Midterm 2 Flashcards
What is the positive arousal that comes from sports
eustress
what challenges do agencies face
labour unrest, conflicts of interest, uncertainty in client base, in-house vs outsourcing, merger/acquisition
when communicating a message a person assigns or ascribes a meaning
encoding
stakeholder groups that agencies work for (5)
talent
properties
brands
media
companies
functions of marketing agencies (9)
planning
sponsorship and licensing
event creation
contract negotiation
community action
content
financial planning
research
evaluation
what is an in-house group
department within a company that performs a sports function on behalf of the parent company, only one client (themselves), gatekeeps the review opportunities presented to them
ethical issues agencies face
advertising spirit agencies, unhealthy products
what are four components of the tourism agency
tourists
business serving tourists
government in tourist destination
host/community residents
reasons for travel
leisure, business, visiting family, other
types of sport tourism (3)
active
event
nostalgia
what is active sport tourism
travelling to actively partake in sport
(activity, environment, culture)
what is event sport tourism
hosting mega or small scale events to bring in tourist, to also produce an image to a city. the difference between recurring events (calgary stampede) vs one time events like olympics which have longterm consequences
advantages of small scale events for sport tourism
can use existing infrastructure, includes professional or college-level or amateur sports. Need for community tourism agencies
What is nostalgia sport tourism
visiting sport hall of fame, sport themed vacation, fantasy sport camps, or different sport stadiums
dimensions of sustainability in sport tourism (3)
economic, social, environmental
social dimensions of tourism
can be positive or negative such as crowd congestion in a small town leading to urban regeneration, or gentrification and displacement of low income residents
economic dimension of sport tourism
over/under estimating economic impacts of visitors, growing security costs, need to leverage opportunities to maximize tourism investment
environmental dimensions of sport tourism
ecotourism, sustainable practices, impacts of global warming and pollution
uses of Virtual Reality in sport
mimic gaming situations, sight line for prospective seating, safe training
uses for Augmented Reality in sport
provide information not available, enhance play and viewing
benefits to participation in esport
cognitice focus, social engagement, physical activity and fitness, therapy and relaxation, career preparation
different aspects of esports in market
sponsorship, media rights, game publisher fees, merchandise and fees, digital, streaming
different type of sports betting
fixed odds, in-play/live, exchange, and spread betting
main sources of revenue for fantasy sports
participation fees, premium service fees, sponsorships, advertising
key operators in betting
fanduel, draftkings
two elements of sports marketing (2)
Marketing sports products directly to consumers
marketing consumers or industrial products and services through sports promotion
differences between sport and traditional marketing
sport involves emotion, subjective and unique to individuals, socially consumed, is unpredictable, consumers consider themselves experts due to strong personal identification, is completely perishable
branches of sport marketing
product, services, entities
4 p’s of marketing
product, price, place, promotion
step one of developing a sport marketing plan
identify the purpose of the plan
step two of developing a sport marketing plan
analyze the sport product (dynamic and complex nature of the product, core of the product, dimensions of the product, product extensions, product life cycle)
step three of developing a sport marketing plan
examine the marketing climate (what influences is the climate projecting, assess the the sport climate (inside and outside factors)
step four in developing a sport marketing plan
position the sport project (differentiating from other similar products, creating a distict image)
branding awareness
step five of a sports marketing plan
segment and target your consumer group
what are the four areas of consumer segmentation
demographics, psychographics, media preference, purchasing behaviour
step 6 of a sports marketing plan
package the product (presenting the product in the best way possible)
step 7 of a sports marketing plan
price the product (determining the value of the product. price is the most visible and flexible element) (conumer competitiona and company climate)
step 8 of a sports marketing plan
promoting the product (communicate the desired image of the product, educate and persuade target audience)
elements of promotion strategies
advertisement, public/community/media relations, personal selling, sponsorship, activities
step 9 of a sports marketing plan
place (distributing the product, product location, distribution of origin, geographic location of target market,, other channels)
step 10 of a sports market plan
evaluate the promises of a sports marketing plan (did the plan meet the promise, obtain and analyze feedback from internal and external sources)
main areas of market research
the product, target consumers, social/eco/cultural trends, directn and indirect competition
ambush marketing
creating confusion to reduce effectiveness of competitors sponsorship (mcdonalds vs wendys olympic 1994 sponsor)
characteristics sports consumers are segmented by
motives, perceptions, attitudes
motivations considered in sport
participant motivation, spectator motivation, participant and spectator markets
3 key motives for participating in sport
achievement, social, mastery
consumer perceptions
perceiving sport as a particular need or motive
acting and reactiving based on perceptions
process by which a person selects, organizes, and processes stimuli to create a meaningful picture
marketing efforts towards consumer attitudes
directing and shaping peoples perceptions to form or change a customers attitude
what are consumer attitudes
expressions of inner feelings, based on three components
Experience
feelings
beliefs
consumer loyalty, involvement, and identification
what groups influences the sport consumer
external factors that influencing buying behaviour
Direct/ in-direct
aspirational reference group
consumer socialization
reference groups (chosen based on what consumer has learned, can affect what the consumer learns)
modeling, prompting, and reinforcement
situational influences on the sport consumer
isolating influences to different contexts can result in different decisions, awareness of how purchase situations can influence consumers
examples of situational influences on sports consumers
physical/social surroundings, task requirements, time pressure, antecedent states
decision-making progression for consumers in sport
recognize a need, seek help to resolve it, determine purchase options, evaluate alternatives, make purchase decision, post-purchase evaluation
challenges behind consumer behaviour
emotion behind consumption, globalization of sport, virtualization of sport, compulsive consumption, social media
what is sport consumption
a process in which people in sport, a sport setting, or thru sport endeavour. share symbols as they create meaningful interaction
theoretical framework of sport communication
genre, context, process, elements (sender/receiver) and effects
2 sides of communication process
a message encoded to be shared, message is received and decoded then a reply is encoded and sent back
theories of mass media effect
uses and gratification, agenda setting, innovation and diffusion of information, modeling and cultivation
4 elements of innovation
innovation, communication channels, time, and a social system
different sport communication models
provides a framework for different communication models
personal/organizational
mediated
mass
SSCM component 1
personal (intra vs inter)
organizational (intra vs inter)
communication skills
SSCM component 2
mediated communication
print, mass media, social media
SSCM component 3
commincation and support
advertising, public relations, crisis communication, research
2 models of sport public relations
one-way: no feedback (send a message)
two-way: message and reply (public opinion data, symmetrical approach)
media relation specialists
write news releases
plan news conferences
manage game services
sport community relation specialists
create organize and execute charitable events, and organize donations. volunteering, coordinate public appearances
types of facilities in sport (4)
single purpose
single-purpose specialized
multipurpose
nontraditional
considerations relating to facilities for sports
funding model
anchor tenant
debt repayment
control of revenues
maintenance/upkeep
operator favoured nation clause
stadium authority
naming rights
facility management
numbers, titles etc.
facility director
operations coordinator
event director
outline event managment
planning, coordination, staging, evaluating
who is the event management personnel
executive director (top guy)
operations division manager
security coordinator
public coordinator
marketing
hospitality director
7 basic steps of event management plans
scheduling
negotiating
coordinating
staging
settling with promoter
cleaning up
pre-event management tasks
booking
boiler point contract, split
coordinating the event (plans costs, breakdowns, structure, Gantt chart)
staging the event
run sheets
floor plans
security
customer service
alcohol policies (tailgating, enforcement )
Crowd management plan
staff training
accessibility
ejecting disruptive people
efficient communication
efficient signage
post event tasks
settlement
cleanup
evaluating the event
