chapter 10 - sports marketing

promotional mix elements

establish successful promotions to consumers and trade.

advertising

one of the most visible and important marketing tools available to sports marketers

the advertising process

ad objective —> ad budget —> creative decisions —> media strategy —> ad evaluation

advertising objectives

are sometimes categorized as direct or in indirect

direct objectives

is to elicit a behaviour response from the target audience

indirect objectives

are based on establishing pre-behavioural responses to advertising; that is, accomplishing goals, such as increasing awareness, enhancing image, improvig attitudes, or educating consumers.

advertising budgeting

should ideally stem from the objectives the advertising is attempting to achieve

creative decisions

after the objectives and the budget have been established, the creative process becomes the focus of the advertising campaign

creative process

has been defined as generating the ideas and the concept of the advertising

creative brief

is a tool used to guide the creative process towards a solution that will serve the interests of the client and their customers

advertising appeals

recounts why the consumer want to purchase the sports product

health appeals

are becoming prevalent in advertising, as the value placed on health continues to increase in the United States

emotional appeal

such as fear, humour, s*x, pleasure, and the drama associated with athletic competition

fear appeal

are messages designed to communicate what negative consequences may occur if the sports product or service is not used or is used improperly

s*x appeal

rely on the old adage that “s*x sells. “Marketers who use s*x appeals in their message are selling products that are S*xually related, such as perfumes, jewelry, and clothing.

pleasure or fun appeal

are designed for those target audiences that participate in sports or watch sports for fun, social interaction, or enjoyment

advertising execution

should answer the appeal that the advertiser is trying to target

one-sided versus two-sided

A one-sided message conveys only the positive benefits of a sports product or service. Most sports organizations do not want to communicate the negative features of their product or services. But this can be an advantage for telling the dark side as it builds credibility and trust.

comparative advertisements

Another executional format, contrast one sports product with another.

slice-of-life advertisements

show a “common“ athlete or consumer in a common, everyday situation in which the consumer might be using the advertising sports or non-sports product

lifestyle advertisements

wherein the advertising is intended to portray the lifestyle of the desired target audiences

scientific advertising

advertising using this style feature the technological superiority of their sports product or use research or scientific studies to support their claims

testimonials

are statements about the sports product given by endorsers

credibility

refers to the expertise and the trustworthiness of the source of the message

expertise

is the knowledge skill, or special experience possessed by the source about the sports product

trustworthiness

this refers to the honesty and believability of the athlete’s endorser it becomes harder for professional athletes to establish

attractiveness

is usually associated with physical beauty

media strategy

addresses two basic questions about the channel of communication

stadium signage

or on-site advertising is back and is an extremely popular form of promotion and sponsorship packages

reach

refers to the number of two people exposed to an advertisement in a given medium

frequency

refers to tge number of times the individual or household is exposed to the media vehicle

media scheduling

alternatives are considered once the medium and specific publications are chosen

continuous schedule

recognizes that there are no breaks in the demand for sports product

flighting schedule

is another alternative, where advertising expenditures are varied in some months and zero is spent in other months

pulsing schedule

is a variant of the flighting schedule

personal selling

is a form of person-to-person communication in which a salesperson works with prospective buyers and attempts to influence their purchase needs in direction of their company’s products or services

relationship marketing

is the process of creating, maintaining, and enhancing strong, value-laden relationship with customers and other stakeholders

roles

are pattern of behaviour expected by people in a given position

economic buying role

is a position that governs final approval to buy and that can say yes to a sale when everyone else says no, and vice versus

user buying role

makes judgments about the potential impact of your products or services on their job performance

technical buying

screens out possible suppliers on basis of meeting a variety of technical specifications that have been determined in advance by the organization

coach’s role

is to act as a guide for the salesperson making the sale

buying influence

the coach is a va valuable source of information about the organization and can lead you to the mother

response modes

these modes include the growth mode, trouble mode, even kell mode, and overconfident mode

growth mode

is characterized by an organization who perceive a discrepancy between its current state amd their ideal state in terms of some goal

trouble mode

when an organization is falling short of expectation, it is in the trouble mode

even keel mode

presents a more difficult case for the salesperson. As the name implies, there is no discrepancy between the ideal and current results and therefore, the likelihood of a sale is low

overconfident mode

overconfidence is generally the toughest mode to overcome from the salesperson’s perspective in that the buyers believe things are too good to be true

win-results

concept in the strategic selling process as an objective result that gives one or more of the buying influences a personal win

sales funnel

is a model that is used to organize clients so salespeople might organize their efforts in the most efficient and effective manner

ideal customer

The profile is constructed to cut down on the unrealistic prospects that should not be in the sales funnel in the first place

sale promotions

are a variety of short-term, promotional activities that are designed to stimulate immediate product demand

premiums

are items given away with the sponsor’s product as part of the sales promotion

sweepstakes and contests

are another sales promotional tools used by sports marketers to generate awareness and interest among consumers

sampling

one of the most effective ways of inducing customers to try new products that are being introduced

P-O-P displays

have long been used by marketers to attract consumers’ attention to a particular product or retail display area

coupons

are certificates that generally offer reductions in price for sports products

stacking

means using both a manufacturer’s coupon and store coupon for purchase

public relations

is the element of the promotional mix that identifies, establishes, and maintains a mutually beneficial relationship between the sports organization and and various publics on which its success or failure depends

community involvement

another powerfull public relation tool used to enhance the sports organization’s image