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KRLS 105 > KRLS 105 Final > Flashcards

KRLS 105 Final Flashcards

chapter 18-24 (124 cards)

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1
Q

What is the Promotion Mix

A

Personal selling
advertising
publicity
Incentives (sales promotions)

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2
Q

What is the basis of Howard & Crompton’s Sponsorship Platform

A

The central theme where the sponsor can develop a consistent promotional message

Sponsorship doesn’t always offer a direct message as to why a brand should be purchased (mcdonalds at the olympics)

Amplify, and invest in fewer sponsorships

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3
Q

Two basic costs of sponsorships

A

Direct sponsorship investment
Indirect activation of the sponsorship
(3:1 ratio)

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4
Q

How is the media involved in sponsorship

A

Media involvement is prominent in negotiations
Media coverage is key to brands seeking increased awareness or image enhancement

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5
Q

Three ways to pursue media coverage

A

Negotiate trade-outs with TV, radio, or newspaper
Media pays to sponsor event in exchange for rights to sell other sponsorships
Secure editorial coverage (sell ad time on NFL, ad time in exchange for title credits and mention in promotion)

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6
Q

How can we view sponsorships (6)

A

Signage
Awards
Internet
Retail promotions
Personalized service
Licensing

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7
Q

How do we get sponsorships

A

establish linkages
long term relationships may leave legacies
3 year relationship minimum recommended

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8
Q

Why would sponsors not renew a contract

A

Sponsor management or market conditions may change
Reduction in the impact of sponsorship

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9
Q

Why are there alcohol sponsorships

A

Sports fans drink BEER
Both men and women consume alcohol during sports and peak at ages 18-29
Seen as a lesser evil than tobacco

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10
Q

What is the Title Sponsor

A

Name integrated into event
has input in event organization
can result in increased costs

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11
Q

What is the Presenting Sponsor

A

Usually pay 1/2 to 1/4 of what the Title sponsor pays
Given rights to associate in a specific product category
Will try to narrow categories to increase number of sponsorships possible
(Fishing competition presented by Diet Mtn Dew)

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12
Q

What is the Official Sponsor

A

Pay 10% of the title fee
Are part of the product categories that are not reserved by presenting sponsors ( Bass pro shop the official sponsor while Mtn Dew is the presenting sponsor)

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13
Q

What is the Official Supplier

A

Do not have an obvious link to the event
Offer goods or services to organization staging the event
Coleman fixing peoples ovens at the NASCAR race

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14
Q

How should Sponsorships be priced

A

Use benefit packages no adding or removing perks from each package
Always present the most expensive option first
Most of the fee should be paid upfront because the sponsor will reap benefits before the event happens

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15
Q

What are the issues in a sponsorship agreement

A

Offical status (sponsorship categories)
Sponsorship fee (how much, refundable)
Title rights (how does the sponsors name appear)
TV Exposure (Right of first refusal for advertising, NFL sponsored by coke, but Dallas team sponsored by Pepsi)

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16
Q

What are the quantifiable sponsorship impacts

A

Duration of television coverage
Duration of radio mentions
Press coverage column (in inches)
Calculate and assigns a dollar value based on the rate paid

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17
Q

What are the qualitative sponsorship impacts

A

attractiveness of the media coverage
quality of media coverage
amount of clutter
Not many companies actually pay full price for an ad
Assumes that time of exposure adds up to equivalent commerical spot

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18
Q

Impact of Sponsorship on Awareness

A

nobody actually remembers who sponsors an event
Market leaders are often given the credit (thinking NIKE sponsored an event when it was actually UA)

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19
Q

How is a Geographic area established

A

Province, region, city
Usually reflects the funding source
Displaced spending- spending that would occur in that area anyway (\

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20
Q

How do we analyse economic impacts

A

Estimate the attendance to an event
Survey attendees to find spending associated with the event

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21
Q

What is the Multiplier

A

The degree to which spending induces an additional round of spending
(fries equals thirsty, so you buy a drink)
(buying beers with the bros equals you buy more beers with the bros and a taxi home)

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22
Q

What is the Income Approach

A

Total payments to workers and suppliers in an industry
(apply the multiplier)
Errors at any point in calculation can significantly bias result

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23
Q

What is the substitution effect

A

If attendees spend more money on an event instead of something else local in the economy
-reallocation of expenditures, does not net increase economic activity

