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"This book undertakes a critical examination of commercial rights to sports mega-events (focusing on sponsorship), the exclusivity of such rights and the legal implications of the modern mega-event sponsorship model. "

"This paper focuses the research on the Influence of Sponsor-Event Congruence toward Brand Image, Attitudes toward the Brand and Purchase Intention. Having reviewed the literatures and arranged the hypotheses, the data has been gathered by distributing the questionnaire to 155 audiences at the Java Jazz Music Festival, firstly with convenience sampling and then snowballing sampling approach. The analysis of data was executed with Structural Equation Modeling (SEM).The result shows the sponsor-event congruence variable has a positive impact toward brand image and attitudes toward the brand sponsor. Brand Image also has a positive impact toward purchase intention; in contrary attitudes toward the brand do not have a positive purchase intention. With those results, to increase the sponsorship effectiveness, the role of congruency is very significant in the sponsorship event. Congruency is a key influencer to trigger the sponsorship effectiveness.Congruency between the event and the sponsor is able to boost up the brand image and bring out favorable attitudes towards the brand for the successful of marketing communication program, particularly for sponsorship. In addition to it, image transfer gets higher due to the congruency existence (fit) between sponsor and event and directs the intention creation to buy sponsor brand product/service (purchase intention). In conclusion, sponsor-event congruence has effect on consumer responds toward sponsorship, either on the cognitive level, affective and also behavior."

"Suatu produk yang berhasil di ingat konsumen tidak akan pernah terlepas dari fungsi komunikasi pemasaran. Adanya komunikasi pemasaran dapat mewakili suara perusahaan untuk menjadi sarana dalam menjalin komunikasi dan membangun hubungan dengan pelanggan. Salah satu aktivitas pemasaran yang dilakukan perusahaan selama ini selalu mengutamakan marketing event secara tatap muka sebagai strategi pemasaran utamanya. Hadirnya pandemi Covid-19, marketing event bertransformasi menjadi kegiatan virtual dimana perusahaan harus mengikuti perkembangan tersebut agar tidak tertinggal. Penelitian ini menggunakan beberapa konsep serta referensi dari Marketing Event, Computer Mediated Communication dan Hierarchy of Effect. Strategi penelitian ini menggunakan studi fenomenologi dengan pendekatan kualitatif. Sebagai penelitian kualitatif, peneliti melakukan tahapan wawancara mendalam dan observasi kepada tiga informan yang mempunyai pengalaman dalam ikut serta marketing event di masa pandemi Covid-19. Hasil dari penelitian ini menunjukan bahwa keberhasilan pembentukan pemahaman dalam mengikuti marketing event tergantung dari sektor perusahaan. Untuk produk skincare dan smartphone, marketing event secara virtual dinilai sudah memberikan pemahaman terhadap produk kepada konsumen. Sedangkan pada produk printer, acara virtual dinilai kurang memberikan pemahaman karena informan tidak bisa merasakan langsung pengalaman terhadap produk.

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A product that is successfully remembered by consumers will never be separated from the marketing communication function. The existence of marketing communications can represent the voice of the company to be a means of establishing communication and building relationships with customers. One of the marketing activities carried out by the company so far has always prioritized face-to-face marketing events as its main marketing strategy. With the presence of the Covid-19 pandemic, marketing events have transformed into virtual activities where companies must follow these developments so they don't get left behind. This study uses several concepts and references from Event Marketing, Computer Mediated Communication and Hierarchy of Effect. This research strategy uses a phenomenological study with a qualitative approach. As a qualitative research, the researcher conducted in-depth interviews and observations with three informants who had experience in participating in marketing events during the Covid-19 pandemic. The results of this study indicate that the success of forming understanding in participating in marketing events depends on the company sector. For skincare and smartphone products, virtual marketing events are considered to have provided an understanding of the product to consumers. Meanwhile, for printer products, virtual events are considered to lack understanding because the informants cannot experience the product directly."

