Term
|
Definition
1. inform
2. persuade
3. remind target audiences |
|
|
Term
| 4 steps in promotional planning process |
|
Definition
1. target market considerations
2. setting the promotional objectives
3. determining the promotional budget
developing the promotional mix |
|
|
Term
|
Definition
the channel intermediaries push the sports product through the channel of distribution to the final consumer
ignore the consumer
get as much product as possible into the warehouse |
|
|
Term
|
Definition
controlled by the ultimate consumer
stimulate demand for sports prodcut
retailers feel forced to stock shelves with the sports product |
|
|
Term
|
Definition
Demand
- to affect behavior, message is persuasive
Educational
- to affect knowledge, message is informative
Image
- to affect perception message is informative |
|
|
Term
|
Definition
advertising
personal selling
sales promo
public relations
sponsorships |
|
|
Term
| Promotion should include the follwing steps |
|
Definition
increase awareness
attract interest
arouse desire
initiate action |
|
|
Term
|
Definition
| a form of one way mass communication about a product, service, or idea. Usually paid for by an identified sponsor |
|
|
Term
| Advertising should do the following |
|
Definition
create awareness
communicate info about benefits and attributes
develop change or enhance an image
associate brand or product with emotions
precipitate behavior |
|
|
Term
|
Definition
| a series of related advertisements that communicate a common message to the target audience |
|
|
Term
| Advertising direct objectives |
|
Definition
| to elicit behavioral responses from the audience |
|
|
Term
| Advertising Indirect objectives |
|
Definition
| increasing awareness, enhancing image, improving attitudes, or educating consumers |
|
|
Term
|
Definition
| a tool used to guide the creative process toward a solution that will serve the interest of the client and their customers |
|
|
Term
| 3 outcomes of creative process |
|
Definition
1. identifying the benefits of the product
2. desgining the advertising appeal (what to say, recounts why the consumer should buy your product)
3. Developing the advertising execution |
|
|
Term
| One sided vs. 2 sided advert. execution formats |
|
Definition
| one sided only displays positive, two sides does both |
|
|
Term
|
Definition
| common athletes or consumer in everyday situation |
|
|
Term
| Scientific execution format |
|
Definition
| using research or scientific studies to support their claims |
|
|
Term
| Testimonials execution format |
|
Definition
|
|
Term
|
Definition
| the number of people exposed to an advertisement in a given medium |
|
|
Term
|
Definition
| how many times a consumers is exposed to the media vehicle |
|
|
Term
|
Definition
Continuous- steady
Fighting- expenditures are vareid in some months and 0 in another
pulsing- expenditures may vary greatly, but something is always taking place |
|
|
Term
|
Definition
| commercials shown on local tv stations. time purchased directly from individual stations |
|
|
Term
|
Definition
| shows that sold or distributed on a station by station, market by market basis |
|
|
Term
|
Definition
newspapers primary source of product info
high involvement
numerous classifications |
|
|
Term
|
Definition
determined by allocating all the money the organization can afford
establish after other costs are considered
promo budget is not major focus |
|
|
Term
|
Definition
| budgeting method based on what the competitors are spending |
|
|
Term
|
Definition
| budgeting method based on determining some standard percentage of promo spending and applying this proportion to past or forecasted sales |
|
|
Term
|
Definition
| the total assortment of product lines that an organization sells |
|
|
Term
|
Definition
a catach all for communication that does not fit into advertising, personal selling, or publicity
designed to effect conumser attitude or behavior
offers extra value or incentive |
|
|
Term
| Consumer oriented sale promo |
|
Definition
| promotions directed at the consumers |
|
|
Term
| trade oriented sales prmo |
|
Definition
designed to motivate distrbutos and retailers to sell a product
2/3 of all dollars spend on this |
|
|
Term
|
Definition
| an offer of an item of merchandise service either free or at lower price |
|
|
Term
| 3 criteria for effective sampling |