A leisure event may lower local economic impact if there is reallocation of expenditures from other activities that have a higher multiplier

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24
Q

What is time switching

A

No new economic activity- just changing to when event occurs

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25
Who are casual visitors
Someone in an area for unrelated purposes, but attended event while in town
26
What are similarities between Time switchers and Casual visitors
can only have $$ over and above what they would have otherwise spent to be counted (more than you planned to spend)
27
Who are incremental Vistors
Come to the region for the purposes of the event
28
What is indirect spending
recirculation of $$ in economy after direct spending on the event
29
What is induced spending
How direct and indirect impacts affect earnings and employment (bonuses etc.)
30
How does the multiplier work
Helps estimate indirect and induced spending
31
How is direct spending recirculated (5)
1. Other private businesses in the same economy 2. Employees in the same economy 3. Local government 4. Non-Local governments 5. Employees, businesses, outside of the local economy (leakage)
32
What is leakage
Spending that does not remain in the local economy
33
What are the issues with overestimation
Crowding out (discourages economic activity in the area, new event spending simply supplanting spending that would have otherwise occurred) Reverse time switchers (people who leave because of the event)
34
What are the solutions to overestimation
ignore local residents to impact estimates exclude time switchers and casual visitors consider costs and opportunity costs Sum up model (total economic impact= direct spending + indirect spending + induced spending (household level))
35
What are Mega events
Huge infrastructure costs Huge operating costs many estimates are grossly exaggerated, not considering the lack of spending elsewhere
36
What are intangible benefits
Psychic impact: emotional impact the community receives by hosting -may be used to justify subsidy to build infrastructure
37
What is the contingent valuation method
It is a survey methodology -respondents are asked their willingness to pay an increase in taxes to see increased public good
38
Examples of contingent valuation method in work
Pittsburgh Penguins in bankruptcy, residents of Pittsburgh willing to pay to keep team running
39
What are hard taxes
Burden falls on mot or all taxpayers Hard to implement because typically requires voter approval
40
What are Soft taxes
Hotel-motel (bed); rental cars; liquor or cigarette (sin); athlete Easier to levy because born by visitors or a small group
41
What are bonds
Long term debt instruments that allow local governments to borrow large sums in advance (are repayed over 15-30 yeard to limit a large tax increase)
42
How do governments collect hard taxes
-primary source of revenue -other taxes might reduce tax base (move out and find better tax rate) -Property is immobile so easier to tax -ability to pay (fancy property, higher taxes) -A benefit tax (snow removal, sewage) -Can appeal assesment
43
What are general sales tax
GST The greater the area covered by the tax the more revenues generated, and the greater dispersion of the tax burden
44
What are soft taxes
places burden on smaller group (targeted at non-residents) Tourist taxes (hotel and car rental tax) Toured will benefit from infrastructure development, unpredictable tourism can fluctuate
45
Jock taxes
visiting players pay a tax for work done, defined in terms of duty days, visiting NHL players in alberta pay based on games played (discontinued)
46
How do we finance debt
city pledges to repay debt obligation interest costs are paid over length of the repayment period payments are spread out to reduce the annual tax burden equitable to tax payers, some people may never use facility paid for it
47
How are bonds financed
Promise from borrower to pay lender a certain amount of money overtime with interest -a face value -a fixed rate of interest -a maturity date (when bond must be repaid in full)
48
What is a serial retirement schedule
bonds are sequenced with different maturity dates, so that several bonds get paid off over time (maturity date should neer be longer than the life of project)
49
What are general obligation bonds
unconditional promise to repay debt secured through property taxes Limit on the amount the government can borrow Come with a low interest rate Must get approval from a referendum
50
What are certificates of obligation
Do not require voter approval unconditional promise to repay a public hearing is announced electorate can request a hearing done when investment is needed quickly or doubts
51
What is nonguaranteed debt
used due to resistance towards guaranteed debt Voter approval is not required Does not affect govt debt ceiling those benefitting for the project pay for it government will make up for any shortfall as it could damage cities reputation in investment markets
52
What are revenue bonds
revenues from the facility's user pay, pay off debt no vote required does not affect debt ceiling higher interest rate can only use facilities that turn a profit may result in higher user fees (Kidstrong)
53
What are certificates of participation
