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Kin 151 Sport and Fitness Marketing > midterm 3 > Flashcards

midterm 3 Flashcards

(75 cards)

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1
Q

largest sponsorship category

A

sport industry

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2
Q

relationship sport sponsoship spending in north america

A

constantly increasing

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3
Q

promotional licensing

A

umbrella term that encompasses sponsorship

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4
Q

licensing

A

practice where marketer contract with other companies to use brand, name, logo, symbol

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5
Q

how do organizations sell their logoed merchandise

A

by taken advantage of their brand strength

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6
Q

how does sponsor benefit from partnership

A

receiving right to associate with sport entitiy

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7
Q

sport entity

A

sport team, event, …

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8
Q

how does sport entity benfit from partnership

A

supllied monetary support or product

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9
Q

provision and sponsorship

A

right to use logo, name, trademark, graphic representation
right to use various phrass (official sponsor, offical supplier, official product…)
right to use purchasers product or service in conjunction with event
right of entitlement of an event or facility
right to conduct certain promotion activities together with sponsorship agreement

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10
Q

what does sport sponsorship need to offer

A

high level of exposure without competitionand clutter of traditional advertising

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11
Q

how does sponsorship communicate a company´s message

A

in a new, differe, less commercialized form

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12
Q

exclusive sponsorship

A

practiced by the International Olympic Committee

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13
Q

under what name does the IOC practice exclusive sponsorship

A

The Olympic Partners (TOP) Programme

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14
Q

publicity

A

sponsored product (athlete, league…)is required to credit sponsor

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15
Q

what do sponsorship adds dimension to

A

product audience communication

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16
Q

what can experiences caused by product audience communication created do

A 
appeal to all senses
encourage fan participation and feedback
provde opportunity for sampling and merch
cnvey drama in sport
experiences can be as memorable as event
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17
Q

corporate objectives of organizations related to sponsorship

A 
increasing awareness
reaching target market
relationship marketing
image building
sales increase
competition
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18
Q

basic objective of any sponsor

A

to increase awareness in short period

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19
Q

reaching target markets

A

one of primary objective of sponsorship program

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20
Q

unique features of sponsorship

A

ability to reach consumers with similar activities, interests and opinions (AIOs) - raching target market

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21
Q

relationship marketing

A

buildinglong-term relationship with customer and beneficial partners
to gain unique opportunities of hospitality and entertainment

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22
Q

what is the most important reason for sponsorship of a sports entity

A

maintain or build an image

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23
Q

image building

A

two-way street for organization and sport entity

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24
Q

The match-up hypothesis

A

The closer the image of the endorser is with the image of the product, the more effective the message

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25
competition
to meet competetive threats | sponsoring company is still harmed by competitior
26
competetive threats
exclusivity publicity heigtened communication
27
ambush marketing
planned effort to be associate indirectly with an event to gain at least some of the recognition and benefits that are associated with being an official sponsor
28
heightened communication
Sponsorship adds dimension to the product-audience communication
29
What does social media help with
to meet our marketing perspective
30
What is social media
conversation amongst consumers of information
31
Where is social medias origin
city squares coffee shops social clubs
32
Forms of social media
chat rooms blogs MySpace, facebook, twitter….
33
Convergence (Annäherung) related to social media
utilizing multiple devices to access multiple streams of information in peak time Ability to consume and produce media
34
Passive social media consumer
consume without active production or interaction | “old school” media consumption
35
Active social media consumption
producer of content (blog entries, tweets, posts…)
36
Consumers position in social media
may oscillate between passivity and activity
37
What has new media led to
participatory culture
38
Participatory culture
production and consumption of information | development of active voice
39
How is social media used in sport context
brand/organizational communication | Brand/organizational development
40
Brand/organizational communication
score, stats, highlights
41
Brand/organizational development
promotional activity, community outreach actions
42
What has participatory culture lead to
personal communication
43
Personal communication
brand -> fans Fans -> brand Brand -> brand Fan -> fan
44
Interesting social media and sport marketing context
LA Kings´ innovative and influential social media usage, changed the way sport organizations utilized social media in one tweet
45
marketing implications of Vancouver tweet
adapted what was considered appropriate for team´s official social media presence
46
relationship marketing (not sponsorship)
communication between team and other entities, develops relationship
47
brand community
serves to extend the community of fans
48
Anthropomorphization of the brand
allows brand to display lifelike qualities | Development of brand personality (sharky, comical)
49
Marketing communications tool
promotion of certain brand image | Increased viewership may enhance brand recall leading to brand equity
50
What is a brand
name, term, design, symbol that identifies a seller´s good or service as distinct from other sellers
51
What is the purpose of a brand
transform a generic product into a product with an image, from generic to specific
52
What does differentiation do
add value to a product
53
What does the branding concept include
brand name, brand mark, trademark
54
Brand name
element of the brand that can be vocalized (Word mark)
55
Trademark
brand name or brand mark that is legally registered
56
Brand mark
element of brand that cannot be spoken (Logo)
57
Why is branding important
encourages awareness
58
What do brand awareness and brand association contribute to
brand equity
59
Brand equity
value associated with a brand
60
Spectator based brand equity
3 stages (antecedents, spectator-based brand equity, consequences)
61
Antecedents of spectator based brand equity
``` organization induced (marketing mix, seven Ps) Market induced (work of mouth, publicity) Experience induced (consumer experience) ```
62
Spectator based brand equity stage
brand awareness, brand association
63
Consequences of spectator based brand equity
team loyalty, media exposure, merchandise sales, ticket sales, revenue solicitation
64
Brand awareness
refers to strength of a brand´s presence in consumer´s mind | Familiarity of consumers with team or product
65
What can brand awareness be broke down to
brand recognition | Brand recall
66
Brand recognition
consumer´s ability to confirm prior exposure to the brand when given the brand as a cue Logo -> brand name
67
Brand recall
consumer´s ability to retrieve the brand from memory when given the product category or situation as a cure NFL teams -> oilers
68
What do brand association vary by
strength, favorability, and uniqueness
69
What can brand association be separated in
brand performance | Brand imagery
70
Brand performance
functional aspect of a product | Primary characteristics, product reliability, effectiveness….
71
Brand imagery
extrinsic properties of a product | Symbolic meaning
72
Associative network memory modeling
nodes are linked in consumer´s mind | Links vary in terms of strength
73
When are brand associations triggered
when thinking about through a “spreading activation” of other nodes through the links connecting them
74
Team brand association scale (TBAS)
measures consumers´ brand association with a particular team
75
what does team brand association scale include
commitment, concessions, rivalry, team play, history, success, stadium….

Kin 151 Sport and Fitness Marketing (3 decks)

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