|
Definition
1. pruducts have low unit value
2. products can be broken into smaller sample sizes
3. purchase cycle is short in result of immediate purchase |
|
|
Term
|
Definition
point of purchase displays
attracting a consumers attention to a particular product (banners, brochures) |
|
|
Term
|
Definition
| to get retialers to carry products (push) and consumers to purchase (pull) |
|
|
Term
| strategic selling process |
|
Definition
1. buying influence
2. red flags
3. response modes
4. win results
5. the sales funnel
6. ideal customers |
|
|
Term
|
Definition
| what is an individuals buying role |
|
|
Term
|
Definition
| things that could threaten a sale (star player not under contract) |
|
|
Term
|
Definition
| the buyers reaction to the given sales situation (growth, trouble, even keel, overconfident |
|
|
Term
|
Definition
| developing long term relationships and repeat business |
|
|
Term
|
Definition
| organizing clients to be the most effective and efficient |
|
|
Term
|
Definition
| every sale is not a good sale, elimate unreal prospects |
|
|
Term
|
Definition
the quantitative measure of the worht of a product
satisfaction= benefit-cost |
|
|
Term
|
Definition
quality
convenience
aesthetics
cleanliness or comfort
availability
durability |
|
|
Term
|
Definition
|
|
Term
|
Definition
| cost + desired profit= price |
|
|
Term
|
Definition
offering a price per head
providing a group discount that in turn creates a bulk revenue stream |
|
|
Term
| Diffenential pricing strategy |
|
Definition
| selling the same product or service to different buyers at different prices |
|
|
Term
| New sports product pricing |
|
Definition
setting aproximate price levels for products being introduced in the marketplace for the first time
pentration pricing- low initial price
price skimming- higher price than comp |
|
|
Term
| psychological pricing strategies |
|
Definition
pricing based on the consumers emotion and image rather than ecnomics alone
prestige pricing- artifically high price to set image
odd even pricing- 9.95 vs 10.00 |
|
|
Term
|
Definition
pricing guided by the exploration of profitability of an entire product line
bundle pricing- grouping of individual sport products into a single package (tennis balls) |
|
|
Term
|
Definition
| examining all the costs associated with producing the sporting good before determining the price |
|
|
Term
|
Definition
| the avg. amount of time between ticket purchase and the date of the event typically decreases as the price for the event decreases |
|
|
Term
|
Definition
called the marketing channel
methods used to deliver from producer to consumer |
|
|
Term
|
Definition
| getting the product to the consumer when the consumer wants it |
|
|
Term
| Complex distribution system |
|
Definition
| one or more intermediaries involved |
|
|
Term
|
Definition
the amount of distribution selected for a particular product
intensive- offered in as many places as possible
selective- limited amount
exclusive- one or small # of outlets |
|
|
Term
|
Definition
largest segment of industry
direct distribution |
|
|
Term
|
Definition
the cleaning repairing and maintenance
direct |
|
|
Term
|
Definition
distribution depends on consumer
end consumers- complex
corporate- direct |
|
|
Term
|
Definition
magazines, eb based business, trade mags
either direct on complex |
|
|
Term
| Factors to influence place distribution |
|
Definition
appearence of facility
amentites offered
personnel
consumer opinion |
|
|
Term
|
Definition
| the element of the promo mix that identifies, establishes, and maintains mutually beneficial relationships between the sports organizations and the various public on which its success or failure depends |
|
|
Term
|
Definition
| news releases, press conferences, participating in community events, producing written materials, publicity |
|
|
Term
|
Definition
the generation of news in broadcast or print media about a sports prodcut
outside the control of the org |
|
|
Term
The sponsorship exchange relationship
Commercial organization |
|
Definition
| seeks: increased awareness, image enhancement, demonstration platform, hospitality opportunities, product trial or sales opportunities |
|
|
Term
The sponsorship exchange realtionship
Sport Organization |
|
Definition
| seeks financial investment, media exposure, in-kind services |
