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KRLS 105 > KRLS 105 Final > Flashcards

KRLS 105 Final Flashcards

chapter 18-24

1
Q

What is the Promotion Mix

A

Personal selling
advertising
publicity
Incentives (sales promotions)

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2
Q

What is the basis of Howard & Crompton’s Sponsorship Platform

A

The central theme where the sponsor can develop a consistent promotional message

Sponsorship doesn’t always offer a direct message as to why a brand should be purchased (mcdonalds at the olympics)

Amplify, and invest in fewer sponsorships

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3
Q

Two basic costs of sponsorships

A

Direct sponsorship investment
Indirect activation of the sponsorship
(3:1 ratio)

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4
Q

How is the media involved in sponsorship

A

Media involvement is prominent in negotiations
Media coverage is key to brands seeking increased awareness or image enhancement

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5
Q

Three ways to pursue media coverage

A

Negotiate trade-outs with TV, radio, or newspaper
Media pays to sponsor event in exchange for rights to sell other sponsorships
Secure editorial coverage (sell ad time on NFL, ad time in exchange for title credits and mention in promotion)

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6
Q

How can we view sponsorships (6)

A

Signage
Awards
Internet
Retail promotions
Personalized service
Licensing

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7
Q

How do we get sponsorships

A

establish linkages
long term relationships may leave legacies
3 year relationship minimum recommended

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8
Q

Why would sponsors not renew a contract

A

Sponsor management or market conditions may change
Reduction in the impact of sponsorship

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9
Q

Why are there alcohol sponsorships

A

Sports fans drink BEER
Both men and women consume alcohol during sports and peak at ages 18-29
Seen as a lesser evil than tobacco

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10
Q

What is the Title Sponsor

A

Name integrated into event
has input in event organization
can result in increased costs

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11
Q

What is the Presenting Sponsor

A

Usually pay 1/2 to 1/4 of what the Title sponsor pays
Given rights to associate in a specific product category
Will try to narrow categories to increase number of sponsorships possible
(Fishing competition presented by Diet Mtn Dew)

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12
Q

What is the Official Sponsor

A

Pay 10% of the title fee
Are part of the product categories that are not reserved by presenting sponsors ( Bass pro shop the official sponsor while Mtn Dew is the presenting sponsor)

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13
Q

What is the Official Supplier

A

Do not have an obvious link to the event
Offer goods or services to organization staging the event
Coleman fixing peoples ovens at the NASCAR race

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14
Q

How should Sponsorships be priced

A

Use benefit packages no adding or removing perks from each package
Always present the most expensive option first
Most of the fee should be paid upfront because the sponsor will reap benefits before the event happens

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15
Q

What are the issues in a sponsorship agreement

A

Offical status (sponsorship categories)
Sponsorship fee (how much, refundable)
Title rights (how does the sponsors name appear)
TV Exposure (Right of first refusal for advertising, NFL sponsored by coke, but Dallas team sponsored by Pepsi)

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16
Q

What are the quantifiable sponsorship impacts

A

Duration of television coverage
Duration of radio mentions
Press coverage column (in inches)
Calculate and assigns a dollar value based on the rate paid

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17
Q

What are the qualitative sponsorship impacts

A

attractiveness of the media coverage
quality of media coverage
amount of clutter
Not many companies actually pay full price for an ad
Assumes that time of exposure adds up to equivalent commerical spot

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18
Q

Impact of Sponsorship on Awareness

A

nobody actually remembers who sponsors an event
Market leaders are often given the credit (thinking NIKE sponsored an event when it was actually UA)

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19
Q

How is a Geographic area established

A

Province, region, city
Usually reflects the funding source
Displaced spending- spending that would occur in that area anyway (\

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20
Q

How do we analyse economic impacts

A

Estimate the attendance to an event
Survey attendees to find spending associated with the event

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21
Q

What is the Multiplier

A

The degree to which spending induces an additional round of spending
(fries equals thirsty, so you buy a drink)
(buying beers with the bros equals you buy more beers with the bros and a taxi home)

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22
Q

What is the Income Approach

A

Total payments to workers and suppliers in an industry
(apply the multiplier)
Errors at any point in calculation can significantly bias result

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23
Q

What is the substitution effect

A

If attendees spend more money on an event instead of something else local in the economy
-reallocation of expenditures, does not net increase economic activity

A leisure event may lower local economic impact if there is reallocation of expenditures from other activities that have a higher multiplier

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24
Q

What is time switching

A

No new economic activity- just changing to when event occurs

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25
Q

Who are casual visitors

A

Someone in an area for unrelated purposes, but attended event while in town

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26
Q

What are similarities between Time switchers and Casual visitors

A

can only have $$ over and above what they would have otherwise spent to be counted (more than you planned to spend)

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27
Q

Who are incremental Vistors

A

Come to the region for the purposes of the event

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28
Q

What is indirect spending

A

recirculation of $$ in economy after direct spending on the event

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29
Q

What is induced spending

A

How direct and indirect impacts affect earnings and employment (bonuses etc.)

