Copyright © 2014 by Sports Career Consulting, LLC

The Marketing Concept Marketing Applications The Marketing Concept LESSON 4.1 Marketing Applications The Marketing Concept The Marketing Concept A philosophy that a company’s success is ultimately dependent upon efficient identification of consumer needs and wants and the ability to satisfy them Copyright © 2014 by Sports Career Consulting, LLC

The Marketing Concept Why Is Marketing Important? LESSON 4.1 Marketing Applications The Marketing Concept Why Is Marketing Important? Financial success is a direct result of an organization’s ability to effectively market its products and services A business achieves profitability when they offer the goods and services that customers need and want at the right price Marketers strive to identify and understand all factors that influence consumer buying decisions Copyright © 2014 by Sports Career Consulting, LLC

Needs vs. Wants Marketing Applications LESSON 4.1 Marketing Applications Needs vs. Wants A need is something you have to have and that you cannot do without For example, we need food. Without eating, we cannot survive! A want is simply something you would like to have You might want a Nintendo Wii or tickets to an upcoming game, but you can survive without them Copyright © 2014 by Sports Career Consulting, LLC

The Exchange Process Marketing Applications LESSON 4.1 Marketing Applications The Exchange Process Must be at least two parties involved in process Some means of communication must be present between all parties Each party must be free to accept or decline offer Exchange Process: Marketing transaction in which the buyer provides something of value to the seller in return for goods and services that meet that buyer’s needs or wants Copyright © 2014 by Sports Career Consulting, LLC

Benefits of Marketing Marketing Applications LESSON 4.1 Marketing Applications Benefits of Marketing The marketing process serves many purposes and provides numerous benefits for the consumer The ability to add perceived value to goods and services Making the buying process easy and convenient for consumers Creating and maintaining reasonable prices Offering a variety of goods and services Increasing production Copyright © 2014 by Sports Career Consulting, LLC

The Marketing Mix: Marketing Applications The Marketing Mix: LESSON 4.2 Marketing Applications The Marketing Mix: The Marketing Mix: Consists of variables controlled by marketing professionals in an effort to satisfy the target market Copyright © 2014 by Sports Career Consulting, LLC

Product Price Place Promotion The Marketing Mix Marketing Applications LESSON 4.2 Marketing Applications The Marketing Mix Product Involves the goods, services, or ideas used to satisfy consumer needs Determined by what customers are willing to pay and production costs Price Involves the process of making the product available to the customer Place Involve how the goods or services are communicated to the consumer Promotion Copyright © 2014 by Sports Career Consulting, LLC

Discussion Topic How might the marketing mix apply to LESSON 4.2 Marketing Applications Discussion Topic How might the marketing mix apply to Wilson Sporting Good’s efforts to maximize sales of tennis racquets?

Target Markets Marketing Applications LESSON 4.3 Marketing Applications Target Markets A target market refers to people with a defining set of characteristics that set them apart as a group Copyright © 2014 by Sports Career Consulting, LLC

Target Markets Must Be: LESSON 4.3 Marketing Applications Target Markets Must Be: Sizeable: The overall size of the market Reachable: Ability for marketers to reach consumers Measurable: Ability to measure size, accessibility and overall purchasing power of the target market Behavioral: Marketers seek to find similar behaviors within each respective target market Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.3 Marketing Applications The Marketing Concept All organizations must have an understanding of their target market to create an effective marketing strategy that caters to their audience Copyright © 2014 by Sports Career Consulting, LLC

The Marketing Concept Marketing Applications LESSON 4.3 Marketing Applications The Marketing Concept Part of Coca-Cola’s marketing strategy is to target moms. As such, the soft drink giant rolled out a comprehensive marketing campaign tied to the 2012 Olympic Games based on the knowledge that the Olympics traditionally attract more female viewers than almost any other sporting event. Copyright © 2014 by Sports Career Consulting, LLC

Marketing Applications LESSON 4.3 Marketing Applications Niche Marketing Niche Marketing: Process of carving out a relatively tiny part of a market that has a very special need not currently being filled Niche Marketing offers a unique opportunity to consumers or one that has not been offered in the past Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.3 Marketing Applications Niche Marketing Cable television channels often seek niche audiences to appeal to specific target groups with a common set of interests, such as ESPN designing programming to appeal to sports fans Copyright © 2014 by Sports Career Consulting, LLC

Can you think of any examples? LESSON 4.3 Marketing Applications Niche Marketing - Discussion When a business sees a competitor enjoying success with a particular niche, often times the market can become flooded with other companies exploiting the same niche or another similar niche. Can you think of any examples? Copyright © 2014 by Sports Career Consulting, LLC

Marketing Applications LESSON 4.3 Marketing Applications Niche Marketing Lululemon Athletica is a Canadian retailer that distributes product in Canada and the United States. The company targets its branded yoga and fitness apparel to a niche consumer of female athletes. Copyright © 2014 by Sports Career Consulting, LLC

Marketing Applications LESSON 4.3 Marketing Applications Niche Marketing Lululemon, positioned as a high-end brand, has enjoyed explosive growth in the past several years (in 2012 they were named the 7th most valuable brand in Canada. On the heels of their success, Under Armour has introduced a new yoga line, Gap introduced its GapBodyFit line, Forever 21 began selling active wear and both Nordstrom and Target expanded their store branded women’s sportswear offerings (even lingerie company Victoria’s Secret now sells yoga pants). Copyright © 2014 by Sports Career Consulting, LLC

Marketing Applications LESSON 4.3 Marketing Applications Niche Marketing When Lululemon was forced to recall product in 2013 because they were see through when stretched, Under Armour (who has been targeting women as a key demographic for several years), responded by featuring the tag line "We've Got You Covered” on its Facebook page in an effort to drive customers to its site Click here for a story on dailyfinance.com to see how other competitors (including Nike, a new player in the yoga field) have responded Copyright © 2014 by Sports Career Consulting, LLC

Marketing Applications LESSON 4.3 Marketing Applications Niche Marketing As the running category continues to gain steam (sales of running shoes were up 14% in the last year), brands like Vibram and their “five finger shoes”, Fila with skeletoes, and Adidas with adiPURE (among others) have carved a niche with “minimalist” running shoes, designed to create a “barefoot” jogging experience while still providing protection for the feet Copyright © 2014 by Sports Career Consulting, LLC

Marketing Applications LESSON 4.3 Marketing Applications Copyright © 2014 by Sports Career Consulting, LLC

Marketing Applications LESSON 4.3 Marketing Applications Niche Marketing However, not all niche markets last. For the first quarter of 2013, sales were of the minimalist shoe were down 10% while motion control shoes were up 25% (another niche in the running category). Said Matt Powell in an interview on runnersworld.com, "It appears this fad is pretty much over." Copyright © 2014 by Sports Career Consulting, LLC

Market Segmentation the process of LESSON 4.4 Marketing Applications Market Segmentation the process of identifying groups of consumers based on their common needs Copyright © 2014 by Sports Career Consulting, LLC

Helps Companies To: Marketing Applications Understand consumer groups LESSON 4.4 Marketing Applications Market Segmentation Helps Companies To: Understand consumer groups Determine target markets Develop positioning strategies Customize products and marketing strategies Copyright © 2014 by Sports Career Consulting, LLC

Five Bases for Market Segmentation LESSON 4.4 Marketing Applications Five Bases for Market Segmentation 1) Demographic 2) Product 3) Psychographic 4) Benefits 5) Geographic Copyright © 2014 by Sports Career Consulting, LLC

Marketing Applications LESSON 4.4 Marketing Applications Demographic Psychographic Geographic CONSUMER Benefits Product Copyright © 2014 by Sports Career Consulting, LLC

Five Bases for Market Segmentation LESSON 4.4 Marketing Applications Five Bases for Market Segmentation Age Income Occupation Gender Education Demographic Segmentation: Focuses on information that can be measured Copyright © 2014 by Sports Career Consulting, LLC

Demographic Segmentation LESSON 4.4 Marketing Applications According to knowledgebase.com, the biggest demographic for the artist Shakira is 20-year old women According to knowledgebase.com, the biggest demographic for the artist Shakira is 20-year old women Demographic Segmentation According to knowledgebase.com, the biggest demographic for the artist Shakira is 20-year old women Copyright © 2014 by Sports Career Consulting, LLC

Demographic Segmentation LESSON 4.4 Marketing Applications Demographic Segmentation Since 2000, the number of NASCAR fans earning $100,000 or more has doubled from 7% to 16% of its fan base, and those with incomes of $50,000 or more has risen from 35% to 48% Copyright © 2014 by Sports Career Consulting, LLC

Demographic Segmentation LESSON 4.4 Marketing Applications Demographic Segmentation According to league data, the average household income for NHL fans is $104,000, highest of the four major sports with Major League Baseball ($96,200), the NBA ($96,000), and the NFL ($94,500) Copyright © 2014 by Sports Career Consulting, LLC

Demographic Segmentation LESSON 4.4 Marketing Applications Demographic Segmentation According to a report from Leichtman Research Group, 69% of households in the U.S. have at least one high definition television set, up from 17% in 2006 Copyright © 2014 by Sports Career Consulting, LLC

Demographic Segmentation LESSON 4.4 Marketing Applications Demographic Segmentation A survey by CNBC has found that half of all American households own at least one Apple device, and the average Apple-buying household has a total of three Copyright © 2014 by Sports Career Consulting, LLC

Demographic Segmentation LESSON 4.4 Marketing Applications Demographic Segmentation Target retail stores understand that 60% of their shoppers are women, likely playing a significant role in their decision to sponsor the 2014 ASAP Women’s Surfing Event In Maui Copyright © 2014 by Sports Career Consulting, LLC

Demographic Segmentation LESSON 4.4 Marketing Applications Demographic Segmentation Triple A baseball posts its demographic information online for prospective sponsors to review 40% of the fan base earns $46-75k per year 42% of the fan base has an Undergraduate Degree 91% of the fan base has a major credit card 69% of the fan base owns their own home Copyright © 2014 by Sports Career Consulting, LLC

Five Bases for Market Segmentation LESSON 4.4 Marketing Applications Five Bases for Market Segmentation Product Usage Segmentation: Reflects what products consumers use, how often they use them, and why Sports season ticket holders Theatre group ticket coordinators Copyright © 2014 by Sports Career Consulting, LLC

Five Bases for Market Segmentation LESSON 4.4 Marketing Applications Five Bases for Market Segmentation Sports Fans Music Lovers Individuals who enjoy attending live events Psychographic Segmentation: Grouping consumers based on personality traits and lifestyle Copyright © 2014 by Sports Career Consulting, LLC

Five Bases for Market Segmentation LESSON 4.4 Marketing Applications Five Bases for Market Segmentation Benefits Segmentation: Refers to a perceived value consumers receive from the product or service Season ticket holders enjoy additional “perks” such as exclusive invitations to pre-game chalk talks with the team’s coaches Copyright © 2014 by Sports Career Consulting, LLC

Important to Sports Marketers Because: LESSON 4.4 Marketing Applications Five Bases for Market Segmentation North, South, East and West Regions of the United States Urban and Rural areas of a particular state Geographic Segmentation: Dividing of markets into physical locations Important to Sports Marketers Because: Sports consumers are characteristically loyal to particular regions when making buying decisions Copyright © 2014 by Sports Career Consulting, LLC

Selecting multiple segments LESSON 4.4 Marketing Applications Selecting multiple segments Because many segments may be valid in helping marketers make decisions, marketers often choose to use several segments Ultimately, a decision is made based on what best fits the organization’s target market Copyright © 2014 by Sports Career Consulting, LLC

Positioning Marketing Applications LESSON 4.5 Marketing Applications Positioning Fixing company products in the Minds of Consumers All about “perception” Relative to competitor products Positioning: The fixing your sports or entertainment entity in the minds of consumers in the target market Copyright © 2014 by Sports Career Consulting, LLC

Positioning Marketing Applications LESSON 4.5 Marketing Applications Positioning Sports drinks (Gatorade as a performance beverage) Movie studios (Pixar as a leader in animated films) Entertainers (Will Ferrell as a comedic actor) Copyright © 2014 by Sports Career Consulting, LLC

Positioning is About Perception LESSON 4.5 Marketing Applications Positioning Positioning is About Perception Puma’s “Calling All Troublemakers” spot launched in 2014 (part of the brand’s new “Forever Faster” campaign) encourages fans to be more daring and push boundaries to achieve “danger, risk and potential fugitive status” in an effort to differentiate itself from Nike, Adidas and Under Armour as it continues its efforts to gain credibility and position itself as a legitimate performance apparel brand Copyright © 2014 by Sports Career Consulting, LLC

