Sports Marketing Exam 2

Sports product

Anything of value a buyer receives from a sports property.

Tangible product

A physical sports-related item, such as jerseys, merchandise, or stadium facilities.

Intangible product

A nonphysical benefit or service, such as entertainment, emotional engagement, or sponsorship.

Live events and experiences

Special sports events and activities, such as playoffs, All-Star Games, camps, and fan experiences.

Digital experiences

Sports experiences delivered through broadcasts, apps, online videos, or fantasy sports.

Personal identification / personalities

Connections fans develop with athletes, coaches, broadcasters, or executives.

Reach

The number of different people exposed to a message or brand.

Frequency

The number of times an audience is exposed to a message.

High-reach sports

Major sports such as the NFL, MLB, NBA, and NHL that attract large audiences.

Lower- and mid-tier sports

Sports that often focus on growing fan interest, loyalty, and engagement.

New market strategy

Growing a brand by attracting new customers or entering new geographic markets.

New product strategy

Growing a brand by introducing new sports, teams, leagues, or experiences.

Core product

The basic benefit consumers receive, such as entertainment, escape, or excitement.

Actual product

The identifiable features of the product, such as the teams, rules, competition, or sponsorship assets.

Augmented product

Extra features that increase value, such as parking, concessions, comfortable seating, or entertainment.

Adoption of innovations

The process by which consumers accept and begin using new products or changes.

Relative advantage

How much better an innovation is than what existed before.

Compatibility

How well an innovation fits consumers' existing habits and expectations.

Complexity

How difficult an innovation is to understand or use; simpler innovations are easier to adopt.

Trialability

How easily consumers can try an innovation before fully committing.

Experiential marketing

Creating interactive, multisensory experiences that add value and strengthen customer relationships.

Churn rate

The percentage of customers who stop purchasing or maintaining a relationship with a brand over a period.

Exclusivity

Offering limited or special access to make customers feel valued.

Experiential rewards

Benefits customers receive through participating in memorable brand experiences.

Intrinsic rewards

Psychological or emotional benefits, such as enjoyment, pride, belonging, or memorable interactions.

Extrinsic rewards

External or tangible benefits, such as free merchandise, prizes, or gifts.

Product trial

Giving consumers an opportunity to experience a product before making a larger commitment.

Sponsorship activation

Activities that bring a sponsorship to life through direct interaction with consumers.

Entertainment experience

Passive participation and absorption, such as watching a game or performance.

Educational experience

Active participation and absorption, such as attending a skills clinic.

Aesthetic experience

Passive participation with immersion, such as enjoying a stadium's atmosphere.

Escapist experience

Active participation with immersion, such as competing in a sports simulator.

Passive participation

Experiencing an activity without directly affecting what happens.

Active participation

Directly taking part in an experience and potentially influencing its outcome.

Absorption

Taking in an experience through attention or observation.

Immersion

Being deeply surrounded by or involved in an experience.

Sense experience

Engagement through sight, sound, taste, touch, or smell.

Think experience

An experience that creates curiosity, surprise, or mental stimulation.

Feel experience

An experience designed to create an emotional connection.

Act experience

An experience involving physical activity or behavior.

Relate experience

An experience connecting consumers with others or a desired social identity.

Tiered rewards

Different levels of benefits based on customer value, loyalty, or participation.

Integrated Marketing Communications (IMC)

Coordinating all marketing communication tools to deliver a unified message and maximize impact.

IMC synergy

When coordinated marketing efforts produce a greater combined impact than separate efforts.

Brand identity

How a brand defines and presents itself.

Brand image

How consumers perceive the brand.

Brand promise

The value or experience a brand commits to delivering.

Brand relationship

The ongoing connection between a brand and its customers.

Push strategy

Actively bringing a product to customers through selling, cold calls, or distribution incentives.

Pull strategy

Creating interest through advertising, PR, social media, or promotions so customers seek out the brand.