"Tujuan penelitian ini adalah untuk menganalisis bagaimana pengaruh event marketing terhadap minat beli. Penelitian ini menggunakan pendekatan kuantitatif. Sampel dalam penelitian ini adalah 100 remaja umu 15-21 tahun yang datang ke cornetto summer music festival 2012 dan belum pernah membeli cornetto sebelumnya dengan menggunakan metode snowball sampling. Instrumen penelitian ini menggunakan kuesioner dan dianalisis menggunakan linear regression. Hasil penelitian ini menunjukkan bahwa Event Marketing memiliki pengaruh yang sangat kuat terhadap minat beli. Event marketing memiliki hubungan terhadap minat beli sebesar 56.% dan sisanya sebesar 44.% dipengaruhi oleh faktor lain.

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The purpose of this research is to analyze how event marketing give an effect to buying intention. This research use quantitative method. Sample in this research is 100 teenagers age 15 - 21 who coming to cornetto summer festival 2012 and have never bought before the event cornetto summer music festival 2012 with snowball sampling. Instrument in this research use questionnaire and analyze with linear regression. An conclusion from this research show event marketing have some major effect to buying intention, they relation is about 56% and another 44% have some effect from another factor."

"Tesis ini membahas tentang peranan humas serta program-program yang dilakukan oleh humas organisasi olahraga di Indonesia dalam memasarkan olahraga dan meningkatkan citra olahraga, dimana fungsi dan tujuan humas adalah menciptakan citra yang baik dari organisasi dihadapan publiknya. Humas sangat bermanfaat bagi suatu organisasi dalam mengelola iklim organisasi yang kondusif dan menciptakan citra yang baik bagi organisasi di mata publiknya, begitu pula dalam organisasi olahraga. Penelitian ini adalah penelitian kualitatif dengan desain deskriptif. Subjek penelitian yang digunakan dalam penelitian ini adalah enam organisasi olahraga yang di pilih berdasarkan prestasi cabang olahraga yang mengikuti ajang multi event seperti SEA Games, ASIAN Games dan OLYMPIC Games. Untuk metode yang dipakai dalam mengumpulkan data dengan melakukan wawancara mendalam terhadap divisi humas atau pengurus organisasi yang berkompeten untuk menjawab pertanyaan yang berkaitan dengan masalah penelitian dari enam organisasi olahraga tersebut. Adapun Hasil penelitian ini menyatakan bahwa peranan humas dalam organisasi olahraga berperan sebagai peranan teknisi, sedangkan untuk program-program humas yang dilakukan oleh organisasi olahraga hanya bersifat tentatif atau apabila ada event-event olahraga. Saran untuk organisasi olahraga adalah supaya organisasi olahraga membuat lebih banyak lagi event-event olahraga dan bersifat teratur terutama di dalam negeri agar humas mempunyai berita yang harus disampaikan kepada publik. Selain itu komunikasi yang dilakukan humas pada organisasi harus lebih pro aktif dan inovatif dalam membuat program-program kehumasan dan dalam membuat berita-berita yang akan disampaikan kepada publik.

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This tesis is focus on the role of public relations with the programs which done by the public relations of sports organization in Indonesia in order to marketing and increasing the image of sports. Where the function and the objective of public relations is to create a good image of the sports organization in front of its publics. Because of that public relations will be useful for the organization in order to manage the condusif organization climate and to create a good image for the sports organization in front of its publics. This research is a qualitative research with descriptive design. The subject of research that use in this research is six sports organization which is choosing base on the achievement of the sports event that follow the multievent like SEA Games, ASLAN Games and 0LYMP1C Games. The method that use to collect the data in this research is depth interview toward the public relations division or the management of organization which has a competent to answer the question that related to the problem of research from six of the sports organizations. The result of this research explain that the role in sports organization play a role as a technician role, and for the public relations programs that done by the sports organization only have the temporarily quality or done if there is an events. And the suggestion for sports organizations is that the sports organizations has to make more sports events and make it more continously especially in Indonesia so the public relations have a news that have to be published to the publics. Beside that the communication that done by the public relations officer in sports organization have to be more pro active and inovative in making a public relations programs and in order to making a news that will be publishing to the publics."

"ABSTRAKFestival is a step for promoting several new destination and also to attract tourists who visiting Bali. As part of it, the Buleleng regency government has routinely held several festivals, which are rooted in the customs of diverse local communities."