1. CHAPTER 2: SPORTS AND ENTERTAINMENT
HISTORY OF SPORTS AND ENTERTAINMENT

2. I. A BRIEF HISTORY OF LEISURE
SPORTS AND ENTERTAINMENT ARE FOR ENJOYMENT
DISCRETIONARY INCOME-EXTRA
USED TO BE ONLY FOR THE WEALTHY
LABOR UNIONS HELPED IN ALLOWING FOR EVERYONE TO ENJOY
MORE AVAILABLE THRU TECHNOLOGY

3. A. ENTERTAINMENT FOR EVERYONE-
PUBLICE TRANSPORTATION ALLOWED FOR EVERYONE TO PARTICIPATE IN ENTERTAINMENT
1890’S TOMMY EDISON INVENTED THE KINETOSCOPE - VIEW PICTURES.

4. “THE JAZZ SINGER” WAS FIRST TALKING MOVIE IN 1927

5. CELEBRITIES- GREAT DEPRESSION
MARY PICKFORD: 1ST INTERNATIONAL STAR
BABE RUTH - SET WORLD RECORD THAT STOOD FOR DECADES
HOME RUNS – (BONDS 73 – 2001)
YANKEES WENT (154 TOTAL)
DETROIT PLAYED 161 GAMES IN 2015

6. C. TECHNOLOGY 1950’S AND BEYOND MEANT PEOPLE GREW UP W/ TVS
C. TECHNOLOGY 1950’S AND BEYOND MEANT PEOPLE GREW UP W/ TVS. THEATERS, RADIOS, DISNEYLAND, SPORTS AND MORE TIME AND MONEY FOR RECREATION

7. II. DEVELOPMENT OF SPORTS & ENTERTAINMENT MARKETING
SPORTS AND ENTERTAINMENT BOTH HAD KEY PLAYERS THAT STARTED THE INDUSTRY AS WE KNOW IT TODAY:

8. A. WILLIAM VEECK (1940’S)-OWNED CLEVELAND AND CHI. SOX.
DRAFTED FIRST AFRICAN-AMERICAN
SPORTS MARKETING INNOVATIONS
FIREWORKS, CONCESSIONS, ENTERTAINMENT
ADDED PROFIT TO THE SPORT

9. B. ADOLPH ZUKOR- FOUNDER OF PARAMOUNT PICTURES-1920’S
FIRST FILM PRODUCER TO DRAW BOX-OFFICE CROWDS AND OWN CHAIN OF THEATERS
CAPITALIZED ON APPEAL OF DRAMA STORIES AND POPL. STARS OF THE DAY

10. III. MARKETING TODAY
WITH MANY MEDIA VYING FOR CONSUMER ATTENTION, AN ORGANIZED STRATEGY THAT TARGETS SPECIFIC CONSUMERS TO SPECIFIC PRODUCTS IS ESSENTIAL
S & E MARKETING DIRECTS CONSUMERS TO S & E PRODUCTS!!

11. IV. SIMILARITIES IN MARKETING
SPORTS AND ENTERTAINMENT ARE CLOSELY RELATED, BUT ARE THEY THE SAME??
THE STATUS AND EXPOSURE OF SPORTS STARS ARE EQUAL TO THOSE OF HOLLYWOOD CELEBRITIES

12. A. CHANGES IN MARKETING- NEW TECHNOLOGIES HAVE BROADENED THE SCOPE AND REACH OF MARKETING MESSAGES, AND CAN BE ENTERTAINMENT PRODUCTS (Ipod, TV, DVD, VCR)

13. B. MARKETING SIMILARITIES- MARKETING PROFESSIONALS ARE SPLIT OVER WHETHER SPORTS AND ENTERTAINMENT PRODUCTS BELONG IN THE SAME CATEGORY.

14. PROFESSIONALS DO AGREE THAT THEY ARE MARKETED DIFFERENTLY THAN TRADITIONAL CONSUMER PRODUCTS. THEY ARE MARKETED DIFFERENTLY IN FOUR AREAS:

15. PRODUCT-
IN S & E THEY ARE OFTEN NOT PHYSICAL GOODS BUT PRESENTATIONS OR COMPETITIONS.
(ESPN-ZONE, DITKAS, TIGER WOODS)-ENDORSEMENTS-MUST MATCH PRODUCT W/ CORRECT CELEB

16. CORE VS. ANCILLARY PRODUCTS- CORE IS THE MAIN EVENT OR PRODUCT ANCILLARY IS A PRODUCT REALATED TO OR CREATED FROM THE CORE. (EX. THEME PARK BASED OFF MOVIE)

17. PLACE-
THE OCCASION APPEAL OF THE EVENT CONTRIBUTES TO THE ENTERTAINMENT VALUE. AFTER GOING TO THE EVENT FANS CAN THEN PURCHASE EVENT MEMORABELIA (INTERNET, SPECIALTY STORES)

18. PRICE-
PRICE IS SET AND ADHERED TO UNIFORMLY, BASED ON WHAT THEATERS AND SPORTS TEAMS CAN CHARGE-AND WHAT PEOPLE ARE WILLING TO PAY (COMP. IS BASED MORE ON SERVICE THAN PRICE)

19. PRICE PROBLEMS- STRIKES-ATHLETS AND CELEBS TICKET SCALPERS PIRACY
ROYALITIES

20. PROMOTION-
S & E USE 2 TOOLS TO PROMOTE
1. TIE-INS-USE OF ANCILLARY PRODUCTS SUCH AS MERCHANDISE
(MCDONALD’S HAPPY MEAL W/ DISNEY TOYS)
2. CROSS-PROMO-EXCLUSIVE INTERVIEWS, BOOK SIGNINGS, PRESS CONF., CHARITY WORK, MY SPACE

21. SYNERGY-
BIGGEST SIMILARITY BETWEEN SPORTS AND ENTERTAINMENT
CONVERGENCE AND CROSS-PROMO TO HELP DEVELOP A PRODUCT

22. V. RISK & RISK MANAGEMENT
THERE IS ALWAYS THE POTENTIAL FOR RISK
ILLENSS
INJURY
BAD PUBLICITY
GOOD MARKETING TAKES THIS INTO CONSIDERATION THRU-INSURANCE & CONTRACTS

23. VI. DIFFERENCES IN MARKETING
ENTERTAINMENT IS BASED ON CREATIVE IDEAS FASHIONED TO FIT A CERTAIN TARGET AUDIENCE
SPORTS IS BASED ON ATHLETIC ABILITY AND COMPETITION
THE DIFFERENCES IN THE 2 CAN BE FOUND IN 3 AREAS:

24. A. DIFFERENCES IN CONSUMER LOYALTY: SPORTS-TARGETING TO THE FANS- IT IS MORE COST EFFECTIVE TO KEEP FANS –WINNING TEAM ENTERTAINMENT-TRENDS, “WHAT’S HOT AND WHAT’S NOT” WINNING FORMULA

25. B. DIFFERENCES IN PRODUCT: SPORTS-CONSISTENCY /STABILITY
B. DIFFERENCES IN PRODUCT: SPORTS-CONSISTENCY /STABILITY. TEAM, EVENT, FACILITY ENTERTAINMENT- VARIABILITY/CHANGEABILITY. TREND OR FAD THAT SATISFIES THE AUDIENCE

26. C. DIFFERENCES IN REVENUE STREAM: SPORTS-NOT AS MUCH REVENUE UNLESS CHAMPIONSHIP-TICKETS, GAMES, JERSEYS ENTERTAINMENT-MANY ANCILLARY PRODUCTS.-GAME, SERIES, BOOK, MERCHANDISE, CLOTHING LINE