Media & Measurement

What is sports promotion?

All communication activities designed to positively shape consumer perceptions and encourage engagement with a sports organization and its products.

What are the two primary media-driven forms of sports promotion?

• Publicity

• Advertising

What is publicity?

• A communication strategy that generates media coverage or public interest without directly paying for placement.

• It is is often attractive to sports organizations because media exposure can be generated without directly purchasing advertising space.

What are examples of publicity activities?

• Press releases

• Press conferences

• Athlete interviews

• Sharing statistics

• Media relations

Why is publicity often viewed as more trustworthy than advertising?

Because consumers may view it as more unbiased and less scripted.

What advantage does publicity have over advertising?

• It can reach consumers who actively avoid advertisements.

• Publicity also serves to foster narratives and drama around the sports organization, which fosters interest in the product

What is advertising?

A paid, nonpersonal form of communication that promotes products or ideas while identifying the sponsoring organization.

What is the main difference between publicity and advertising?

Publicity is not directly paid for, while advertising involves paying for communication placement.

What are the four advertising media types discussed in the lesson?

• Print: Advertising through newspapers and magazines.

• Electronic: Advertising through television, radio, or social media.

• Direct Mail: Direct communication through email or traditional mail.

• Outdoor: Advertising through billboards, transit ads, and similar displays.

What is the primary goal of advertising?

To select a medium that effectively reaches the target audience.

What are common goals of advertising?

• Increase sales

• Build a favorable image

• Promote social issues

• Increase brand interaction

Why did the Golden State Warriors create the "Strength in Numbers" campaign?

To build unity among fans, strengthen the team's image, and encourage greater fan engagement.

What is market research? Why is it important?

• The process of collecting information about current and potential consumers.

• The main goal of market research is to provide a sports organization with information which allows them to reach their consumers in a way that is influential.

• It also helps organizations understand consumers and communicate with them more effectively.

What are common market research methods?

• Online surveys

• One-on-one interviews

• Group interviews

• Database analysis

What is a disadvantage and advantage of one-on-one interviews?

• They are time-consuming and expensive but allow for an in-depth understanding of their consumer’s behavior

• Given the cost of conducting market research and segmenting consumers, marketers must weigh the type of research with the high costs associated with it.

What is market segmentation?

Dividing consumers into groups based on shared characteristics.

What factors can be used for market segmentation?

• Geographic location

• Socioeconomic status

• Behaviour

• Psychographics

Why is market segmentation useful?

It allows organizations to target advertising more efficiently.

What did the Seattle Sounders learn through market research?

Many millennial fans streamed games instead of watching traditional television.

How did the Sounders use this information?

They targeted millennials through social media while using traditional media for older audiences.

Why do organizations create publicity and advertising budgets?

To plan campaign spending and allocate resources effectively.

What costs are included in advertising budgets?

• Labor

• Production costs

• Media placement costs

• Evaluation costs

What advertising expense does publicity generally avoid?

Paying for advertising space.

What is ROI?

• Return on Investment; a measure comparing revenue generated to campaign cost.

• This is an entirely quantitative analysis, whereby the team spends X amount of dollars on publicity or advertising, and that is expected to return value through metrics such as improved viewership, ticket, or merchandise sales.

Why is ROI commonly used to evaluate advertising effectiveness?

Because it measures whether a campaign generated enough value to justify its cost.

Why can measuring advertising ROI be difficult?

Because many factors influence sales and it can be difficult to isolate the impact of a single campaign.

What is the saturation point?

The point at which additional advertising no longer provides a reasonable return on investment.

Why is the saturation point important?

It helps managers identify when additional advertising spending becomes inefficient.

What should a team do if it reaches the saturation point on TV advertising?

Consider shifting resources to another medium, such as social media.

What is hollow-core market share theory?

The idea that a company may gain market share but spend so much on advertising that it cannot recover its investment.

Why is a hollow-core market share gain considered a "hollow victory"?

Because increased market share does not necessarily lead to profitability.

A team holds a press conference introducing a new coach and media outlets widely cover the story. Is this publicity or advertising?

Publicity.

A team purchases billboard space across a city to promote season tickets. Is this publicity or advertising?

Advertising.