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Terms in this set (44)
Sports spectators are seen as good potential customers partly due to their
emotional ties to sports
One reason for the rise in popularity of women's sports is
the current generation having grown up with sports under Title IX
donating products and services, financing an event
Sponsors pay careful attention to budgets because
sponsorship has become very costly
information about a product, service, or event
An example of publicity
being featured on the evening news
an endorsement is
a promotional tool, a person's approval of a product or service, and often most successful when made by a celebrity
Which of these television ads would be an endorsement?
a shoe ad showing Mia Hamm in the background and Lisa Leslie of the WNBA telling you to drink milk
An in-person, face-to-face communication between a seller and a customer
Publicizing or advertising a product, service, or event with the goal of selling it
A person's public expression of approval or support for a product or service
Any free notice about a product, service, or event
The profit a sponsor earns from its support of an athlete or team
Any action or communication that will encourage a consumer to buy a product
have a real experience with a product, not make any deceptive or misleading statements and actually use the product or service
An important new sports market in terms of dollars spent is the
Paid communication between the product maker or seller and the audience or
More time and money are spent on ? than on any other recreational pursuit in the United States.
Who has a much larger portion of promotion and endorsement dollars - males or females.
The power of athletics as a marketing aid can be explained partly due to the ?? that people feel toward sports.
Businesses sponsor sports to receive a guaranteed amount of
exposure , recognition , or acknowledgement
What is the common culprit for riots breaking out after victories or losses?
What is one reason for the rise in popularity of women's sports?
What is the number one sport for fan loyalty?
What is the primary goal of promotion?
Encourage customers to buy more of their product
What does the Multistate Settlement Agreement of 1998 prohibit or limit?
Tobacco sponsorship of concerts and events where the majority of people are under 18, limited to 1 event for 1 brand per year
Know the necessary requirements for an endorsement?
~ must always reflect honest opinions, finding beliefs or experiences of the endorser
must have real experience with the product ~ may not contain any deceptive or misleading statements and be substantiated by the advertiser ~ may not be presented out of context or reworded as to distort the endorser's opinion ~ the endorser must use and continue to use and believe in the products as long as they are used in the advertisements ~ if the product is revised, the endorser must be notified and must continue to use and believe in the product
During 2002, who was the top athlete endorser?
Know what businesses look for in an endorser.
someone with positive, charismatic, trustworthy image, celebrity most consumers know. a celebrity whose career is in process, someone who presents few risks, and someone who has a believable relationship with the product
Sports fans spend a lot of ?? on their favorite teams
time, money, and emotional energy
What items have been endorsed by Dennis Rodman?
Comfort Inn and Suites, Converse, and Eastman Kodak
Gravity Games are a variation of
How did the MLB strike of 1994 affect baseball?
Lost fan support for MLB and gained support for Minor League Baseball
Affinity Sports (know examples)
niche markets whose participants are just as passionate about their sports as are enthusiasts of the more traditional sports ~examples: fishing and rope jumping
a person's public expression of approval or support for a product or service
involves researching a target market to determine the specific items or services a small group of people will buy
face-to-face communication between a seller and a customer
publicizing or advertising a product, service, or event with the goal of selling it
has four elements: personal selling, advertising, publicity, and sales promotion
any free notice about a product, service, or event
the profit the sponsor earns from its support of an athlete or team
includes any action or communication that will encourage a consumer to buy a product
the exchange of a product or service for another item of equal or greater value
a person, organization, or business that gives money or donates products and services to another person, organization, or event in exchange for public recognition
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Which indicates the advantage of using secondary data?
According to the text, press is a media seeking to feature a product, company, person, or idea
An attempt by the firm to determine whether a product will perform according to its design and whether it satisfies the need for which it was intended; occurs in the firm's research and development (R&D) department.
The sum of the expenses of the firm that change with the quantity of the product that is produced and sold is referred to as: