SPTA 190 Exam 2 Klosterman

Definition of Sports Marketing

It is the task of creating, promoting, and delivering goods and services to consumers and businesses.

Functions of Sports Marketing include what? (5 things)

1. Product Development

2. Advertising

3. Public Relations

4. Sales Promotions

5. Designing Point-of-sale materials

What does Sport Marketing boil down to?

Creating Demand

What is Sports Marketing all about obtaining?

An understanding of who the target market is and what they want

Sports Marketing includes the marketing of what? (4 things)

1. Products (Equipment, apparel, footwear)

2. Services (Hunting lessons, skill-training camps)

3. Entities (Leagues, teams, or individuals)

4. Staff (Recruitment and Retention)

Marketing of Products means what?

Equipment, apparel, and footwear

Marketing of Services means what?

Athletic lessons, skill-training camps, club memberships, etc.

Marketing of Entities means what?

Leagues, teams, or individuals

Marketing of Staff means what?

Recruitment and Retention (relationships)

What is the definition of a target market?

the group of consumers to whom a product is marketed

Who is Matt McCormack?

Founded IMG in 1960 and it was the first sports marketing firm.

What did Matt McCormack predict?

Predicted significant growth in sports in Asia, South America, and Africa

The history of Sports Marketing includes what? (4 things)

1. Evolution of broadcasting

2. Growth of sponsorships

3. Development of promotional strategy & extension

4. Birth of research in Sports Marketing

What is the definition of sponsorship?

the acquisition of rights to affiliate or directly associate with a product or event for the purpose of deriving benefits related to that filiation

What was the very first collegiate athletic event?

A rowing contest between Harvard and Yale in 1852.

Who capitalized on the word "official"?

Albert Spalding

Who did Mark McCormack built IMG around?

Arnold Palmer

What is ambush marketing?

capitalizing on the goodwill associated with an event without becoming an official sponsor

Who is Bill Veeck?

Sport marketing pioneer in professional baseball

What was Bill Veeck's philosophy?

Team must provide reasons other than the game itself for people to attend and support franchise

What is the definition of marketing mix?

controllable variables the company puts together to satisfy a target group

What are the four P's?

1. Product

2. Price

3. Place

4. Promotion

What is the definition of segmentation?

Identifying subgroups of the overall marketplace based on demographic, geographic, psychographic, and product usage data

What is the definition of Fan Identification?

Personal commitment and involvement a person has with an organization

What is cause related sports marketing?

forming a partnership with a charity or cause in order to market a product or service for mutual benefit.

What is relationship marketing?

Building mutually satisfying long-term relationships with key parties (customers, suppliers, distributors, etc.)

What is sport law?

refers to the application of law to the sport industry

Statutes equal what?

Law

Who do sport lawyers represent?

Both the governing association and the participants or just one.

Tort law cases involve sports as early as when?

1600s

Many early U.S. lawsuits in sport industry involved what?

Professional Baseball

Players challenged owners on reserve system that prevented players from what?

Free agency

Where was the first sport law class offered?

Boston College Law School

Why has there been considerable growth in the last 40 years for sport law? (3 things)

1. Legal profession has become specialized

2. Amount of litigation and diversity of cases in sports have increased

3. Athletic assoc. adopted own governance systems based on U.S. legal system

Define risk management

developing a management strategy to maintain greater control over legal uncertainty

What are the two goals required for risk management?

Prevent (problems from arising) and Intervene (when problems do occur)

Define plaintiff

The person who filed the lawsuit

Define defendant

The person or organization that allegedly wronged the plaintiff and must respond to the lawsuit

What is the DIM process?

Develop, Implement, and Manage risk

Define judicial review

Occurs when plaintiff challenges a rule in sport organization and the court evaluates it to determine whether it should review the sport organization's decision

Courts will decline to overturn the rules of voluntary athletic organizations unless what? (6 things)

1. Violates its own rule

2. Violates a statute

3. Violates public policy

4. Violates constitutional law AND it's a state actor

5. Acts as arbitrator

6. Exceeds scope of authority

What does the plaintiff usually seek?

An injunction (financial compensation or equitable relief)

Purpose of agency law?

to establish duties that principals and agents owe each other

What is agency law an important component of?

important component of player representation industry

What three duties does the principal owe the agent?

1. to comply with a contact if one exists

2. to compensate the agent for his/ her service

3. to reimburse the agent for any expenses incurred while acting on the principal's behalf

what five duties does the agent owe the principal?

1. to obey

2. to remain loyal (disclose conflicts of interests)

3. to exercise reasonable care

4. to notify

5. to account (for information and finances on a reasonable basis)

Define what a contract is

a written or verbal agreement between two or more parties that creates a legal obligation to fulfill the promises made by the agreement

What does a contract require in order to be considered valid?

1. offer and acceptance (mutual assent)

2. consideration (value: money, property, etc)

3. legality (subject matter legal and not against public policy (legal age)

4. capacity = understand the nature and effects of their actions (disaffirm= opt out of)

Define breach

contract "promise" broken

What is a remedy for a breach of contract?

Typically money or some sort of injunction

What are waivers and releases?

Contract in which participant gives up right to sue

When is a waiver signed?

Waiver is signed before participant gives up right to sue

When is a release signed?

