Advertising through sport

Question 1

Who came up with the 1975 Decision making process?

Answer 1

Fishbein & Ajzen

Question 2

What are the four stages in the Fishbein & Ajzen decision making process? and related marketing concept terms to each stage?

Answer 2

1. Cognitive- Belief or perception
2. Affective- Attitude
3. Conative- Purchase intention
4. Action- Actual purchase

Question 3

What are some of the strategies that can be used to frame consumers at the cognitive stage of the decision making process?

Answer 3

Using promotional tools such as advertising and sponsorship

Question 4

What beliefs can be imposed at the cognitive stage of the DMP by promotional tools depending on brand objectives?

Answer 4

Image
Credibility
Familiarity
Awareness
Function
Fit
Reliability
Globalness
Information
Exposure
Quality
Uniqueness
Prestige...

Question 5

What are four key types of personal selling?

Answer 5

• Advertising
• Sales promotion
• Personal selling
• Publicity

Question 6

What is the definition of advertising?

Answer 6

“Any paid, non-personal (not directed to individuals), clearly sponsored message conveyed through the media”

Question 7

What is definition of advertising through sport?

Answer 7

Any types of advertising (e.g., TV ) that uses elements of sport such as athletes or images of events. Also refers to the presence of advertising at an event such as in-stadium signage at games” (Pyun, 2006)

Question 8

What is sales promotion?

Answer 8

“A wide variety of activities including displays, trade shows, sampling, coupons, premium items, exhibitions, and performances

Question 9

What is personal selling?

Answer 9

“Any face-to-face presentation in which the seller has an opportunity to persuade the consumer”

Question 10

What is publicity?

Answer 10

“Any form of exposure in the media not paid for by beneficiary or within the beneficiary’s control or influence”

Question 11

What is the difference between the perceptions of advertising vs sponsorship in general?

Answer 11

Attitude often more favourable towards sponsorship (seen as philanthropic) compared to advertising (seen as selfish)

Question 12

Explain the general consumer receptivity journey of sponsorship? According to Meenaghan

Answer 12

Sponsorship -> Halo effect of benefit/goodwill Lowered defence mechanism consumer willing to accept

Question 13

Explain the general consumer receptivity journey of advertising? According to Meenaghan

Answer 13

Advertising -> Halo effect of commercial intent/suspicion Heightened defence mechanism consumer willing to refuse

Question 14

What is the consumer attitude towards advertising in sport?

Answer 14

Consumers’ attitude toward advertising through sport has been found to be significantly higher (more positive) than traditional advertising mediums (Pyun et al. 2012)

Question 15

What is the consumer attitude towards advertising in sport vs sponsorship in sport?

Answer 15

No significant difference between advertising in sport vs sponsorship in sport (Pyun et al. 2012)

Question 16

What should advertising accomplish?

Answer 16

• Create brand awareness
• Communicating Information about Attributes and Benefits e.g. Lucozade
• Develop or change an image or personality
• Deliver key messages more effectively
• Associate a brand with feelings and emotions e.g. Nike

Question 17

Who developed the Three-Dimensional Construct of an Attitude?

Answer 17

Rosenberg & Hovland’s (1960)

Question 18

Explain the three dimensions in the construct of an attitude model

Answer 18

• Cognition- Thoughts which is associated with Beliefs, Perceptions
• Affect- Feelings, emotions, moods that people have in response to their encounter with an attitude object (e.g. Likeability)
• Behaviour- A person’s overt actions or intention to act toward an attitude object

Question 19

Who developed the Two-Dimensional Construct of Attitude?

Answer 19

Bagozzi and Burnkrant’s (1979)

Question 20

Explain the Two-Dimensional Construct of Attitude?

Answer 20

• Behavior is independent from belief and affect
• Cognitive and affective dimensions should be considered for a complete measurement of attitude which is then the predictor of behaviour

Question 21

Who came up with the Expectancy Value theory?

Answer 21

Fishbein (1960)

Question 22

Explain the Expectancy Value theory

Answer 22

• beliefs and attitude are distinct, and beliefs are indicants of attitudes
• hypothesized that an individual’s strongest belief has the greatest influence on his/her attitude
• e.g. Same attitude but different beliefs
or Different attitudes but same belief

Question 23

Who came up with the Unidimensional Construct of Attitude

Answer 23

Fishbein (1960)

Question 24

Explain the Unidimensional Construct of Attitude

Answer 24

• Beliefs and attitude separate but beliefs may influence attitudes and then attitudes to behaviour
• Attitude has impact on affect

Question 25

What is the advertising communication process stages?

Answer 25

1. Understanding of target consumer segment
2. Decide Proper Ad Medium
3. Design Effective Ad Contents
   (framing)
   • This then feeds in affecting the cognitive (belief) stage of consumer decision making

Question 26

Who came up with the Theoretical Framework of attitude toward advertising through sport?

Answer 26

Pyun and James, 2009

Question 27

Explain the theoretical Framework of attitude toward advertising through sport

Answer 27

• Consumer has positive & negative beliefs about general advertising
• These beliefs are then influenced by their ‘attitude to sport’ which acts as a moderator to general ad beliefs
• This creates their attitude to advertising through sport
• Which influences their attitude towards a given sport ad
• Which results in Behavioural intention

Question 28

Who came up with the Comprehensive Attitude Model?

Answer 28

MacKenzie and Lutz, 1989

Question 29

What are the different types of advertising signage?

Answer 29

• Traditional signage
• LED Signage
• Virtual signage

Question 30

What are the limitations of virtual signage?

Answer 30

misleading consumers, legal issues, ambush marketing opportunities, loss of stadium revenues

Question 31

What are the advantages of LED signage over traditional signage?

Answer 31

• Higher resolution, animation, and sound
• Portability – Can be updated by simple programming; no hard production costs
• Flexibility – Variety of sizes and shapes
• Real-time alterations
• Increase inventory
• Most importantly, revenue increase for venues to sell advertising based on time, not space

Question 32

What are celebrity endorsements?

Answer 32

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

Question 33

What is the main reasons for using a celebrity endorsement?

Answer 33

• Brand identity

-e.g. to increase trustworthiness and influence

Question 34

What is important when choosing the right celebrity endorsement?

Answer 34

• Ensure it is a good image match between the product and the athletes
• Position mapping of celebrity athletes is important

Question 35

What can be a negative effect of celeb endorsement?

Answer 35

Athlete transgression

Question 36

What are the three ways to lesson the risk of athlete transgression?

Answer 36

• To tie their compensation into product sales by offering stock options
• Use retired athletes
• Use dead athletes