Chapter 4 Marketing Products and Services Through Sports

Chapter Overview 4.1 Using Sports to Market Products 4.2 Sponsorship 4.3 Promotion 4.4 Endorsements

Lesson 4.1 Using Sports to Market Products

Market Audience Size Mil Golfers, 152 Billion spending by sports advertisers 1992-______ Hours of sports on TV If you want to see the team, game, or athlete, you have to see the _______

Emotional Ties

New Market Power Women make up ______ of all purchasing decisions _______ have larger portion of promotion and endorsement dollars

Marketing Theory Co. buys rights to advertise during a game/use a ____ on products it makes. TV/Radio networks sell __________ time to teams and their sponsors. _______ buy the rights to host teams; must sell this idea to the taxpayers. ________ buys the products advertised during the game.

Lesson 4.2 Sponsorship

What is a Sponsor? Person, organization, or business that ____ money or _______ p/s to another person, organization or event in exchange for ________ recognition.

Reasons for Sponsorship Inc. _______ Introduce ___ p/s Compete where potential customers are in 1 place Identified with an __________ Earn ________ Show commitment Enter new market ________ clients, employee,potential customers Enhance co. image

Niche Marketing Researching a ____ market to determine what a small group of people will buy. Men and Women in different ______ groups ; 25-34; __________ #1 for most loyal fans. Young Men most sought after. X-Games, Gravity Games.

Can You Sponsor Anything? _________ Sports: niche marketing whose participants are passionate about their sports. Ex???? Loss of Sponsors: _______ and _________ bans and Ad blackouts.

Lesson 4.3 Promotion

All About Promotion Publicizing or advertising a p/s or event with the goal of _________ it. Purpose: Make the consumer ________ the product. Goal: Inc. sales/attendance through __________. Objective: Earn $$$$$$

Promotion Plan _________ Selling Advertising Publicity Sales __________

Personal Selling In-person, face-to-face ___________ between a seller and a customer. Advantage: Overcome __________ on the part of the consumer Seller must be _________ with the product and must want to sell it.

Advertising Publicity ____ communication between product maker or seller and the audience or customer. Clearly explain the _______ of product. Can occur _______. ____ notice about a p/s or event. Articles, sound bites Keeping your name, event, organization in public view.

Sales Promotion Any action or communication that _________ a consumer to buy a product. Limited memberships, giveaways, ________, free samples.

Lesson 4.4 Endorsements

What is an Endorsement? Person’s public ___________ of approval or support for a p/s. ____________ tool rather than form of _____________. Legal restrictions on endorsements listed on page 90.

Athlete Endorsements Advantages Buy if endorsed by celebrities Less likely to turn off commercial with celebrity Tend to ________ the celebrities Disadvantages Very ________ May not agree to endorse only _____ product Risk of negative publicity

Should They Speak Out? Dennis Rodman? Controversial for all? Is there a ________ obligation to speak out on issues? Tiger Woods and Nike for worker _____________?

What To Look For? Positive, charismatic, _________ image, respected by consumers Celebrity most consumers _____ Celebrity whose career is in _______ Presents few risks Has a ___________ relationship with product