Positioning is About Perception LESSON 4.5 Marketing Applications Positioning Positioning is About Perception To drive the campaign and assist in their positioning effort, Puma partnered with athletes with “bad boy” reputations like Olympic champion Usain Bolt and soccer player Mario Balotelli Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.5 Marketing Applications Positioning Wheaties cereal has positioned itself as a brand affiliated with athletic performance and its slogan, “the breakfast of champions”, has remained since the brand’s introduction in 1924 Copyright © 2014 by Sports Career Consulting, LLC

Positioning Marketing Applications LESSON 4.5 Marketing Applications Positioning With sales declining, General Mills (parent company of the Wheaties brand) introduced a new spin off product aimed to take advantage of consumer perceptions of the Wheaties brand. General Mills developed three formulations of the cereal (dubbed Wheaties Fuel) with the help of a sports nutritionist and five world class athletes: the NFL's Peyton Manning, the NBA's Kevin Garnett, gold medal-winning decathlete Bryan Clay, the MLB's Albert Pujols, and triathlete Hunter Kemper. Copyright © 2014 by Sports Career Consulting, LLC

Marketing Applications LESSON 4.5 Marketing Applications High (variable one) Positioning Map: Products or services are grouped together on a positioning map where they are compared and contrasted in relation to one another Product B Product A High (variable two) Low (variable two) Product D Product C Low (variable one) http://www.marketingteacher.com/Lessons/lesson_positioning.htm Copyright © 2014 by Sports Career Consulting, LLC

Ticket Sales Positioning Map Marketing Applications High Price LESSON 4.5 Marketing Applications Ticket Sales Positioning Map High Price Luxury suite at an NFL game Lower level seats for Disney on Ice Client Entertaining Family Fun Club seats at an NBA game “Cheap Seats” at a minor league baseball game Night at the movies Low Price Copyright © 2014 by Sports Career Consulting, LLC

Marketing Applications LESSON 4.5 Marketing Applications High Price Courtside Seats Lower Level End Zones Lower Level Seats Upper Level Seats Mid/Upper Level Sidelines Top Row Corners Low Price Copyright © 2014 by Sports Career Consulting, LLC

Identify all possible competitive advantages LESSON 4.5 Marketing Applications Positioning Strategy Identify all possible competitive advantages 1) Products, services, channels, people or image can be sources of differentiation 2) Organizations often position their products relative to competitor Weaknesses (5-hour energy) Copyright © 2014 by Sports Career Consulting, LLC

Choose the right competitive advantage LESSON 4.5 Marketing Applications Positioning Strategy Choose the right competitive advantage How many differences to promote? Unique selling proposition (5-hour energy) Copyright © 2014 by Sports Career Consulting, LLC

Positioning Marketing Applications LESSON 4.5 Marketing Applications Positioning 5-hour Energy Drink focuses on its small packaging size and claims to provide a long lasting energy boost without the “usual jitters associated with energy drinks.” These purported features are intended to provide the competitive advantage necessary for distinguishing this energy drink from the many competitors on the market. Click here to view the latest endorsement from legendary pro athlete, Bo Jackson Copyright © 2014 by Sports Career Consulting, LLC

Positioning errors to avoid LESSON 4.5 Marketing Applications Positioning Strategy Positioning errors to avoid Which differences to promote? Are the differences legitimate? Copyright © 2014 by Sports Career Consulting, LLC

Positioning Marketing Applications LESSON 4.5 Marketing Applications Positioning Despite positioning their product in a highly successful manner, the makers of 5-hour energy were hit with a lawsuit in 2014 citing deceptive advertising charges Copyright © 2014 by Sports Career Consulting, LLC

Product Differentiation LESSON 4.5 Marketing Applications Product Differentiation Kentwool (a 168-year-old company known for selling upscale niche clothing) recently introduced a $25 pair of golf socks to the marketplace, positioning the product as “performance” apparel for the golf aficionado Product Differentiation: Refers to a positioning strategy that some firms use to distinguish their products from those of competitors Copyright © 2014 by Sports Career Consulting, LLC

Marketing Applications LESSON 4.5 Marketing Applications In an interview with CNBC’s Darren Rovell, Kentwool CEO Mark Kent explains: "Ninety-five percent of all socks are fashion based. Five percent are performance based. We basically set out to put ourselves in the top one percentile of that five percent to make the highest performing sock in any market segment. So to differentiate yourself you have to become in layman's terms the Ferrari of the market, you have to be the fastest car on the street or the best performing sock in the marketplace." Copyright © 2014 by Sports Career Consulting, LLC

