APA 2134 Lecture Notes - Lecture 8: Consumer Behaviour, Ambush Marketing, Adidas
20 Mar 2019
School
Department
Course
Professor
Document Summary
Sponsorship: a promotional approach in which an organization or individual offers resources (e. g. financial) and/or services to support a sport organization"s event program, or product offering. How the consumer behaviour is a process. Developed in the context of sport spectatorship. Attraction came afterwards as it become more convenient. Attached : in elementary school when other friends did figure skating as well. Whole entire family got into it, dad coached rugby. Attraction: entire family plays, wanted to spend family time. Attachment: leafs fans because friends were leaf fans. A -awareness: make sure consumer or target audience is aware of what you are trying to. Canadian paralympic committee, want people to livestream their events. Want people to post livestream on their social media so that other people could see it at well. Did not create an interest, can create a greater interest by showing the events and the athletes in the commercial.
