Sports and Entertainment Marketing. Final Exam Study Guide.
Objectives - Questions
1.09
3
3.07
3
1.01
5
1.10
3
4.01
1
1.02
5
2.01
3
4.02
0
1.03
4
3.01
7
4.03
4
1.04
4
3.02
8
4.04
2
1.05
4
3.03
5
4.05
2
1.06
8
3.04
7
4.06
2
1.07
3
3.05
5
4.07
6
1.08
3
3.06
2
4.08
1
1.01 Acquire information about the sport/event industry to aid in making career choices

Impact of Sports Teams on the community

Spectators and types of Participants

Types of businesses in Sports and Event Marketing

Sports teams benefit to the community

“Holding a Community Hostage”

Spectators and Participants
1.02 Explain the Nature of Sport and Event Marketing

Goods and Services

Sanctioning Bodies

Marketing

Sports Marketing

Event Marketing

Sports Games and Events as a product
o
Unique Experience

Sponsors

Organized Participant

Unorganized Participant

Spectators

Marketing the Sporting Event

Marketing Sports Goods to Consumers

Marketing other Goods through Sports

Marketing Goods and Services to the Sports Industry
1.03 Explain Career Opportunities in Sport and Event Marketing

Media Relations

Merchandising

Advertising

Sponsorship Manager

Promotions

Market Research

Event Marketing

Training and Experience needed for S/E Marketing Jobs
1.04 Explaining Elements of the Sport and Event Product

Categories of Sports/Events Products
o
Combination of Goods and Services

Sporting Good

Sports Service

Owned/Rented Goods Services

Athletes

Venues

Licensed Merchandise

Branding

Brand Image

Consistency

Perishability

Separability
1.05 Determine Sport and Event Features and Benefits

Features and Benefits

Sources of information about features and benefits
1.06 Explain the nature of Sport and Event Branding/Licensing/Endorsements/Naming Rights

Branding
o
Brand Awareness
o
Brand Image

o
Brand Equity
o
Brand Loyalty
Naming Rights
o


Exclusivity
Licensing
o
Licensor
o
Licensee
o
Licensed Products
o
Royalties
Endorsements
o
Testimonials
1.07 Explain the Nature of Sponsorship in Sport and Event Industries

Sponsorship

Exclusivity

Ambush Marketing

Sponsorship Proposals

Reaching Target Market through Sponsorship
1.08 Handling Difficult customers and customer complaints

Customer Complaints

Reasons for Complaints
o
Product
o
Personnel
o
Business

Handling Customer Complaints

Preventing Customer Complaints

Costs associated with Customer Complaints
1.09 Process a phone order to complete the sale

Telephone Orders

Steps to taking a telephone order

Making mistakes when taking a telephone order

Taking an accurate telephone order
1.10 Design Logos and Tickets for Sports and Events

Logos

Scalability

Information on tickets

Embedded Watermarks on Tickets

Types of tickets
o
E-tickets
o
Paper
o
Mobile Phone Scan
o
Season Tickets
o
Single Game Tickets
2.01 Schedule Tournaments

Contingency Plan

Production Schedule

Tournaments
o
Single-Elimination
o
Double-Elimination
o
Round Robin
o
Match Play
o
Stroke Play
o
Scramble
3.01 Describe the Nature of Target Marketing in Sport and Event Marketing

Market

Target Market

Mass Marketing

Market Segmentation

o
Psychographic
o
Demographic
o
Geographic
o
Behavioral
Niche Marketing
3.02 Explain the Advertising Media used in Sport and Event Industries

Promotion

Advertising

Types of Advertising

o
Product Promotion
o
Institutional Promotion
Types of Advertising Media (Describe, and explain advantages and disadvantages)
o
Newspaper
o
Magazine
o
Radio
o
Television
o
Satellite Radio
o
Direct Mail
o
Online
o
Out-of-Home
o
Specialty
o
Other
3.03 Explain the components of an Advertisement

Components of an Advertisement
o
Illustration
o
Headline
o
White-space
o
Layout
o
Identification
o
Copy (text)
3.04 Explain the Nature of Online Advertising

Online Advertising
o
Banner
o
Pop-up
o
Rich Media
o
Advergames
o
Floating
o
HTML

Search Engines

Mobile Marketing
o
Mobile Videos
o
Mobile Apps
o
QR Codes

Broadcast Rights

Direct Marketing
3.05 Write content for use on Websites


Effective Website Content
o
Concise
o
Chunking
o
Jargon
o
Headlines
o
Writing Information to post on websites
Direct Mail
o
Formats
o
Advantages and Disadvantages
o
Measurable
o
Effectiveness
3.06 Explain the Nature of email marketing tactics


Email Marketing
o
Advantages and Disadvantages
o
Spam
o
Opt-out messages
o
Subscriptions
o
Automated Messages
o
Autoresponders
o
Attachments
Streaming Media
3.07 Write email marketing copy. Execute targeted emails.

Types of emails
o
HTML, Plain Text, Rich Media


Components
o
Links
o
Signature
o
Privacy Statement
o
Request Removal link
o
Call to Action
o
Text
Email Marketing Recipients
o
Subscribers
4.01 Sell Advertising Space in Printed Materials

What printed materials?
o

Programs, Team Photo, Tickets, Yearbooks
Scarcity appeal
4.02 Capitalize on Celebrity Appearances at Sports and Events

Riders
4.03 Utilize Publicity to inform stakeholders of business activities

Publicity

Press (News)Release

o
Who sends?
o
Who decides?
o
Why?
o
Hard/Soft Copy
o
Deadlines
o
Editors
o
Captioned Photograph
o
Mistakes. Grammar and Spelling.
o
Facts vs Opinion
Media Guides
o

Purpose?
Newsletters
o
Purpose
o
To Whom?
o


Information?
Media Relations
o
Public Relations vs Media Relations
o
Positives and Negatives
Media Relationship
o
Why?
o
Interactive
o
Proactive
o
Reactive
4.04 Design a Program for an Event. Create and Issue Scripts for game-day promotions.


Programs
o
Information
o
For Whom?
o
Purpose?
o
Advertising Revenue
Scripts
o
Why?
4.05. Position Company to acquire desired business image

Venue
o
Attractiveness
o
Facility
o
Amenities
o
Personnel
o
Security
o
Traffic
o
Concessions
o
Public Transportation
4.06 Explain and select venue signage

Venue Signage
o
Purpose
o
Types of Signage
o
Location of Signage
4.07 Develop a foundational knowledge of PRICING to understand its role in marketing.


Ticket Pricing
o
Reasons for varying prices
o
Factors affecting prices
Market Demand
o
Elasticity

Inelastic

Elastic

Smoothing

Cost vs Value (overall price)

Objective vs Subjective

Pricing Objectives

o
Consumer
o
Company
o
Competition
Ticket Pricing Strategies
o
Scaling the house
o
Yield Management Pricing
o
Skimming
o
Price Penetration
o
Bundling
4.08 Employ Sales Promotion Activities to inform or remind customers of business and products

Sales Promotions

Competitive Industry

“Out-of-the-box”