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21 Cards in this Set

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sponsorship
investing in a sport entity (athlete, league, team, or event) to support overall organizational objectives, marketing goals, and/or promotional strategies.
-right to use logo,name, trademark
-right to an exclusive association
-right to entitlement
-right to services or right to use
-right to conduct promotional activities
promotional opportunities (different types of promotions)
-Advertising: any paid, non-personal, sponsored message conveyed through the media.
- Personal Selling: Any face-to-face presentation where the seller has an opportunity to persuade the consumer.
-Publicity: Any form of exposure in the media not paid for by the beneficiary.
-Sales Promotion: wide variety of activities.

-ATL Braves hooked up with lexus and made a section for lexus parking only to season pass holders to park for free. Lot also used to promote new lexus vehicles.
- Ford sponsored the memphis grizzles parking garage and pictures of new cars will be placed on the walls of the garage.
-resturant sponsorships to host away games on their tv's and provide team merchendise.
Public Relations
-the management function which evaluates public attitudes, identifies the policies and procedures of an individual or an organizational with the public interest, and executes a program of action to earn public understanding and acceptance.
- the profitable integration of an organization's new and continuing relationship with stakeholders including customers by managing all communications contacts with the org. that create and protect the reputation of the org.
Public Relations Equation
PR= Media Relations + Community Relations
Purpose of Public Relations
-inform and communicate (compilation, presentation, and dissermination)
-shape and enhance images
-promote employee relations
-gain political or popular support
-recruit and develop business
-launch new products
-1st respond should be "no comment"
-Formulate statements for media
- Cope with crisis (NFL)
-Supplying media content
Branding
-A brand is a name, symbol, term, or design intended for the identification of the products of a seller. Consists of any combination of a name, word, letter, number, design or coloring.
Purpose of Branding
-Broad puspose of branding is for a product to distiguish and differentiate itself from all other products.
Brand Loyalty
A consistent preference for, or repeat purchase of a one brand over others.
Benefits:
-easier to sell
-engage in word-of-mouth
-less price sensitivity
-buy more over time
Product Life Cycles
Introduction: Sales and demand are low. Cash flow is negative. Increase awareness of product.
Growth: Sales and demand increase. Competitors enter market. Segments begin to form. Penetrate and develop new market, create image, improve product, and add benefits.
Mature: Sales flatten. COmpetition is high. Prices fall. Niches develop. Sustain product.
Decline: Profits decline. Demand falls. Substitues appear. Modify, abandon or find new products. Manage inventory.
Parking
-Ample PArking
- 1 parking space for every 4 seats in the arena, when mass transit is available.
Naming Rights
-most expensive sport marketing investment in the current marketplace, the best dollar-for-impression sponsorship bargain, and one of the most underutilized promotional assets in a company's arsenal.
-In other words, its the right ot have a name on a product.
AIDA
-INcrease Awareness (A)
- Attract INterest (I)
- Arouse Desire (D)
- Initiate Action (A)
Different Types of Endorsements
-Explicit mode: "I endurse this product."
- IMplicit mode: "I use this product."
- Imperative mode: "you should use this product."
- Co-present mode: "athlete is in some setting such appearing with the product."
Different types of Promotional Budgets
(Establishing promotional budgets)
- Arbitrary allocation: least recommended way.
- Competitive parity: do your budget
- Percentage of Sales
- Objective and task method: most logical/ most suported.
Different types of Advertising
Printing media
- Newspapers, magazines, posters, game programs, direct mailings.
Broadcasting
- Radio, Television.
Other media
-billboards, buses, blimps, internet.
Different types of Pricing Methods
Differential Pricing
- One of the most common practices
- "selling the same product or services to different buyers at different prices."
- Second-market discounting
- Variable ticket pricing
Psychological Pricing
- Prestige pricing
- High price often= high quality
- Low price often= low quality
- Reference pricing
- Odd-Even pricing
- Customary (or traditional) pricing
Costs
-Fixed Cost (FC)
- Variable Costs (VC)
- Total Cost (TC)= FC+ VC
Scope of Sponsorship
-Global, INternational, National, Regional, Local
Critical Element of Sports marketing mix
Pricing:
- Can be most readily changed
- Addresses market conditions
- Price ishighly visible & communicates something about the product.
- Promotion geared towards info about price.
- Product lines with different prices atract different segments of consumers.
- Never far from the consumer's mind
What are some problems with reducing prices/alterations
Price Reduction
- May associate multiple price reductions with inferior product quality.
- May associate price reductions with price gouging.
- May "wake a sleeping dog."
- Makes it more difficult for the consumer to establish a frame of reference for the true price of the product.
Price Increase
- Cost inflation
-Excess demand for the product.
Price Discount
- Quantity discount (group sales)
- Seasonal discount (season tickets are cheaper).
Hisotry of Sponsorship
1980-2005= $300 mill - $30.5 bill
-Ban on tobacco advertising
- Too much "noise" in print & electronic media
- Cost of advertising
- 1984 L.A. Summer Olympics (first one to make money)
- Increased media interest in sport programming.

- Soon high schools around the country will look for coporate sponsors due to the lack of budget funds given by the HS athletic department.