Re-Positioning Marketing Applications LESSON 4.5 Marketing Applications Re-Positioning A private golf course may be suffering slumping membership sales. Management may choose to open up the course to the public, which will ultimately require a well planned re-positioning strategy Re-Positioning: A marketer’s plan for changing consumers’ perceptions of a brand in comparison to competing brands Copyright © 2014 by Sports Career Consulting, LLC

Re-Positioning Marketing Applications LESSON 4.5 Marketing Applications Re-Positioning Re-positioning involves identifying who the new target market is and a strategy for creating awareness and demand within that market Part of the re-positioning effort in this case would require sending a message to the target market that the club is affordable by public standards Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.5 Marketing Applications Re-Positioning Slogan might be “Enjoy the benefits of a private club at public course rates!” Copyright © 2014 by Sports Career Consulting, LLC

Re-Positioning Marketing Applications LESSON 4.5 Marketing Applications Re-Positioning The average age of a Major League Baseball fan is 44 years old, but the 18-24 age demographic is the target audience most sponsors and advertisers try to reach. To help reposition the brand as a product that would attract a younger demographic, MLB has focused on developing their “Fan Cave” program through integration of new, hip technology, a trendy location and relationships with unlikely partners like MTV2. Copyright © 2014 by Sports Career Consulting, LLC

Advertising Marketing Applications TV Commercials and infomercials LESSON 4.8 Marketing Applications Advertising TV Commercials and infomercials Print Advertisements Direct Mail Internet (banner ads, “pop up” ads, social media ads) Social Media Advertising: Any paid, non-personal form of communication by an identified company promoting goods and services. Copyright © 2014 by Sports Career Consulting, LLC

Why Advertise? Marketing Applications Effective communication LESSON 4.8 Marketing Applications Why Advertise? Effective communication Create awareness Create / Change image Associate a brand with feelings and emotion Precipitate behavior Establish / Maintain goodwill Assist in the increase in sales Copyright © 2014 by Sports Career Consulting, LLC

Types of Advertising Marketing Applications Print Media: LESSON 4.8 Marketing Applications Types of Advertising Print Media: Any written form of communication used to inform, persuade, or remind consumers about products or services offered Copyright © 2014 by Sports Career Consulting, LLC

Types of Advertising Marketing Applications Outdoor Advertising: LESSON 4.8 Marketing Applications Types of Advertising Outdoor Advertising: Includes any outdoor signs and billboards Offers a high level of visibility Provides 24-hour advertising Copyright © 2014 by Sports Career Consulting, LLC

Outdoor Advertising Marketing Applications LESSON 4.8 Marketing Applications Outdoor Advertising The elevator doors in hotels and business buildings can even be used for advertising Copyright © 2014 by Sports Career Consulting, LLC

Outdoor Advertising Marketing Applications LESSON 4.8 Copyright © 2014 by Sports Career Consulting, LLC

Types of Advertising Marketing Applications Mass Transit Advertising: LESSON 4.8 Marketing Applications Types of Advertising Mass Transit Advertising: Uses public transportation, such as buses, bus stands, taxicabs, and subways to post advertising messages Copyright © 2014 by Sports Career Consulting, LLC

Mass Transit Advertising LESSON 4.8 Marketing Applications Mass Transit Advertising Hops are a new single A minor league baseball team from Hillsboro, Oregon a suburb of Portland. Copyright © 2014 by Sports Career Consulting, LLC

Types of Advertising Marketing Applications Broadcast Media: LESSON 4.8 Marketing Applications Types of Advertising Broadcast Media: Any visual and/or auditory form of communication used to inform, persuade, or remind consumers about goods or services offered Copyright © 2014 by Sports Career Consulting, LLC

Types of Advertising Marketing Applications Radio Advertising: LESSON 4.8 Marketing Applications Types of Advertising Radio Advertising: Advertisers match their target market to a radio station that segments a particular market * Has the ability to reach a wide audience Copyright © 2014 by Sports Career Consulting, LLC

Types of Advertising Marketing Applications Television Advertising: LESSON 4.8 Marketing Applications Types of Advertising Television Advertising: Includes commercials and infomercials Is traditionally the most expensive form of broadcast media Copyright © 2014 by Sports Career Consulting, LLC

Television Advertising: LESSON 4.8 Marketing Applications Television Advertising: The fitness craze known as P90X relied on a carefully crafted TV infomercial strategy to build a $400 million-a-year empire. The franchise has been so successful that they released a third installment, P90X3, in 2014 Copyright © 2014 by Sports Career Consulting, LLC

