MKT 828 Study Guide - Midterm Guide: User-Generated Content, Eustress, Brand Equity
6 Mar 2016
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Goodyear objectives = increase public awareness, alter or reinforce public perceptions, generate media benefits, achieve sales objectives, technology. Activation: execution/implementation to use the assets, leveraging the assets, market programs around the assets. General, venue naming rights, jersey sponsorship, athlete endorsements. Media exposure (impressions, earned media, media awareness) Development of new inventory (nba court sponsorships) Greater focus on activation through digital media, social media, mobile. New industry categories emerging (healthcare, luxury goods) Class 3 sport brand management and sport sponsorship marketing. Brand loyalty (fan loyalty drivers pure entertainment, authenticity, fan bonding, history and. Brands and branding goal: create strong impression among consumers so that when they sense a brand element they experience intense positive feelings. Higher revenues, larger viewership and higher broadcast right fees from greater brand loyalty. Less drastic revenue declines when team loses. Promotional support offered by org. to extension. Social and digital media (active fan engagement on facebook, twitter, ig) Popular culture tie ines (raptors x drake)