|
|
Term
| Why a sponsor would get involved |
|
Definition
1. sales objectives
2. media benefits
3. entitlement or naming rights
4. public awareness
5. identify with a particular market segment
6. Gain a competitive edge |
|
|
Term
| Keys to reaching success for sponsorship |
|
Definition
1. sport organizations provide the communication to the consumer
2. sport organizations can provide access to ready made consumer segments
3. opportunity to attach an image to a product |
|
|
Term
|
Definition
1. inform
2. persuade
3. remind target audiences |
|
|
Term
| 4 steps in promotional planning process |
|
Definition
1. target market considerations
2. setting the promotional objectives
3. determining the promotional budget
developing the promotional mix |
|
|
Term
|
Definition
the channel intermediaries push the sports product through the channel of distribution to the final consumer
ignore the consumer
get as much product as possible into the warehouse |
|
|
Term
|
Definition
controlled by the ultimate consumer
stimulate demand for sports prodcut
retailers feel forced to stock shelves with the sports product |
|
|
Term
|
Definition
Demand
- to affect behavior, message is persuasive
Educational
- to affect knowledge, message is informative
Image
- to affect perception message is informative |
|
|
Term
|
Definition
advertising
personal selling
sales promo
public relations
sponsorships |
|
|
Term
| Promotion should include the follwing steps |
|
Definition
increase awareness
attract interest
arouse desire
initiate action |
|
|
Term
|
Definition
| a form of one way mass communication about a product, service, or idea. Usually paid for by an identified sponsor |
|
|
Term
| Advertising should do the following |
|
Definition
create awareness
communicate info about benefits and attributes
develop change or enhance an image
associate brand or product with emotions
precipitate behavior |
|
|
Term
|
Definition
| a series of related advertisements that communicate a common message to the target audience |
|
|
Term
| Advertising direct objectives |
|
Definition
| to elicit behavioral responses from the audience |
|
|
Term
| Advertising Indirect objectives |
|
Definition
| increasing awareness, enhancing image, improving attitudes, or educating consumers |
|
|
Term
|
Definition
| a tool used to guide the creative process toward a solution that will serve the interest of the client and their customers |
|
|
Term
| 3 outcomes of creative process |
|
Definition
1. identifying the benefits of the product
2. desgining the advertising appeal (what to say, recounts why the consumer should buy your product)
3. Developing the advertising execution |
|
|
Term
| One sided vs. 2 sided advert. execution formats |
|
Definition
| one sided only displays positive, two sides does both |
|
|
Term
|
Definition
| common athletes or consumer in everyday situation |
|
|
Term
| Scientific execution format |
|
Definition
| using research or scientific studies to support their claims |
|
|
Term
| Testimonials execution format |
|
Definition
|
|
Term
|
Definition
| the number of people exposed to an advertisement in a given medium |
|
|
Term
|
Definition
| how many times a consumers is exposed to the media vehicle |
|
|
Term
|
Definition
Continuous- steady
Fighting- expenditures are vareid in some months and 0 in another
pulsing- expenditures may vary greatly, but something is always taking place |
|
|
Term
|
Definition
| commercials shown on local tv stations. time purchased directly from individual stations |
|
|
Term
|
Definition
| shows that sold or distributed on a station by station, market by market basis |
|
|
Term
|
Definition
newspapers primary source of product info
high involvement
numerous classifications |
|
|
Term
|
Definition
determined by allocating all the money the organization can afford
establish after other costs are considered
promo budget is not major focus |
|
|
Term
|
Definition
| budgeting method based on what the competitors are spending |
|
|
Term
|
Definition
| budgeting method based on determining some standard percentage of promo spending and applying this proportion to past or forecasted sales |
|
|
Term
|
Definition
| the total assortment of product lines that an organization sells |
|
|
Term
|
Definition
a catach all for communication that does not fit into advertising, personal selling, or publicity
