APA 2134 Lecture Notes - Lecture 9: Canadian Olympic Committee, American Express, Media Monitoring

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Two major thrusts of sports marketing (look on midterm notes) Definition: a promotional approach in which an organization or individual offers resources (e. g. financial) and/or services to support a sport organizations event program, or product offspring. Sponsorship is a part of a marketing strategy. Sport is perishable, intangible, subjective, and emotional, unpredictable and inconsistent. Uniqueness of sport: characteristics of the sport industry. Intangible: subjective, unpredictable and inconsistent, perishable, emotion laden. The consumption escalator (cid:894)(cid:449)hat(cid:859)s dri(cid:448)i(cid:374)g good (cid:271)eha(cid:448)iour? (cid:895: the ultimate goal, get consumers up the escalator, satisfy their needs, meeting expectations, ultimate disaster, going down escalator, not consuming enough, changing habits. Should employ integrated approach and use with other elements of promotional mix. This will maximize communications effectiveness and contribute to building brand equity. Executional elements: preliminary, timing, ideas, follow-up, day of promotion. Sound knowledge of total operations of organization. Promotion and organization must compliment each other. Understand audience and de(cid:373)ographi(cid:272)s of pro(cid:373)otio(cid:374)(cid:859)s targeted (cid:272)o(cid:374)su(cid:373)ers.

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