Television Advertising: LESSON 4.8 Marketing Applications Television Advertising: Honda assistant VP-advertising Tom Peyton, whose company spends more than $600 million on U.S. television advertising annually and sponsors the Honda Classic golf tournament, the Rose Bowl's Rose Parade, and the NHL's Anaheim Ducks, recently told Ad Age: "There has to be a point where the price of sports properties on TV, the price of tickets for consumers to games, is truly affecting the amount of sports we can engage in — and the type of sports we engage in.” Copyright © 2014 by Sports Career Consulting, LLC

Types of Advertising Marketing Applications Online/Digital Media: LESSON 4.8 Marketing Applications Types of Advertising Online/Digital Media: Advertising through various digital media platforms * Banner ads, pop-ups etc. * Digital broadcasts * Social media channels (Facebook, Twitter, etc.) * Mobile Copyright © 2014 by Sports Career Consulting, LLC

Types of Advertising Marketing Applications LESSON 4.8 Marketing Applications Types of Advertising The $60 million in digital advertising sales earned by NBC through its online coverage of the London Games was three times what the network earned for the 2008 Games in Beijing (sales for the 2014 Winter Games in Sochi were slightly down from the 2012 Sumer Games in London to $50 million) Copyright © 2014 by Sports Career Consulting, LLC

Types of Advertising Marketing Applications Online/Digital Media LESSON 4.8 Marketing Applications Types of Advertising Online/Digital Media Copyright © 2014 by Sports Career Consulting, LLC

Types of Advertising Marketing Applications LESSON 4.8 Marketing Applications Types of Advertising “Specialty” Media (or Promotional Products): Includes “everyday” items displaying a company name or logo Examples include lanyards, calendars, pens, magnets, and coffee mugs Copyright © 2014 by Sports Career Consulting, LLC

Additional Forms of “Creative” Media: LESSON 4.8 Marketing Applications Types of Advertising Additional Forms of “Creative” Media: Marketers often use many other creative ways of communicating advertising messages to consumers Examples include: blimps (and other forms of aerial advertising, supermarket carts/bags, hot air balloons, and in-theater advertisements Copyright © 2014 by Sports Career Consulting, LLC

Types of Advertising Marketing Applications LESSON 4.8 Marketing Applications Types of Advertising In addition to the light rail advertisements, Adidas and the Portland Timbers prominently featured a number of advertisements through the Portland airport to celebrate the 2014 MLS All-Star game Copyright © 2014 by Sports Career Consulting, LLC

Marketing Applications LESSON 4.8 Marketing Applications In 2014, Boeing rolled out a Seattle Seahawks branded airplane, paying homage to the team’s famed “12th Man” shout out to fans. In the plane’s first flight, the aircraft carved the number “12″ in the sky over downtown Seattle Copyright © 2014 by Sports Career Consulting, LLC

Marketing Applications LESSON 4.8 Marketing Applications LSU Athletics took a unique advertising as part of a basketball campaign when they teamed with adverCar (a company that pays individuals to affix advertising messages to their personal vehicles), essentially paying fans to drive their message into local neighborhoods, shopping centers and commuter routes Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.8 Marketing Applications Advertising Agencies Advertising Agency: An organization that decides on and implements an advertising strategy for a customer Nike contracts the Wieden & Kennedy agency to manage and oversee some of their advertising campaigns Copyright © 2014 by Sports Career Consulting, LLC

Advertising Agencies Marketing Applications LESSON 4.8 Marketing Applications Advertising Agencies Wieden + Kennedy won an award at the 2012 Cannes Lions festival for its advertising spot featuring Carmelo Anthony, created for the Jordan Brand Copyright © 2014 by Sports Career Consulting, LLC

Advertising Agencies Marketing Applications LESSON 4.8 Marketing Applications Advertising Agencies Under mounting pressure and facing a potential lawsuit, the Washington Redskins enlisted the help of a PR professional to help make a decision as to whether the franchise should change the team nickname Copyright © 2014 by Sports Career Consulting, LLC 83

Why an Agency? Expertise Time constraints “Fresh” perspectives LESSON 4.8 Marketing Applications Why an Agency? Expertise Time constraints “Fresh” perspectives Access to athletes, celebrities, entertainers? Copyright © 2014 by Sports Career Consulting, LLC