Intermediate organizations sell a COP to financial institutions FI delivers funds to IO IO pays builders to construct facility using COP funds IO signs lease with Facility operator FO pays lease fees so IO can conver debt charges on COP when debt is paid off, title usually transfers to FO
54
What is tax increment financing
facilitates urban development increase taxes in redeveloped area used to service debt on the development tax increment bonds secured by increase in property tax TIF exist for a set amount of time (think of ice district)
55
Advantages of Tax increment funding
no tax increase required when TIF is dissolved city receives additional tax revenues
56
Disadvantages of Tax Increment funding
Incremental increases in tax to service debt risk that development will not occur at an anticipated rate
57
Community Revitalization Levy
proposed to fund a part of new arena development in edmonton
58
What are private placement bonds
Private entity that pladges the revenues from the lease/income wll pay off the debt Dairy queen in a rec center basically (nothing says healthy living like [dan flipping a blizzard])
59
Asset backed securitization
Naming rights, concession contracts, corporate sponsorship deals Future cash flows from these sources essentially 'sold' to investors
60
What is Tort
a private or civil wrong against a person , to property, or to one's reputation
61
What is risk
The chance of injury to members or participants, property that you may be responsible for (Loss/damage)
62
What is Risk management
reducing the chances of injury, damage or loss, by taking steps to identify, measure, or control risks
63
What is negligence
"behaviour or action which falls below a reasonable standard of care"
64
What is Liability
when a person or organization is responsible for negligent conduct, which results in compensation (an unreasonable risk)
65
The four elements of Negligence
1 Duty: responsibility to protect from risk 2 The act: whether or not there is a breach of duty 3 Cause: was the breach the cause of harm 4 Damage: has damage occurred
66
Doctrine of Respondent Superior
Where an employer is liable for the negligence of an employee -not liable where employee acts outside the scope of his or her authority responsibility -gross negligence
67
Good Smaritan laws
Where a citizen assists an injured party "out of the goodness if their heart" and not due to any duty of care owed Protected from negligence but not gross negligence
68
What is governmental immunity
Some public institutions are protected from certain negligent acts
69
What is standard of care
an exception that an individual will act according to the standards of.a profession
70
Primary assumption of risk (3)
1 participation is free and voluntary 2 individual consents to risks inherent in the activity, and integral to activity 3 Knowledge of the activity (risk can be implied or expressed in waiver or informed consent)
71
Reasonable vs Unreasonable risk
Injury due to activity in the event vs Injury due to fan attacking player at event
72
Secondary Assumption of risk (2)
The persons behaviour contributes to injury failure to heed warnings
73
What are warnings and participation forms
1. obvious and direct 2. specific to the risk 3. Understandable by party being warned 4. Located at point of hazard, or appropriate time
74
How is risk managed in sports
PA includes elements of risks not about eliminating risk but reducing risk management should not change the nature of activity risk management is a responsibility of everyone
75
What are intentional Torts
Disturbance of intangible interests: invasion of privacy and defamation Interference with person: Partcipant vs Participant Criminal assault and Battery Hazing
76
What are emploment torts
Negligent hiring: need criminal background check Negligent supervisor: cant ignore employees Negligent detention: must discharge unfit employee
77
First phase of risk management
1. Analysis and control -avoidance -transference (shift liability) -retention (accept risks and costs) -Reduction (reduce exposure to risk )
78
Second Phase of Risk management
Statements of policy (types of insurance; travel restrictions)
79
Third Phase of Risk management
Operational practices and procedures
80
Fourth Phase of Risk management
Implementation of a plan -risk manager -employee involvement -Manual -information system -public relations -monitoring
81
What is nexus
The core centre of a connection between two or more things (sport and media are not two industries that come together)
82
What is programming input
Sports viewed as programming that can break through advertisement (will go out of way to watch game)
83
Who pays who in sports programming
advertizers pay slot fees to media providers, and media providers pay rights fees to sports teams events and leagues
84
What are the four elements of mass media
Commerical: profit driven Audience: large heterogenous, anonymous Content: words sounds images Organization: the source of content
85
What are the three research perspectives on mass media
Practice: decision making and production Text: the form of the product (stream/newspaper) Audience: who consumes the product
86
What is media Convergence
a buzzword (clickbait) Transportation of sports media no longer remains specific to TV or to internet (checking stats during a game)
87
How does sports benefit the newspaper
Safe ideological content promotes civic boosterism Allows newspaper to contribute to civic identity
