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15 Cards in this Set
- Front
- Back
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“What does Jack Daniel’s and Jim Beam Exit Say about Nascar?”
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- NASCAR broadened its target marketing which is not good for alcohol brands. The audience wasn’t targeted enough for them. After spending money on sponsorships, they didn’t get a good return and people did not start drinking their product.
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How hierarchy of sports fashions and trends are pushed to the marketplace
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. The hierarchical structure for alternative sports would be driven by the top national stars in various sports, the most notable being Tony Hawk. The next group in the hierarchical structure would be the local and regional stars from the sport. The final group in the structure would be the local “stars” from the skate park, snow park, or beach. These individuals are the ones who are reading the most current magazines, visiting the coolest places, and wearing the newest and coolest brands.
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What NCAA rules are in place for beer advertising?
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NCAA allows alcohol advertising for products that don’t exceed 6% alcohol levels – essentially beer and wine coolers.
For every 4 minutes of product advertising, they give 1 minute of “Be responsible” message |
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Ethics: “6 Hot Button Issues You Will Face”
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1) Creative issues
2) Advertising controversial products 3) Advertising directed at children 4) Advertising in media vehicles with objectionable content 5) Billing for services rendered 6) Pursuing Clients |
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definition of alternative sports
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- Alternative sports are more than just competitions, challenges, and races- it is a lifestyle that millions of participants have embraced. Alternative sport participants do more than just participate in the sport, they live it. These sports are an extension of their lives, rather than just a way to achieve physical activity
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3 Ways in Which the Sports Media Landscape will Change
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1. Fan-driven content
2. Content providers easily become distributors 3. Sports properties becoming their own media companies |
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What is opinion leadership and why does it matter
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the process by which the sport marketer or the opinion leader informally influences the consumption actions or attitudes of sport consumers
effective because source seems credible |
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Definition of Ambush Marketing and Example
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This is a method utilized by organizations to create an illusion that their products or services are associated with a specific sport endeavor.
Ex: In the Winter Olympics, American Express replaced Visa as the credit card of the Olympics, saying “To travel to a new country, you need a passport but not a Visa.” |
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“MLB Franchises Push their Own Efforts to get Fans in Park” – Examples of what some of these teams are doing to drive attendance and know why they are feeling the need to drive local attendance
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Game attendance down 6.6%, struggling to sell even prime seats
Ex: green collar baseball, revenue thursdays |
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Definition of the Blackout Policy of the NFL and what was the goal for its creation?
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home game cannot be televised locally if it is not sold out within 72 hours prior to its start time. According to the league, the policy is to ensure a sellout, and to make televised games more attractive to viewers by showing a filled up stadium
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Recent Nielsen media research: What percentage of American households has time shifting devices? Who are the heaviest time shifters?
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percentage of Nielsen households with time-shifting devices is 35%.
- Adults 25-34 are the heaviest time shifters, watching two hours and 58 minutes of delayed programming per week. - Nielsen says 85% of primetime viewing in DVR homes is still live |
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truth in advertising creed
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truth
substantiation comparisons bait advertising guarantees price claims testimonials |
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Concept of Cross Promotion (future trend) and Cross Ownership among sports organizations: What is the goal? Why are they doing this? How does it work? Give an example.
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Goal: Containing the costs and extending the brands
Ex: Manchester United and the Yankees partnership |
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Future of Sports Television: List different entities involved in the media business in 2010
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- Major networks (ex: ABC, NBC, etc.)
- Regional sports networks (Fox Sports Net Pittsburgh) - Cable networks (TBS) - Single sports channels (NFL) - Satellite TV (NFL Sunday Ticket) |
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Methods of prospecting (know 5)
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- By season
- By category - By geographic region - By inactive advertisers - By current advertisers |