designed to effect conumser attitude or behavior
offers extra value or incentive |
|
|
Term
| Consumer oriented sale promo |
|
Definition
| promotions directed at the consumers |
|
|
Term
| trade oriented sales prmo |
|
Definition
designed to motivate distrbutos and retailers to sell a product
2/3 of all dollars spend on this |
|
|
Term
|
Definition
| an offer of an item of merchandise service either free or at lower price |
|
|
Term
| 3 criteria for effective sampling |
|
Definition
1. pruducts have low unit value
2. products can be broken into smaller sample sizes
3. purchase cycle is short in result of immediate purchase |
|
|
Term
|
Definition
point of purchase displays
attracting a consumers attention to a particular product (banners, brochures) |
|
|
Term
|
Definition
| to get retialers to carry products (push) and consumers to purchase (pull) |
|
|
Term
| strategic selling process |
|
Definition
1. buying influence
2. red flags
3. response modes
4. win results
5. the sales funnel
6. ideal customers |
|
|
Term
|
Definition
| what is an individuals buying role |
|
|
Term
|
Definition
| things that could threaten a sale (star player not under contract) |
|
|
Term
|
Definition
| the buyers reaction to the given sales situation (growth, trouble, even keel, overconfident |
|
|
Term
|
Definition
| developing long term relationships and repeat business |
|
|
Term
|
Definition
| organizing clients to be the most effective and efficient |
|
|
Term
|
Definition
| every sale is not a good sale, elimate unreal prospects |
|
|
Term
|
Definition
the quantitative measure of the worht of a product
satisfaction= benefit-cost |
|
|
Term
|
Definition
quality
convenience
aesthetics
cleanliness or comfort
availability
durability |
|
|
Term
|
Definition
|
|
Term
|
Definition
| cost + desired profit= price |
|
|
Term
|
Definition
offering a price per head
providing a group discount that in turn creates a bulk revenue stream |
|
|
Term
| Diffenential pricing strategy |
|
Definition
| selling the same product or service to different buyers at different prices |
|
|
Term
| New sports product pricing |
|
Definition
setting aproximate price levels for products being introduced in the marketplace for the first time
pentration pricing- low initial price
price skimming- higher price than comp |
|
|
Term
| psychological pricing strategies |
|
Definition
pricing based on the consumers emotion and image rather than ecnomics alone
prestige pricing- artifically high price to set image
odd even pricing- 9.95 vs 10.00 |
|
|
Term
|
Definition
pricing guided by the exploration of profitability of an entire product line
bundle pricing- grouping of individual sport products into a single package (tennis balls) |
|
|
Term
|
Definition
| examining all the costs associated with producing the sporting good before determining the price |
|
|
Term
|
Definition
| the avg. amount of time between ticket purchase and the date of the event typically decreases as the price for the event decreases |
|
|
Term
|
Definition
called the marketing channel
methods used to deliver from producer to consumer |
|
|
Term
|
Definition
| getting the product to the consumer when the consumer wants it |
|
|
Term
| Complex distribution system |
|
Definition
| one or more intermediaries involved |
|
|
Term
|
Definition
the amount of distribution selected for a particular product
intensive- offered in as many places as possible
selective- limited amount
exclusive- one or small # of outlets |
|
|
Term
|
Definition
largest segment of industry
direct distribution |
|
|
Term
|
Definition
the cleaning repairing and maintenance
direct |
|
|
Term
|
Definition
distribution depends on consumer
end consumers- complex
corporate- direct |
|
|
Term
|
Definition
magazines, eb based business, trade mags
either direct on complex |
|
|
Term
| Factors to influence place distribution |
|
Definition
appearence of facility
amentites offered
personnel
consumer opinion |
|
|
Term
|
Definition
| the element of the promo mix that identifies, establishes, and maintains mutually beneficial relationships between the sports organizations and the various public on which its success or failure depends |
|
|
Term
|
Definition
| news releases, press conferences, participating in community events, producing written materials, publicity |