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30
Q

How does the multiplier work

A

Helps estimate indirect and induced spending

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31
Q

How is direct spending recirculated (5)

A
  1. Other private businesses in the same economy
  2. Employees in the same economy
  3. Local government
  4. Non-Local governments
  5. Employees, businesses, outside of the local economy (leakage)
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32
Q

What is leakage

A

Spending that does not remain in the local economy

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33
Q

What are the issues with overestimation

A

Crowding out (discourages economic activity in the area, new event spending simply supplanting spending that would have otherwise occurred)
Reverse time switchers (people who leave because of the event)

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34
Q

What are the solutions to overestimation

A

ignore local residents to impact estimates
exclude time switchers and casual visitors
consider costs and opportunity costs

Sum up model (total economic impact= direct spending + indirect spending + induced spending (household level))

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35
Q

What are Mega events

A

Huge infrastructure costs
Huge operating costs
many estimates are grossly exaggerated, not considering the lack of spending elsewhere

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36
Q

What are intangible benefits

A

Psychic impact: emotional impact the community receives by hosting
-may be used to justify subsidy to build infrastructure

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37
Q

What is the contingent valuation method

A

It is a survey methodology
-respondents are asked their willingness to pay an increase in taxes to see increased public good

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38
Q

Examples of contingent valuation method in work

A

Pittsburgh Penguins in bankruptcy, residents of Pittsburgh willing to pay to keep team running

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39
Q

What are hard taxes

A

Burden falls on mot or all taxpayers
Hard to implement because typically requires voter approval

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40
Q

What are Soft taxes

A

Hotel-motel (bed); rental cars; liquor or cigarette (sin); athlete
Easier to levy because born by visitors or a small group

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41
Q

What are bonds

A

Long term debt instruments that allow local governments to borrow large sums in advance (are repayed over 15-30 yeard to limit a large tax increase)

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42
Q

How do governments collect hard taxes

A

-primary source of revenue
-other taxes might reduce tax base (move out and find better tax rate)
-Property is immobile so easier to tax
-ability to pay (fancy property, higher taxes)
-A benefit tax (snow removal, sewage)
-Can appeal assesment

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43
Q

What are general sales tax

A

GST
The greater the area covered by the tax the more revenues generated, and the greater dispersion of the tax burden

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44
Q

What are soft taxes

A

places burden on smaller group (targeted at non-residents)
Tourist taxes (hotel and car rental tax)

Toured will benefit from infrastructure development, unpredictable tourism can fluctuate

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45
Q

Jock taxes

A

visiting players pay a tax for work done, defined in terms of duty days, visiting NHL players in alberta pay based on games played (discontinued)

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46
Q

How do we finance debt

A

city pledges to repay debt obligation
interest costs are paid over length of the repayment period
payments are spread out to reduce the annual tax burden
equitable to tax payers, some people may never use facility paid for it

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47
Q

How are bonds financed

A

Promise from borrower to pay lender a certain amount of money overtime with interest
-a face value
-a fixed rate of interest
-a maturity date (when bond must be repaid in full)

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48
Q

What is a serial retirement schedule

A

bonds are sequenced with different maturity dates, so that several bonds get paid off over time (maturity date should neer be longer than the life of project)

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49
Q

What are general obligation bonds

A

unconditional promise to repay debt
secured through property taxes
Limit on the amount the government can borrow
Come with a low interest rate
Must get approval from a referendum

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50
Q

What are certificates of obligation

A

Do not require voter approval
unconditional promise to repay
a public hearing is announced
electorate can request a hearing
done when investment is needed quickly or doubts

51
Q

What is nonguaranteed debt

A

used due to resistance towards guaranteed debt
Voter approval is not required
Does not affect govt debt ceiling
those benefitting for the project pay for it
government will make up for any shortfall as it could damage cities reputation in investment markets

52
Q

What are revenue bonds

A

revenues from the facility’s user pay, pay off debt
no vote required
does not affect debt ceiling
higher interest rate
can only use facilities that turn a profit
may result in higher user fees (Kidstrong)

53
Q

What are certificates of participation

A

Intermediate organizations sell a COP to financial institutions
FI delivers funds to IO
IO pays builders to construct facility using COP funds
IO signs lease with Facility operator
FO pays lease fees so IO can conver debt charges on COP
when debt is paid off, title usually transfers to FO

54
Q

What is tax increment financing

A

facilitates urban development
increase taxes in redeveloped area used to service debt on the development
tax increment bonds secured by increase in property tax
TIF exist for a set amount of time
(think of ice district)

