis of the tendency & behavior of media report about korean industry's sports sponsoring.; How reported the sports sponsoring activity of korean business by media?
To achieve this purpose, and to examine korean situation, I carried out a content analysis of newspaper and broadcasting.; news reporting tendency of the KBS & MBC sports news, and eight of paper.
As the result, media report in korea don't cover sufficiently the sports sponsorship activity of korean enterprise, and thus media perform its function of obstacle to business communication which have to execute all marketing action.
It is necessary for Sports Communication study(especially in korea, it is still in its infancy.) to take efficient method on media report to facilitate sports sponsoring activity.
목차
1. 서론
2. 이론적 배경
3. 분석 방법
4. 분석결과
5. 결론
참고문헌
Abstract
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