The community radio sector is an important cultural resource for the Australian community. It is experiencing rapid growth with an increase in the number of licensed radio stations, however, government funding has not proportionally increased and this is threatening the financial viability of many stations. The key issue addressed in this research is the need to find ways to enhance community radio's sources of funding without imperilling its status as a not-for-profit sector. This study argues that there is no inherent conflict between entrepreneurial principles and not-for-profit principles, and as long as all revenue is invested back into the station, then there should be no limit on income generation for community radio. Overseas community radio experience supports this argument.

ABSTRACT Much is known about the process of sponsorship selection with respect to the key personnel involved in the buying decision and also about the strategic objectives for sponsorship. However, few investigations have focused on how sponsors assess the relative value of different sponsorship activities. This research project examined sponsorship decision-making with reference to the way managers discuss, think, and act when evaluating a sponsorship property for the first time. It focuses in particular on understanding how sponsors make decisions when selecting a new activity; how perceptions of risk influence their choice behaviours; the relative value they attribute to different sponsorship features; and how individual factors influence their choice of sponsorship domain. This research program considered these issues from three dimensions (1) linguistically (i.e. how firms publicly describe and explain their sponsorship selection procedures to others); (2) cognitively (i.e. how sponsorship experts describe and rationalise the decision process); and (3) conatively (i.e. how sponsorship managers report they behave when making sponsorship selection decisions). First, Study 1 explored the linguistic dimension of sponsorship selection through a content analysis of the sponsorship policies and guidelines of 298 global, national and local firms. The content analysis of these documents was conducted using Leximancer text analysis software. The analysis revealed six attributes were particularly important. These were the cost of sponsorship rights fees; the capacity of the sponsorship to achieve brand marketing objectives; the opportunities for brand exposure; the sharing of values between partners; the type/domain of the sponsorship activity; and its geographic reach. Firms avoided activities likely to damage their corporate or brand image by alienating sections of the community or by violating social norms. Next, Study 2 explored the cognitive dimension of sponsorship through a series of in-depth interviews with 16 sponsors and 20 properties. Interviews revealed that while practitioners supported the importance of attributes similar to those identified in Study 1, they placed more emphasis on the duration of the sponsorship agreement, the partner’s reputation and sponsorship management ability, and on the level of involvement, and less emphasis on shared values and geographic reach. Risk assessment was implicit in their due diligence practices. Risk mitigation strategies included risk avoidance, risk reduction, risk retention, and risk transfer. Study 3 examined the conative dimension of the sponsorship selection process using a full-profile choice-based conjoint (CBC) experiment completed by 196 sponsorship managers. The respondents evaluated 17 sets of fully-randomised fictitious sponsorship proposals constructed using the attributes identified in the previous two studies. Hierarchical Bayes (HB) analysis showed that the degree of fit with brand objectives, the duration of the sponsorship, and the perceived quality of the partner relationship exerted the strongest influence on sponsor preferences. Specifically, sponsors placed the highest value on sponsorships that offered a very high fit with their brand objectives, a one-year agreement, a good partner relationship, were cause-related, had a State-wide reach, involved a title sponsorship, a combination of cash and in-kind payment, and offered print media exposure. Finally, to examine the influence of individual factors (i.e. gender, the level of decision-making authority, and experience in decision-making) on the choice of sponsorship domain (i.e. sport sponsorship, arts sponsorship, cause-related sponsorship, and celebrity endorsement), three sponsorship simulations were conducted as part of Study 3 using Share of Preference modelling. The results showed that cause-related sponsorship was the most strongly preferred domain in each of the three models, whereas celebrity endorsement was the least preferred. While female managers were indifferent to arts or sport sponsorship, male managers showed a strong preference for sport sponsorship over arts sponsorship. Managers were less interested in sport sponsorship than more senior executives. The preferences of managers with the least experience were consistent with those of highly-experienced sponsors. However, managers with 11-15 years experience showed much less interest in sport sponsorship than others. Conceptually, this program of research allowed for the development of a decision-making model that provides the basis for future investigations of sponsorship value. For the practitioner, the results of this research support previous findings about the significance of sponsorship activities having a good fit with the sponsor’s brand objectives. As well, properties with a good reputation for building high-quality sponsorship relationships will find favour with new sponsors.