88
What are the four types of sports news
Hard news: records, events, points Soft news: scoops and exclusive (interviews) Orthodox rhetoric: journal opinion becomes news Reflexive analysis: critical
89
Different types of televison codes
Camera angles or phrases phrases create a narrative connection A way of watching becomes THE WAY of watching
90
Why are sports important to broadcasters(good final question)
Ratings: percent of households tuned into a program Share: percent of TV households w/sets in use at time 1. advertising and program sponsorship revenue 2. driving subscription penetration (add-ons) 3. public-service obligation (free nil)
91
What are the 3 different values systems
Public looking for what makes something a great place to live Private looking for financial returns Potential for friction and frustration
92
What are the different constraints of the value system
Public: slower process, all must be considered Private: entrepreneurial, and fast acting Public investment in private economy Government give land to promote private development Priming the pump (give jobs, spring villages around railways)
93
What the incentives for the Private sector to work with the public sector
Access to land Low-cost development capital (govt can borrow money at a lower cost) Zoning and permits Tax incentives
94
What are the incentives for the public to work with the private sector
Management expertise reduced labor costs adaptability to scale of service reduced liability risks(responsible of private sector insurance)
95
What is public sector leasing
Public entity owns facility and leases to a private party -buyout clauses -conditions
96
Leaseback arrangements
Public leases back from commercial sector -can access equipment without up-front $$$ -construction borne by private sector
97
What are public sector takeovers
Public takes over private facility no opportunities for private development allow public purchase of asset at a greatly reduced prices
98
What are private sector takeovers
Allows public to pass on burden of operations Think of skydome
99
What is private sector pump-priming
Developer encourages public expenditure so facility drives up demand and property values (golfcourse by houses)
100
What is expansion of existing public facilities
Private business invests $$ for renovations, improvements, or expansion ensure construction is up to agency standards
101
What are multiparty arrangements
Quasi-government agency created to govern partnership (special authority or commission)
102
What are spectators
Attend events
103
What are viewers
watch through other forms of media
104
What are competitors
engage in the competitive sport
105
what are Fitness Participants
engage in activities for fitness reasons
106
What are nature participants
enjoy being outside, nature & wellness
107
What is social identity
a persons concept of self (want to maintain a good social image) seek approval, in-group members are similar and out-group as different
108
What are the determinants of demand
consumer preferences income price of the good "income effect": substitute purchases price of other goods
109
What is the consumer theory model of attendance
Consumer preferences Economic determinants quality of viewing contest characteristics supply capacity
110
Motives for watching sports on TV
Fanship (competition) Learning (learn the sport) Release (let off steam) Companionship (with friends) Filler (fill spare time)
111
What are the types of loyalty
Player Team League Sport
112
Temporary fan motivation
bandwaggon jumpers time constrained Basking in reflected glory Cutting off reflected failure
113
Local fan motivation
Identifies with geographic area devotion leaves with displacement
114
Devoted fan motivation
increased degree of attachment a closer part of sense of self not entire personality
115
Fanatical fan motivation
man cave fan is an important part of self-identification beyond normal devoted fan behaviour is accepted by significant others
116
Dysfunctional fan motivation
primary method of self-identification may engage in violent or destructive behaviour interferes with normal life
117
What is sensation seeking (Zuckerman)
thrill seeking experience seeking disinhibition bored easily
118
Marginal revenue product theory
how your performance increases profit
119
Issues with fan support and ticket prices
increased prices due to increased salaries 1. MP increases (they become more productive) 2. Fans increases willingness to pay FANS DRIVE PLAYERS SALARIES
120
Issues with allegiance
social identities and group norms purchase intentions brand loyalty brand communities (coke vs pepsi)
121
What are the canada and us differences in hockey
US has a positive impact of fighting in hockey Canadian fans value a quality opponent US fans turn out to see best players, Canada turns out to see best team
122
Issues with gender differences in sports
men prefer combative sports women like to identify as sports fans, but it is not a part of self-identity men spend more time yapping about sports
123
Issues with displacement
fans feeling left out of the process marginalization of traditional fans seeking new fans at expense of established fans corporatization of the entertainment product conspicuous consumptions (diehard fans are being priced out)
124

KRLS 105 (2 decks)

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