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[{"key": "dc.contributor.advisor", "value": "Suomi, Kimmo", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.advisor", "value": "Munnukka, Juha", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Aronen, Hilkka", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2015-06-22T08:38:35Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2015-06-22T08:38:35Z", "language": "", "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2015", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.other", "value": "oai:jykdok.linneanet.fi:1476366", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/46382", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Tutkimuksessa tarkastellaan urheilun sponsorointia yritysten n\u00e4k\u00f6kulmasta. Tarkoituksena on hahmottaa sponsorointia yritysten markkinointiviestinn\u00e4n muotona ja toiminnan nykytilaa Suomessa. Tavoitteisiin p\u00e4\u00e4st\u00e4\u00e4n selvitt\u00e4m\u00e4ll\u00e4 yritysten sponsoroinnille asetettuja tavoitteita, sponsorointikohteen valintaa sek\u00e4 sponsoroinnin tulosten ja tehokkuuden mittaamista. Tutkimus toteutettiin laadullisena tutkimuksena haastattelemalla urheilua sponsoroivia yrityksi\u00e4 Suomessa. Aineisto analysoitiin teoriaohjaavan sis\u00e4ll\u00f6nanalyysin periaattein.\r\nSponsorointi n\u00e4htiin tukitoimintona yrityksen markkinointiviestinn\u00e4ss\u00e4. Yritykset tavoittelivat sponsoroinnilla br\u00e4ndin ja imagon kehitt\u00e4mist\u00e4, n\u00e4kyvyytt\u00e4 ja myynnillist\u00e4 kehityst\u00e4. Kohteen valinnassa arvostettiin kohteen soveltuvuutta yrityksen kohderyhm\u00e4\u00e4n, imagollista yhteensopivuutta yrityksen kanssa, hyv\u00e4\u00e4 mainetta, laajaa hy\u00f6dynnett\u00e4vyytt\u00e4 ja yhteiskuntavastuullisuutta. Sponsoroinnin tulosten mittaaminen koettiin haastavaksi. Yleisemmin k\u00e4ytettiin n\u00e4kyvyyden m\u00e4\u00e4r\u00e4n mittaamista sek\u00e4 br\u00e4ndi-ja mielikuvatutkimuksia.\r\nUrheilun sponsoroinnista muodostuu kaksijakoinen kuva. Sponsorointitoiminta suomalaisissa yrityksiss\u00e4 on kehittynyt ja edelleen murroksessa. Sit\u00e4 voidaan harjoittaa monenlaisista l\u00e4ht\u00f6kohdista. Sponsoroinnilla on mahdollisuuksia kehitty\u00e4 tehokkaaksi markkinointiviestinn\u00e4n muodoksi. Jotta sponsoroinnista saataisiin mahdollisimman paljon hy\u00f6ty\u00e4 irti, tulisi sit\u00e4 pyrki\u00e4 integroimaan yrityksen toimintaan ja hy\u00f6dynt\u00e4\u00e4 sit\u00e4 niin sis\u00e4isesti kuin yrityksest\u00e4 ulosp\u00e4in. T\u00e4m\u00e4 edellytt\u00e4\u00e4 my\u00f6s mittaamismenetelmien kehitt\u00e4mist\u00e4.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Hilkka Aronen (hielmaar) on 2015-06-22 08:38:34.850166. Form: Pro gradu -lomake (https://kirjasto.jyu.fi/julkaisut/julkaisulomakkeet/pro-gradu-lomake). JyX data: [jyx_publishing-allowed (fi) =True]", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija.group@korppi.jyu.fi) on 2015-06-22T08:38:35Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201506222403.pdf: 793426 bytes, checksum: 527cd169e7c51a74ea08418a9aefddab (MD5)\r\nlicense.html: 4819 bytes, checksum: 52b2ddc9d04aca20c40c9940c962649d (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2015-06-22T08:38:35Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201506222403.pdf: 793426 bytes, checksum: 527cd169e7c51a74ea08418a9aefddab (MD5)\r\nlicense.html: 4819 bytes, checksum: 52b2ddc9d04aca20c40c9940c962649d (MD5)\r\n Previous issue date: 2015", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (130 sivua)", "language": null, "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.language.iso", "value": "fin", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "urheilu", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "sponsorointi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "markkinointi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "markkinointiviestint\u00e4", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Urheilun sponsorointi yrityksen markkinointiviestinn\u00e4n muotona", "language": null, "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-201506222403", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master's thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4 University School of Business and Economics", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Sport and Health Sciences", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Liikuntatieteellinen tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Taloustieteet", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Business and Economics", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Liikuntakasvatuksen laitos", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Department of Sport Sciences", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Markkinointi", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Marketing", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Liikunnan yhteiskuntatieteet", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Social Sciences of Sport", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.date.updated", "value": "2015-06-22T08:38:36Z", "language": "", "element": "date", "qualifier": "updated", "schema": "dc"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": "", "element": "contractresearch", "qualifier": "funding", "schema": "yvv"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": "fi", "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "20423", "language": null, "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "5032", "language": null, "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "urheilu", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sponsorointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "markkinointiviestint\u00e4", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}]
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