midterm 3 Flashcards
largest sponsorship category
sport industry
relationship sport sponsoship spending in north america
constantly increasing
promotional licensing
umbrella term that encompasses sponsorship
licensing
practice where marketer contract with other companies to use brand, name, logo, symbol
how do organizations sell their logoed merchandise
by taken advantage of their brand strength
how does sponsor benefit from partnership
receiving right to associate with sport entitiy
sport entity
sport team, event, …
how does sport entity benfit from partnership
supllied monetary support or product
provision and sponsorship
right to use logo, name, trademark, graphic representation
right to use various phrass (official sponsor, offical supplier, official product…)
right to use purchasers product or service in conjunction with event
right of entitlement of an event or facility
right to conduct certain promotion activities together with sponsorship agreement
what does sport sponsorship need to offer
high level of exposure without competitionand clutter of traditional advertising
how does sponsorship communicate a company´s message
in a new, differe, less commercialized form
exclusive sponsorship
practiced by the International Olympic Committee
under what name does the IOC practice exclusive sponsorship
The Olympic Partners (TOP) Programme
publicity
sponsored product (athlete, league…)is required to credit sponsor
what do sponsorship adds dimension to
product audience communication
what can experiences caused by product audience communication created do
appeal to all senses encourage fan participation and feedback provde opportunity for sampling and merch cnvey drama in sport experiences can be as memorable as event
corporate objectives of organizations related to sponsorship
increasing awareness reaching target market relationship marketing image building sales increase competition
basic objective of any sponsor
to increase awareness in short period
reaching target markets
one of primary objective of sponsorship program
unique features of sponsorship
ability to reach consumers with similar activities, interests and opinions (AIOs) - raching target market
relationship marketing
buildinglong-term relationship with customer and beneficial partners
to gain unique opportunities of hospitality and entertainment
what is the most important reason for sponsorship of a sports entity
maintain or build an image
image building
two-way street for organization and sport entity
The match-up hypothesis
The closer the image of the endorser is with the image of the product, the more effective the message
competition
to meet competetive threats
sponsoring company is still harmed by competitior
competetive threats
exclusivity
publicity
heigtened communication
ambush marketing
planned effort to be associate indirectly with an event to gain at least some of the recognition and benefits that are associated with being an official sponsor
heightened communication
Sponsorship adds dimension to the product-audience communication
What does social media help with
to meet our marketing perspective
What is social media
conversation amongst consumers of information
Where is social medias origin
city squares
coffee shops
social clubs
Forms of social media
chat rooms
blogs
MySpace, facebook, twitter….
Convergence (Annäherung) related to social media
utilizing multiple devices to access multiple streams of information in peak time
Ability to consume and produce media
Passive social media consumer
consume without active production or interaction
“old school” media consumption
Active social media consumption
producer of content (blog entries, tweets, posts…)
Consumers position in social media
may oscillate between passivity and activity
What has new media led to
participatory culture
Participatory culture
production and consumption of information
development of active voice
How is social media used in sport context
brand/organizational communication
Brand/organizational development
Brand/organizational communication
score, stats, highlights
Brand/organizational development
promotional activity, community outreach actions
What has participatory culture lead to
personal communication
Personal communication
brand -> fans
Fans -> brand
Brand -> brand
Fan -> fan
Interesting social media and sport marketing context
LA Kings´ innovative and influential social media usage, changed the way sport organizations utilized social media in one tweet
marketing implications of Vancouver tweet
adapted what was considered appropriate for team´s official social media presence
relationship marketing (not sponsorship)
communication between team and other entities, develops relationship
brand community
serves to extend the community of fans
Anthropomorphization of the brand
allows brand to display lifelike qualities
Development of brand personality (sharky, comical)
Marketing communications tool
promotion of certain brand image
Increased viewership may enhance brand recall leading to brand equity
What is a brand
name, term, design, symbol that identifies a seller´s good or service as distinct from other sellers
What is the purpose of a brand
transform a generic product into a product with an image, from generic to specific
What does differentiation do
add value to a product
What does the branding concept include
brand name,
brand mark,
trademark
Brand name
element of the brand that can be vocalized (Word mark)
Trademark
brand name or brand mark that is legally registered
Brand mark
element of brand that cannot be spoken (Logo)
Why is branding important
encourages awareness
What do brand awareness and brand association contribute to
brand equity
Brand equity
value associated with a brand
Spectator based brand equity
3 stages (antecedents, spectator-based brand equity, consequences)
Antecedents of spectator based brand equity
organization induced (marketing mix, seven Ps) Market induced (work of mouth, publicity) Experience induced (consumer experience)
Spectator based brand equity stage
brand awareness, brand association
Consequences of spectator based brand equity
team loyalty, media exposure, merchandise sales, ticket sales, revenue solicitation
Brand awareness
refers to strength of a brand´s presence in consumer´s mind
Familiarity of consumers with team or product
What can brand awareness be broke down to
brand recognition
Brand recall
Brand recognition
consumer´s ability to confirm prior exposure to the brand when given the brand as a cue
Logo -> brand name
Brand recall
consumer´s ability to retrieve the brand from memory when given the product category or situation as a cure
NFL teams -> oilers
What do brand association vary by
strength, favorability, and uniqueness
What can brand association be separated in
brand performance
Brand imagery
Brand performance
functional aspect of a product
Primary characteristics, product reliability, effectiveness….
Brand imagery
extrinsic properties of a product
Symbolic meaning
Associative network memory modeling
nodes are linked in consumer´s mind
Links vary in terms of strength
When are brand associations triggered
when thinking about through a “spreading activation” of other nodes through the links connecting them
Team brand association scale (TBAS)
measures consumers´ brand association with a particular team
what does team brand association scale include
commitment, concessions, rivalry, team play, history, success, stadium….
