Sports Promotion

Activation Defined

- The marketing activities that a company conducts to promote its sponsorship. -Activation is commonly referred to as leveraging or bringing a brand to life by creating a variety of means to interact with a target market. - Money spent on activation is over and above the rights fees paid to the sponsored property.

Reasons for Growth in Sport Partnership

- change in tobacco and alcohol manufacturers - (-)effectiveness of advertising in print and tv -Lower cost and increased exposure compared with traditional advertising -commmercial success Olympic games -increase #tv channels for sports -tech developments (watch on phones, laptops) -emergence of new sport offerings -popularity of sport themes video games -globalization

types of media relations

-reactive -proactive -interactive

eight step process of sponsorship sales

1. research category and prospect within that 2. . create a marketing partnership proposal. 2.present proposal in draft form to allow negotiation 3.negotiate final deal 4.introduce client to activation team

3. Which of the following is a long-term community relations objective?

A. Humanize Athletes

Goals of promotion? Promotion should include the following

A.I.D.A.: increase awareness, attract interest, arrouse desire, initiate action

The Chicago Cubs made a promotion for their upcoming season and paid for it to be placed in The Chicago Times. Which type of promotion is this?

Advertising

What are the elements of promotion and communication mix

Advertising Personal selling Publicity Positioning Sales promotion

Which of the following describes promotion?

All of the above

What are several issues that are emerging at the intersection of sport marketing and the law?

Athletes' shoe brand

2. The 2 relations that makeup Public Relations:

C. Media Relations + Community Relations

3. What type of advertising media grant sports marketer a high degree of control over content and are relatively inexpensive

C. Print Media

. What does channel and receiver mean in the Model of Advertising Communication System go/work?

Channel is the type of media or signage displaying message, and receiver is the target market for the message

If Ole Miss is playing Vanderbilt at home in Vaught-Hemingway Stadium, what would be defined as the game, spectacle and festival?

Game = the actual competition between Ole Miss and Vanderbilt; Spectacle = vendors and elements within the stadium or immediately surrounding the stadium; Festival = the Grove atmosphere and the activities within that area of land.

2. Promotion should follow certain steps, which list below are the steps it should follow?

Increase awareness, attract interest, arouse desire, and initiate action

Which of the following is a common sponsorship objective as discussed in class?

Increase public awareness of the company, product, or both

Which of the following is NOT a right derived from the sponsor relationship?

Naming rights

Public relations is designed to alter or reinforce all of the following EXCEPT_____.

Number of sponsorships

ince the relationship is based primarily off of the NFL giving more exposure to Pop Warner Football rather than the NFL making money or having return on investments, which best defines it?

Partnership

Which media can be easily ignored by the target audience in this industry?

Print Media

_______ is initiated by the organization rather than some external entity.

Proactive media relations

3. The goal of what function is to earn public understanding and acceptance?

Public relations

What is the formula for public relations?

Public relations= media relations + community relations

Which of the following is defined as the target market for the message in Batra, Myers, and Aaker model of advertising communication system?

Receiver

What are the rights derived from the sponsor relationship:

Retail opportunities Purchase of media time Entitlement Contests or sweepstakes Endorsements Logo placement on uniforms or apparel Hospitality Website access

Which type of advertising media for sports is one of the more visible and common elements of advertising media in sport?

Signage

What is the first step of the perception process in the Batra, Myers, and Aaker model?

Source

Which of the following industries in North America contributed the most to the overall Sponsorship Spending in 2012?

Sports

Which of the following is not a type of media relation?

Subjective

2. Three Distinct Forms of Community Relations are all of the following EXCEPT____.

Those initiated by fans

A patent lasts ___ years. After the patent runs out, anyone can use the technology or make the product.

a. 20

3. Marketers must consider the elements of _______.

a. Athletes

2. The ultimate goal for the sport PR professional is to ________

a. Balance media opportunities available while avoiding pitfalls

To achieve corporate public relations objectives related to enhancing public understanding and gaining public approval and acceptance, ideally leading to public support is the aim of what aspect of public relations?

a. Community relations

_______ is commonly referred to as leveraging or bringing a brand to life by creating a variety of means to interact with target market

activation

____ marketing occurs when a company capitalizes on the goodwill of an event by using tactics to imply an official association with that sport event.

b. Ambush

1. What is not a type of trademark?

c. General

1. Which sporting event is credited for increasing the growth of sports partnerships?

d. 1984 Los Angeles Olympic Games

1. _____ occurs when someone makes unauthorized use of a copyrighted work.

d. Copyright Infringement

3. What does the Digital Millennium Copyright law protect?

d. Digital creations on the internet

A well-known celebrity athlete uses his or her fame to help a company sell or enhance the image of the company, products, or

endorsements

Which of the following would NOT be examples of nonconsumers

foreign consumers

3. Formula for public relations?

media relations + community relations

What is an activity designated to stimulate interest in, awareness of, and purchase of a product or a method to convey information about the place, price, and product

promotion

What is reactive media relations?

responds to inquiries.

Sponsorship

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