|
|
Term
|
Definition
the generation of news in broadcast or print media about a sports prodcut
outside the control of the org |
|
|
Term
| Keys to a successful sponsorship proposal |
|
Definition
1. sponsor benefits
2. contract length and renewal options
3. profile and background of sponsoree
4. opportunities available
5. fee structure
6. purpose of the event
7. how your info will reach the consumer |
|
|
Term
|
Definition
1. Image and positioning
2. Integration of sponsorship with promotion strategy to further their objectives.
3. establish an emotional connection with target market
- more intimate involvement than traditional advertising
- reinforce interest and respect |
|
|
Term
| Sponsor ship is not just the means to communicate it is _____ |
|
Definition
|
|
Term
|
Definition
athletes and coaches
teams
leagues
media
events
facilities |
|
|
Term
| Benefits of the sport sponsorship for sport organizations |
|
Definition
financial
gifts in kind
media benefits |
|
|
Term
| Benefits of sport sponsorships for business and corporation |
|
Definition
awareness and exposure
association/image enhancement
demonstration platform
hospitality opportunities
product trial/sales opportunities |
|
|
Term
| Examples of gifts in kind |
|
Definition
1. product and equipment
- beverages and food
- computers and telecommunications
2. Personnel
3. Marketing
4. Prizes
5. Website exposure |
|
|
Term
| Increased awareness and exposure |
|
Definition
benefit sought from sponsorships by business
- creates awareness for a new product
- increase awareness of existing products
- by pass legal constraints |
|
|
Term
| Image enhancement - association |
|
Definition
Benefits sought by business from sponsorship
- creates a an image for a new product
- reinfroce the image of an existing product
- change public perceptions
- counter negative publicity
- employee benefits |
|
|
Term
|
Definition
sponsoring companies image is linked with the sport organization or event
- transfer of images
- the brand is the event
- creates an image rather than change an image
2. creates credibility
3. reinforces product image and consumers feelings |
|
|
Term
|
Definition
1. gives company's an opportunity to show off to potential customers
2. bigger events are key center for demos of new products
3. "the brand must be excellent otherwise it would not be allowed to sponsor" |
|
|
Term
| Risks associated with sponsorship |
|
Definition
1. Poor presentation of an event
2. Poor performance at an event
3. disreputable behavior at an event
4. Community backlash from over commercialization
5. liability |
|
|
Term
|
Definition
| Specific, Measurable, achievable (realistic), results oriented, time bound |
|
|
Term
|
Definition
There should be a good fit between the two parties in sponsorship partnership
1. congruency of image
2. congruency of target markets |
|
|
Term
| Other potential platform elements |
|
Definition
signage
competitions
awards
rewards
internet
retail promotions
personalized service
licensing |
|
|
Term
| Types of Packaging sponsorships |
|
Definition
title sponsorship
Presenting Sponsorship
Official Sponsorship
Official Supplier Status |
|
|
Term
|
Definition
-sponsors name is integrated into the event title or team name.
-Highest risk, including additional costs
- usually has right to veto unsuitable co sponsors |
|
|
Term
|
Definition
25-50% of title sponsor fee.
- Exclusive rights to associate w/ an event within a product category
- high temptation to narrowly define categories
- could cause clutter |
|
|
Term
|
Definition
10% of title sponsor fee.
- can only invest in product categories not reserved by presenting sponsors |
|
|
Term
|
Definition
| Goods or services to the sport organization staging it or to the participants or spectators who are part of it. |
|
|
Term
|
Definition
- Multiple variations of the four sponsorship categories
- based on hierarchical structure of benefits
- different levels of sponsorship allow different size companies the opportunity to invest |
|
|
Term
| Factors that influence package pricing |
|
Definition
- staff salaries
- production costs
- opportunity costs
- market value
- comparisons made with similar events
- geographic reach of the event |
|
|
Term
|
Definition
- first paragraphs are the most important
- brief outline of key benefits/features
- address the sponsors needs not the organization |
|
|