Increasingly, communities in regional areas are turning to sports events of a small scale to bring new money into their local economy, provide employment, and provide intangible benefits such as increased community pride. Sports events held on an irregular basis can attract visitors from outside a host community, thus resulting in an increase in business during slow periods and possibly promote the host region as a tourist destination after an event has been staged.In many instances, sponsorship has proven to be the financial lifeblood of sport tourism events held in regional areas, and often provides a majority of the revenue necessary to sustain the successful staging of such events. Small and medium-sized enterprises (SMEs) frequently provide the sponsorship necessary to stage such events, owing to the fact that large businesses are sparse in regional areas.The academic community has paid little attention to the sponsorship nexus between SMEs and regional sport tourism events, which this study aimed to address. Grounded in the interpretivist social sciences paradigm, this qualitative study examined five case studies through interviewing five SME owner/managers and five managers of regional sport tourism events. Areas examined included perceptions of sponsorship, reasons why SMEs provided sponsorship to regional sport tourism events, sponsorship leveraging, evaluation of sponsorship effectiveness, and how sponsorships were initiated between SMEs and regional sport tourism events.The results of this research found that the event managers and SME sponsors shared differing perceptions of what constitutes ‘sponsorship’. Volunteer event managers tended to view sponsorship in a somewhat philanthropic manner, while professional event managers were well aware of the importance of reciprocating a return on investment to their sponsors. Sponsorships in this context were initiated either through formal request or networks of personal contacts between SMEs and event organising committees. The sponsorships studied were found to be highly informal in nature and bound by gentlemen’s agreements, as opposed to legally binding contracts.The primary reasons driving SMEs to sponsor such events were related to supporting their local community and to be seen as socially responsible. Engaging in sponsorship to achieve bottom-line objectives were secondary to community involvement, which confirmed findings from similar studies conducted previously.The results also indicated that sponsorship leveraging and evaluation of sponsorship effectiveness did occur, albeit with varying degrees of success. Both sponsors and event managers tended to exhibit low levels of proficiency in being able to carry out effective sponsorship leveraging and evaluations, and as such leveraging and evaluation techniques employed in these sponsorships tended to be unsophisticated and inexpensive to execute. Only one of the five events studied provided any written post-event feedback to their sponsors.

Increasingly, communities in regional areas are turning to sports events of a small scale to bring new money into their local economy, provide employment, and provide intangible benefits such as increased community pride. Sports events held on an irregular basis can attract visitors from outside a host community, thus resulting in an increase in business during slow periods and possibly promote the host region as a tourist destination after an event has been staged.In many instances, sponsorship has proven to be the financial lifeblood of sport tourism events held in regional areas, and often provides a majority of the revenue necessary to sustain the successful staging of such events. Small and medium-sized enterprises (SMEs) frequently provide the sponsorship necessary to stage such events, owing to the fact that large businesses are sparse in regional areas.The academic community has paid little attention to the sponsorship nexus between SMEs and regional sport tourism events, which this study aimed to address. Grounded in the interpretivist social sciences paradigm, this qualitative study examined five case studies through interviewing five SME owner/managers and five managers of regional sport tourism events. Areas examined included perceptions of sponsorship, reasons why SMEs provided sponsorship to regional sport tourism events, sponsorship leveraging, evaluation of sponsorship effectiveness, and how sponsorships were initiated between SMEs and regional sport tourism events.The results of this research found that the event managers and SME sponsors shared differing perceptions of what constitutes ‘sponsorship’. Volunteer event managers tended to view sponsorship in a somewhat philanthropic manner, while professional event managers were well aware of the importance of reciprocating a return on investment to their sponsors. Sponsorships in this context were initiated either through formal request or networks of personal contacts between SMEs and event organising committees. The sponsorships studied were found to be highly informal in nature and bound by gentlemen’s agreements, as opposed to legally binding contracts.The primary reasons driving SMEs to sponsor such events were related to supporting their local community and to be seen as socially responsible. Engaging in sponsorship to achieve bottom-line objectives were secondary to community involvement, which confirmed findings from similar studies conducted previously.The results also indicated that sponsorship leveraging and evaluation of sponsorship effectiveness did occur, albeit with varying degrees of success. Both sponsors and event managers tended to exhibit low levels of proficiency in being able to carry out effective sponsorship leveraging and evaluations, and as such leveraging and evaluation techniques employed in these sponsorships tended to be unsophisticated and inexpensive to execute. Only one of the five events studied provided any written post-event feedback to their sponsors.

Thesis (M.Tech.)-Durban University of Technology, 2007. / Word processed copy. Includes journal article based on thesis (leaves 125-144) Includes bibliographical references (leaves 114-120)

Thesis (M.Tech.)--Durban University of Technology, 2006. / Includes bibliographical references (leaves 114-120) Also available online (PDF file) by a subscription to the set or by purchasing the individual file.

Thesis (doctoral)--Universität, Frankfurt (Main), 2007. / Includes bibliographical references (p. 285-320).

Thesis (Ph. D.)--Florida State University, 2004. / Advisor: Dr. Michael Mondello, Florida State University, College of Education, Dept. of Sport Management, Recreation Management and Physical Education. Title and description from dissertation home page (viewed Jan. 18, 2005). Includes bibliographical references.

Thesis (M.S.)--University of Memphis, 2002. / Includes bibliographical references (leaves 69-76).

Thesis (M.S.)--Slippery Rock University, 2002. / Includes bibliographical references (leaves 59-63).