MGT 2000 Lecture Notes - Lecture 1: Sports Marketing, Intersession, Core Competency
Document Summary
4 things to look for in an mba student. Interpersonal communication skills: teamwork, honesty, core competency. Sponsorship began in 1994 because of the olympics in los anglos. Sports" marketing is about matching an athlete up with a product. Sports" marketing is all about sagacity, a vision for the future (53:00) ex. Removing the nike check to the top of football jerseys, ted turner. Athletes director"s job: hire coaches, raise money. = performance + personality + visibility x trust. Thin slice: an imaged created in 1/24th of a second. Oj simpson"s made in america"s visibility was 30 for 30 (cid:498)trust(cid:499) ex. Default look takes up 55% of your brand. Celebrity endorser characteristics: perceived image vs. desired image ex. It depends: purpose is to drive sales, enhance brand recognition. Factors of celebrity enhancement: be familiar with the celebrity, make sure the celebrity fits with the product or company, esteem, differentiation.
