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Kin 151 Sport and Fitness Marketing > midterm 3 > Flashcards

midterm 3 Flashcards

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Sports Trivia flashcards
1
Q

largest sponsorship category

A

sport industry

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2
Q

relationship sport sponsoship spending in north america

A

constantly increasing

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3
Q

promotional licensing

A

umbrella term that encompasses sponsorship

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4
Q

licensing

A

practice where marketer contract with other companies to use brand, name, logo, symbol

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5
Q

how do organizations sell their logoed merchandise

A

by taken advantage of their brand strength

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6
Q

how does sponsor benefit from partnership

A

receiving right to associate with sport entitiy

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7
Q

sport entity

A

sport team, event, …

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8
Q

how does sport entity benfit from partnership

A

supllied monetary support or product

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9
Q

provision and sponsorship

A

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

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10
Q

what does sport sponsorship need to offer

A

high level of exposure without competitionand clutter of traditional advertising

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11
Q

how does sponsorship communicate a company´s message

A

in a new, differe, less commercialized form

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12
Q

exclusive sponsorship

A

practiced by the International Olympic Committee

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13
Q

under what name does the IOC practice exclusive sponsorship

A

The Olympic Partners (TOP) Programme

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14
Q

publicity

A

sponsored product (athlete, league…)is required to credit sponsor

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15
Q

what do sponsorship adds dimension to

A

product audience communication

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16
Q

what can experiences caused by product audience communication created do

A 
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
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17
Q

corporate objectives of organizations related to sponsorship

A 
increasing awareness
reaching target market
relationship marketing
image building
sales increase
competition
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18
Q

basic objective of any sponsor

A

to increase awareness in short period

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19
Q

reaching target markets

A

one of primary objective of sponsorship program

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20
Q

unique features of sponsorship

A

ability to reach consumers with similar activities, interests and opinions (AIOs) - raching target market

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21
Q

relationship marketing

A

buildinglong-term relationship with customer and beneficial partners
to gain unique opportunities of hospitality and entertainment

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22
Q

what is the most important reason for sponsorship of a sports entity

A

maintain or build an image

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23
Q

image building

A

two-way street for organization and sport entity

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24
Q

The match-up hypothesis

A

The closer the image of the endorser is with the image of the product, the more effective the message

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25
Q

competition

A

to meet competetive threats

sponsoring company is still harmed by competitior

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26
Q

competetive threats

A

exclusivity
publicity
heigtened communication

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27
Q

ambush marketing

A

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

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28
Q

heightened communication

A

Sponsorship adds dimension to the product-audience communication

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29
Q

What does social media help with

A

to meet our marketing perspective

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30
Q

What is social media

A

conversation amongst consumers of information

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31
Q

Where is social medias origin

A

city squares
coffee shops
social clubs

32
Q

Forms of social media

A

chat rooms
blogs
MySpace, facebook, twitter….

33
Q

Convergence (Annäherung) related to social media

A

utilizing multiple devices to access multiple streams of information in peak time
Ability to consume and produce media

34
Q

Passive social media consumer

A

consume without active production or interaction

“old school” media consumption

35
Q

Active social media consumption

A

producer of content (blog entries, tweets, posts…)

36
Q

Consumers position in social media

A

may oscillate between passivity and activity

37
Q

What has new media led to

A

participatory culture

38
Q

Participatory culture

A

production and consumption of information

development of active voice

39
Q

How is social media used in sport context

A

brand/organizational communication

Brand/organizational development

40
Q

Brand/organizational communication

A

score, stats, highlights

41
Q

Brand/organizational development

A

promotional activity, community outreach actions

42
Q

What has participatory culture lead to

A

personal communication

43
Q

Personal communication

A

brand -> fans
Fans -> brand
Brand -> brand
Fan -> fan

44
Q

Interesting social media and sport marketing context

A

LA Kings´ innovative and influential social media usage, changed the way sport organizations utilized social media in one tweet

45
Q

marketing implications of Vancouver tweet

A

adapted what was considered appropriate for team´s official social media presence

46
Q

relationship marketing (not sponsorship)

A

communication between team and other entities, develops relationship

47
Q

brand community

A

serves to extend the community of fans

48
Q

Anthropomorphization of the brand

A

allows brand to display lifelike qualities

Development of brand personality (sharky, comical)

49
Q

Marketing communications tool

A

promotion of certain brand image

Increased viewership may enhance brand recall leading to brand equity

50
Q

What is a brand

A

name, term, design, symbol that identifies a seller´s good or service as distinct from other sellers

51
Q

What is the purpose of a brand

A

transform a generic product into a product with an image, from generic to specific

52
Q

What does differentiation do

A

add value to a product

53
Q

What does the branding concept include

A

brand name,
brand mark,
trademark

54
Q

Brand name

A

element of the brand that can be vocalized (Word mark)

55
Q

Trademark

A

brand name or brand mark that is legally registered

56
Q

Brand mark

A

element of brand that cannot be spoken (Logo)

57
Q

Why is branding important

A

encourages awareness

58
Q

What do brand awareness and brand association contribute to

A

brand equity

59
Q

Brand equity

A

value associated with a brand

60
Q

Spectator based brand equity

A

3 stages (antecedents, spectator-based brand equity, consequences)

61
Q

Antecedents of spectator based brand equity

A 
organization induced (marketing mix, seven Ps)
Market induced (work of mouth, publicity)
Experience induced (consumer experience)
62
Q

Spectator based brand equity stage

A

brand awareness, brand association

63
Q

Consequences of spectator based brand equity

A

team loyalty, media exposure, merchandise sales, ticket sales, revenue solicitation

64
Q

Brand awareness

A

refers to strength of a brand´s presence in consumer´s mind

Familiarity of consumers with team or product

65
Q

What can brand awareness be broke down to

A

brand recognition

Brand recall

66
Q

Brand recognition

A

consumer´s ability to confirm prior exposure to the brand when given the brand as a cue
Logo -> brand name

67
Q

Brand recall

A

consumer´s ability to retrieve the brand from memory when given the product category or situation as a cure
NFL teams -> oilers

68
Q

What do brand association vary by

A

strength, favorability, and uniqueness

69
Q

What can brand association be separated in

A

brand performance

Brand imagery

70
Q

Brand performance

A

functional aspect of a product

Primary characteristics, product reliability, effectiveness….

71
Q

Brand imagery

A

extrinsic properties of a product

Symbolic meaning

72
Q

Associative network memory modeling

A

nodes are linked in consumer´s mind

Links vary in terms of strength

73
Q

When are brand associations triggered

A

when thinking about through a “spreading activation” of other nodes through the links connecting them

74
Q

Team brand association scale (TBAS)

A

measures consumers´ brand association with a particular team

75
Q

what does team brand association scale include

A

commitment, concessions, rivalry, team play, history, success, stadium….

Kin 151 Sport and Fitness Marketing (3 decks)

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