55
Q

Advantages of Tax increment funding

A

no tax increase required
when TIF is dissolved city receives additional tax revenues

56
Q

Disadvantages of Tax Increment funding

A

Incremental increases in tax to service debt
risk that development will not occur at an anticipated rate

57
Q

Community Revitalization Levy

A

proposed to fund a part of new arena development in edmonton

58
Q

What are private placement bonds

A

Private entity that pladges the revenues from the lease/income wll pay off the debt
Dairy queen in a rec center basically
(nothing says healthy living like [dan flipping a blizzard])

59
Q

Asset backed securitization

A

Naming rights, concession contracts, corporate sponsorship deals
Future cash flows from these sources essentially ‘sold’ to investors

60
Q

What is Tort

A

a private or civil wrong against a person , to property, or to one’s reputation

61
Q

What is risk

A

The chance of injury to members or participants, property that you may be responsible for (Loss/damage)

62
Q

What is Risk management

A

reducing the chances of injury, damage or loss, by taking steps to identify, measure, or control risks

63
Q

What is negligence

A

“behaviour or action which falls below a reasonable standard of care”

64
Q

What is Liability

A

when a person or organization is responsible for negligent conduct, which results in compensation (an unreasonable risk)

65
Q

The four elements of Negligence

A

1 Duty: responsibility to protect from risk
2 The act: whether or not there is a breach of duty
3 Cause: was the breach the cause of harm
4 Damage: has damage occurred

66
Q

Doctrine of Respondent Superior

A

Where an employer is liable for the negligence of an employee
-not liable where employee acts outside the scope of his or her authority responsibility
-gross negligence

67
Q

Good Smaritan laws

A

Where a citizen assists an injured party “out of the goodness if their heart” and not due to any duty of care owed

Protected from negligence but not gross negligence

68
Q

What is governmental immunity

A

Some public institutions are protected from certain negligent acts

69
Q

What is standard of care

A

an exception that an individual will act according to the standards of.a profession

70
Q

Primary assumption of risk (3)

A

1 participation is free and voluntary
2 individual consents to risks inherent in the activity, and integral to activity
3 Knowledge of the activity (risk can be implied or expressed in waiver or informed consent)

71
Q

Reasonable vs Unreasonable risk

A

Injury due to activity in the event vs Injury due to fan attacking player at event

72
Q

Secondary Assumption of risk (2)

A

The persons behaviour contributes to injury
failure to heed warnings

73
Q

What are warnings and participation forms

A
  1. obvious and direct
  2. specific to the risk
  3. Understandable by party being warned
  4. Located at point of hazard, or appropriate time
74
Q

How is risk managed in sports

A

PA includes elements of risks
not about eliminating risk but reducing risk
management should not change the nature of activity
risk management is a responsibility of everyone

75
Q

What are intentional Torts

A

Disturbance of intangible interests: invasion of privacy and defamation

Interference with person:
Partcipant vs Participant
Criminal assault and Battery
Hazing

76
Q

What are emploment torts

A

Negligent hiring: need criminal background check
Negligent supervisor: cant ignore employees
Negligent detention: must discharge unfit employee

77
Q

First phase of risk management

A
  1. Analysis and control
    -avoidance
    -transference (shift liability)
    -retention (accept risks and costs)
    -Reduction (reduce exposure to risk )
78
Q

Second Phase of Risk management

A

Statements of policy (types of insurance; travel restrictions)

79
Q

Third Phase of Risk management

A

Operational practices and procedures

80
Q

Fourth Phase of Risk management

A

Implementation of a plan
-risk manager
-employee involvement
-Manual
-information system
-public relations
-monitoring

81
Q

What is nexus

A

The core centre of a connection between two or more things (sport and media are not two industries that come together)

82
Q

What is programming input

A

Sports viewed as programming that can break through advertisement (will go out of way to watch game)

83
Q

Who pays who in sports programming

A

advertizers pay slot fees to media providers, and media providers pay rights fees to sports teams events and leagues

84
Q

What are the four elements of mass media

A

Commerical: profit driven
Audience: large heterogenous, anonymous
Content: words sounds images
Organization: the source of content

85
Q

What are the three research perspectives on mass media

A

Practice: decision making and production
Text: the form of the product (stream/newspaper)
Audience: who consumes the product

86
Q

What is media Convergence

A

a buzzword (clickbait)
Transportation of sports media no longer remains specific to TV or to internet (checking stats during a game)

87
Q

How does sports benefit the newspaper

A

Safe ideological content
promotes civic boosterism
Allows newspaper to contribute to civic identity

88
Q

What are the four types of sports news

A

Hard news: records, events, points
Soft news: scoops and exclusive (interviews)
Orthodox rhetoric: journal opinion becomes news
Reflexive analysis: critical