Release is signed after participation in activity

What are the four constitutional challenges that frequently arise in sports?

1. Due Process (5th/14th Amendments)

2. Equal protection (14th amendment)

3. Unreasonable search and seizure (4th Amendment)

4. Invasion of Privacy

What are the standards of review for the 14th amendment; equal protection?

1. Strict scrutiny - basis of race, religion, or national origin

2. Legitimate interest - on the basis of gender

3. Rational basis - discrimination of any other status or classification

Is there a specific amendment for invasion of privacy?

No

What is a state action?

US constitution and state constitutions do not apply to private entities

What is an exception to a state action?

a private entity is so tangled with the public that courts apply constitution to the private entity and is called a STATE ACTOR

What is the NLRA?

national labor relations act (NLRA)= establishes procedure for union certifications and decertification and rights and obligations of union and management once a union is in place

What is the EPA?

equal pay act (EPA)= prohibits an employer from paying one employee less than another on the basis of gender when the two are performing jobs of equal skill, effort, and responsibility and are working under similar conditions

What are the four defenses for the EPA?

1. Seniority System

2. Merit system

3. Measuring on the basis of quality/quantity of production

4. Factor other than sex

What is title VII of the civil rights act?

federal law prohibiting discrimination in many settings including housing, education, and public accommodations (15+ employees or more in a business and prohibits any employments decision on basis of race, color, national origin, gender, and religion)

What is the age discrimination in employment act?

Prohibits employment discrimination on the basis of age. Applies to employers engaged in commerce who hire more than 20 workers for 20 or more calendar weeks

What is the americans with disabilities act?

Prohibits employment discrimination on the basis of disability. Applicant or employee must be able to perform all essential functions of the job

What is intellectual property?

Refers to the creations of the mind

What is a trademark?

a distinctive sign or "mark" used by a manufacturer or merchant to identify and distinguish its goods from those manufactured and sold by others

What is the Lanham Act?

governs trademarks and service marks; gives protection to the owner of a name or logo; keeps other from selling goods as the goods of the original source

Who was the first outlet to cover a sporting event and when?

The Boston Gazette in 1773

Who introduced the first sports section in the New York Herald and when?

Joseph Pulitzer in 1896

What happened in the 1980s?

There was a dramatic growth in sports communication due to cable television

What did the growth in sports communication industry require?

The creation of specialized staff positions

What are the categories of media? (4 things)

1. Print

2. TV

3. Radio

4. Internet

Meeting key media member needs what?

Pull vs. Push media

What is a beat reporter?

Assigned by local media to maintain daily contact with team, maintain blogs and Twitter accounts

Define a press release

Basic interpretive mechanism to let people know what an organization is doing

How are press releases written?

In the standard inverted pyramid style of writing

Define a press conference

It is when the Media iis nvited to specific location for important message

What is essential for a press conference? (5 things)

1. Accommodating needs of attending media is top priority

2. Provide proper lighting, sound, and electrical outlets

3. Provide a backdrop with a logo & raised platform with podium

4. Raised platform in the back for cameras

5. Multi-box device for multiple camera and radio reporters to plug into

What is a media guide?

packages of notes containing all the statistical information and biographical information about team(s)

What is the annual team media guide?

Created and distributed to the media before the season

Staff directories, biographies of all coaches, players, owners, front-office staff, records

usually digital print

Why is photography important?

hire capable photographer to cover events (games, press conferences, community relation events, etc) and digital photography the standard

What is the public's chosen method of media?

video news release

What is a video news release?

Pre-produced piece that includes written story summary or press release that is edited for broadcast for attractiveness on TV and online

What is a B-roll?

a tape of raw footage that is not a finished segment that accompanies a written news release

How could defamation occur?

if sport communication professional gives inaccurate information to the media (libel & slander)

What does stand for FERPA?

family educational rights and privacy act

What is FERPA all about?

Also known as the Buckley Amendment

Sets parameters for providing personal, academic, and medical information to the media

Requires student-athletes at universities receiving federal funding consent to release academic and medical information to non-university personnel such as college conferences and the media

What does HIPAA stand for?

health insurance portability and accountability act

What is HIPAA?

Sets limits on providing medical information to others

Define an interview

q and a session employed by media to gather information and present it to the audience

What is important to do before an interview?

prepare key messages the organization wants to convey to the media during the interview

Define a crisis

any non-routine event that could be disruptive to an organization (short-term incident that has real or perceived negative impact and can cause significant stress and irreparable damage)

What is a crisis plan

identifying crisis, identifying the probability of their occurrence, and creating a plan of action

What is the most common error during a crisis?

Overreaction

What should one do regarding internal communications?

provide daily/ weekly emails from the president or GM (topics include: new partnership agreements, new hires, ticket sales update, status report, and award recognition)

Define integrated marketing communications

symbiosis of advertising marketing, and public relations

What is advertising?

Information placed in the media through payment

More costly than PR but more controlled

Image ads - reinforce brand image/service

Call-to-action ads: encourage consumers to so something i.e., buy tickets

What is media planning?

select the correct medium and understanding each outlet to reach your target audience

What is target marketing?

successful campaigns return a positive response from 2% of target individuals

What are some current issues with sports communications?

Emerging technology

Outside agencies

Government relations (lobbying)