|
| << vorige | volgende >> |
Tijdschrift beschrijving
Alle jaargangen van het bijbehorende tijdschrift
Alle afleveringen van het bijbehorende jaargang
Alle artikelen van de bijbehorende aflevering
Details van artikel 117 van 121 gevonden artikelen
| Titel: |
Using a Sponsorship to Improve the Success of Blood Drive Donations |
| Auteur: |
Hogan, Beth Hershey, Lewis Hogan, Reed Callum, Corley |
| Verschenen in: |
Health marketing quarterly |
| Paginering: | Jaargang 24 (2008) nr. 1-2 pagina's 51-61 |
| Jaar: |
2008-09-29 |
| Inhoud: |
Promoting the idea of blood donation as well as the successful recruitment of blood donors represents substantial marketing challenges. For example, blood products have a short shelf life, donation is invasive, the industry is heavily regulated, and safety issues restrict the number of eligible donors. Moreover, many organizations that collect blood are non-profit services that are not equipped to make use of many of the tools of marketing and promotion. In the for-profit world, organizations are increasingly using sponsorships to enhance the effectiveness of their marketing expenditures. This paper reports on the use of a sponsorship to increase blood drive donations. The sponsorship used a standing annual holiday promotion/stakeholder appreciation campaign conducted by a large local group of gastroenterologists. Linkage of the sponsorship to a local blood drive resulted in increased response rates from donors and in the number of units of blood collected. Implications of the use of sponsorships for future blood drives are discussed. |
| Uitgever: |
Routledge |
| Bronbestand: |
Elektronische Wetenschappelijke Tijdschriften |
Details van artikel 117 van 121 gevonden artikelen
| << vorige | volgende >> |