Advertising through sport Flashcards
To recognise the complexity of promotion with respect to the various forms it can assume as part of the marketing mix How advertising is different from sponsorship Motivation behind advertising How to measure attitude toward advertising through sport Various advertising mediums in sport
Who came up with the 1975 Decision making process?
Fishbein & Ajzen
What are the four stages in the Fishbein & Ajzen decision making process? and related marketing concept terms to each stage?
- Cognitive- Belief or perception
- Affective- Attitude
- Conative- Purchase intention
- Action- Actual purchase
What are some of the strategies that can be used to frame consumers at the cognitive stage of the decision making process?
Using promotional tools such as advertising and sponsorship
What beliefs can be imposed at the cognitive stage of the DMP by promotional tools depending on brand objectives?
Image Credibility Familiarity Awareness Function Fit Reliability Globalness Information Exposure Quality Uniqueness Prestige...
What are four key types of personal selling?
- Advertising
- Sales promotion
- Personal selling
- Publicity
What is the definition of advertising?
“Any paid, non-personal (not directed to individuals), clearly sponsored message conveyed through the media”
What is definition of advertising through sport?
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)
What is sales promotion?
“A wide variety of activities including displays, trade shows, sampling, coupons, premium items, exhibitions, and performances
What is personal selling?
“Any face-to-face presentation in which the seller has an opportunity to persuade the consumer”
What is publicity?
“Any form of exposure in the media not paid for by beneficiary or within the beneficiary’s control or influence”
What is the difference between the perceptions of advertising vs sponsorship in general?
Attitude often more favourable towards sponsorship (seen as philanthropic) compared to advertising (seen as selfish)
Explain the general consumer receptivity journey of sponsorship? According to Meenaghan
Sponsorship -> Halo effect of benefit/goodwill Lowered defence mechanism consumer willing to accept
Explain the general consumer receptivity journey of advertising? According to Meenaghan
Advertising -> Halo effect of commercial intent/suspicion Heightened defence mechanism consumer willing to refuse
What is the consumer attitude towards advertising in sport?
Consumers’ attitude toward advertising through sport has been found to be significantly higher (more positive) than traditional advertising mediums (Pyun et al. 2012)
What is the consumer attitude towards advertising in sport vs sponsorship in sport?
No significant difference between advertising in sport vs sponsorship in sport (Pyun et al. 2012)
What should advertising accomplish?
- 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
Who developed the Three-Dimensional Construct of an Attitude?
Rosenberg & Hovland’s (1960)
Explain the three dimensions in the construct of an attitude model
- 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
Who developed the Two-Dimensional Construct of Attitude?
Bagozzi and Burnkrant’s (1979)
Explain the Two-Dimensional Construct of Attitude?
- 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
Who came up with the Expectancy Value theory?
Fishbein (1960)
Explain the Expectancy Value theory
• 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
Who came up with the Unidimensional Construct of Attitude
Fishbein (1960)
Explain the Unidimensional Construct of Attitude
- Beliefs and attitude separate but beliefs may influence attitudes and then attitudes to behaviour
- Attitude has impact on affect
What is the advertising communication process stages?
- Understanding of target consumer segment
- Decide Proper Ad Medium
- Design Effective Ad Contents
(framing)
• This then feeds in affecting the cognitive (belief) stage of consumer decision making
Who came up with the Theoretical Framework of attitude toward advertising through sport?
Pyun and James, 2009
Explain the theoretical Framework of attitude toward advertising through sport
- 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
Who came up with the Comprehensive Attitude Model?
MacKenzie and Lutz, 1989
What are the different types of advertising signage?
- Traditional signage
- LED Signage
- Virtual signage
What are the limitations of virtual signage?
misleading consumers, legal issues, ambush marketing opportunities, loss of stadium revenues
What are the advantages of LED signage over traditional signage?
- 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
What are celebrity endorsements?
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
What is the main reasons for using a celebrity endorsement?
• Brand identity
-e.g. to increase trustworthiness and influence
What is important when choosing the right celebrity endorsement?
- Ensure it is a good image match between the product and the athletes
- Position mapping of celebrity athletes is important
What can be a negative effect of celeb endorsement?
Athlete transgression
What are the three ways to lesson the risk of athlete transgression?
- To tie their compensation into product sales by offering stock options
- Use retired athletes
- Use dead athletes