Communication objective

A goal focused on awareness, impressions, image, associations, or other audience perceptions.

Behavioral objective

A goal focused on consumer actions, such as ticket purchases, coupon redemption, or viewership.

Effective objectives

Goals that are specific, measurable, time-frame specific, and realistic.

Hierarchy of Effects Model

A progression from awareness and knowledge to liking, preference, conviction, and purchase.

Cognitive stage

The thinking stage, focused on awareness and knowledge.

Affective stage

The feeling stage, focused on liking, attitudes, and preference.

Behavioral stage

The doing stage, focused on actions and purchasing.

Awareness

Recognizing that a team, product, game, or event exists.

Brand associations

Ideas and characteristics consumers connect with a brand.

Attitude

A consumer's feelings or evaluation toward a brand.

Preference

Favoring one sports brand or experience over alternatives.

Trial

Trying a sports product or experience for the first time.

Purchase

The point when a consumer actually buys the product.

Loyalty

An ongoing commitment to a brand through repeat purchases and engagement.

Customer lifetime value (CLV)

The present value of future profits expected from a customer relationship.

Brand communication campaign

A coordinated set of marketing activities designed to achieve specific brand objectives.

Campaign planning — Step 1

Define the target market using audience characteristics and segmentation.

Campaign planning — Step 2

Set communication and behavioral objectives.

Campaign planning — Step 3

Establish a budget for the campaign.

Campaign planning — Step 4

Determine the IMC strategy and specific tactics.

Campaign planning — Step 5

Implement the campaign, assign responsibilities, and establish schedules.

Affordability budgeting

Spending what management believes the organization can afford.

Percentage-of-sales budgeting

Setting the marketing budget as a percentage of sales revenue.

Objective-and-task budgeting

Determining the activities needed to achieve objectives and budgeting for their costs.

ROI budgeting

Setting or evaluating spending based on expected financial returns.

Return on investment (ROI)

The financial return generated relative to the amount invested.

Continuous scheduling

Running advertising consistently throughout a campaign period.

Flighting

Running advertising during selected periods with gaps between them.

Pulsing

Maintaining a base advertising presence with heavier advertising during important periods.

Informational strategy

Persuading through product facts, features, attributes, and benefits.

Emotional strategy

Persuading through feelings such as excitement, happiness, and belonging.

Behavioral strategy

Encouraging consumers to take an action, often through incentives or urgency.

Call-to-action (CTA)

A direct instruction telling consumers what to do next.

Scarcity appeal

Encouraging immediate action by emphasizing limited availability or time.

Creative strategy

Decisions about the message, presentation, and execution of an advertisement.Exposure

Engagement

Encouraging consumers to interact with or build a relationship with a brand.

Marketer-controlled channels

Communication methods primarily managed by the organization, including advertising, promotions, PR, sales, and direct response.

Consumer-controlled channels

Communication where consumers have greater control over the message, sharing, or discussion.

Advertising

Paid mass-media communication used to promote a brand, product, or event.

Sales promotion

Short-term incentives such as coupons, samples, giveaways, and prizes.

Public relations (PR)

Managing publicity, media relationships, reputation, and community connections.

Personal selling

Direct interaction between salespeople and customers to persuade and close sales.

Direct response marketing

Marketing designed to generate a direct, measurable consumer response.

Television advertising

Visual and audio advertising that can reach broad or geographically targeted audiences.

Radio advertising

Relatively inexpensive audio advertising that can target specific local or demographic audiences.

Newspaper advertising

Advertising useful for local audiences but limited by declining traditional readership.

Outdoor advertising

Advertising on billboards, buses, benches, and other public locations.

Magazine advertising

Advertising targeting specific readerships with high-quality visuals and longer lead times.

Geotargeting

Delivering digital advertising based on a consumer's geographic location.

Behavioral targeting

Delivering ads based on consumers' online behavior or interests.