89
Q

Different types of televison codes

A

Camera angles or phrases
phrases create a narrative connection
A way of watching becomes THE WAY of watching

90
Q

Why are sports important to broadcasters(good final question)

A

Ratings: percent of households tuned into a program
Share: percent of TV households w/sets in use at time

  1. advertising and program sponsorship revenue
  2. driving subscription penetration (add-ons)
  3. public-service obligation (free nil)
91
Q

What are the 3 different values systems

A

Public looking for what makes something a great place to live
Private looking for financial returns
Potential for friction and frustration

92
Q

What are the different constraints of the value system

A

Public: slower process, all must be considered
Private: entrepreneurial, and fast acting
Public investment in private economy
Government give land to promote private development
Priming the pump (give jobs, spring villages around railways)

93
Q

What the incentives for the Private sector to work with the public sector

A

Access to land
Low-cost development capital (govt can borrow money at a lower cost)
Zoning and permits
Tax incentives

94
Q

What are the incentives for the public to work with the private sector

A

Management expertise
reduced labor costs
adaptability to scale of service
reduced liability risks(responsible of private sector insurance)

95
Q

What is public sector leasing

A

Public entity owns facility and leases to a private party
-buyout clauses
-conditions

96
Q

Leaseback arrangements

A

Public leases back from commercial sector
-can access equipment without up-front $$$
-construction borne by private sector

97
Q

What are public sector takeovers

A

Public takes over private facility
no opportunities for private development
allow public purchase of asset at a greatly reduced prices

98
Q

What are private sector takeovers

A

Allows public to pass on burden of operations Think of skydome

99
Q

What is private sector pump-priming

A

Developer encourages public expenditure so facility drives up demand and property values (golfcourse by houses)

100
Q

What is expansion of existing public facilities

A

Private business invests $$ for renovations, improvements, or expansion
ensure construction is up to agency standards

101
Q

What are multiparty arrangements

A

Quasi-government agency created to govern partnership
(special authority or commission)

102
Q

What are spectators

A

Attend events

103
Q

What are viewers

A

watch through other forms of media

104
Q

What are competitors

A

engage in the competitive sport

105
Q

what are Fitness Participants

A

engage in activities for fitness reasons

106
Q

What are nature participants

A

enjoy being outside, nature & wellness

107
Q

What is social identity

A

a persons concept of self (want to maintain a good social image) seek approval, in-group members are similar and out-group as different

108
Q

What are the determinants of demand

A

consumer preferences
income
price of the good
“income effect”: substitute purchases
price of other goods

109
Q

What is the consumer theory model of attendance

A

Consumer preferences
Economic determinants
quality of viewing
contest characteristics
supply capacity

110
Q

Motives for watching sports on TV

A

Fanship (competition)
Learning (learn the sport)
Release (let off steam)
Companionship (with friends)
Filler (fill spare time)

111
Q

What are the types of loyalty

A

Player
Team
League
Sport

112
Q

Temporary fan motivation

A

bandwaggon jumpers
time constrained
Basking in reflected glory
Cutting off reflected failure

113
Q

Local fan motivation

A

Identifies with geographic area
devotion leaves with displacement

114
Q

Devoted fan motivation

A

increased degree of attachment
a closer part of sense of self
not entire personality

115
Q

Fanatical fan motivation

A

man cave
fan is an important part of self-identification
beyond normal devoted fan
behaviour is accepted by significant others

116
Q

Dysfunctional fan motivation

A

primary method of self-identification
may engage in violent or destructive behaviour
interferes with normal life

117
Q

What is sensation seeking (Zuckerman)

A

thrill seeking
experience seeking
disinhibition
bored easily

118
Q

Marginal revenue product theory

A

how your performance increases profit

119
Q

Issues with fan support and ticket prices

A

increased prices due to increased salaries
1. MP increases (they become more productive)
2. Fans increases willingness to pay
FANS DRIVE PLAYERS SALARIES

120
Q

Issues with allegiance

A

social identities and group norms
purchase intentions
brand loyalty
brand communities
(coke vs pepsi)

121
Q

What are the canada and us differences in hockey

A

US has a positive impact of fighting in hockey
Canadian fans value a quality opponent
US fans turn out to see best players, Canada turns out to see best team

122
Q

Issues with gender differences in sports

A

men prefer combative sports
women like to identify as sports fans, but it is not a part of self-identity
men spend more time yapping about sports

123
Q

Issues with displacement

A

fans feeling left out of the process
marginalization of traditional fans
seeking new fans at expense of established fans
corporatization of the entertainment product conspicuous consumptions
(diehard fans are being priced out)

124
Q
A

KRLS 105 (2 decks)

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