Sports Marketing Final Exam Study Guide 2022 with complete solution
Promotion >>>>all forms of communication to consumers
- Advertising
- Personal Selling
- Sales Promotion
- Public or Community relations
- Spo
...
Sports Marketing Final Exam Study Guide 2022 with complete solution
Promotion >>>>all forms of communication to consumers
- Advertising
- Personal Selling
- Sales Promotion
- Public or Community relations
- Sponsorship >>>>Promotional mix elements:
advertising >>>>a form of one way mass communication about a product, service, or idea, paid for by an identified sponsor
personal selling >>>>an interactive form of interpersonal communication designed to build customer relationships and produce sales or sports products, services, or ideas
sales promotion >>>>short term incentives usually designed to stimulate immediate demand for sports products or services
public relations >>>>evaluation of public attitudes, identification of areas within the organization in which the sports population may be interested, and building of a good "image" in the community
sponsorship >>>>investing in a sports entity (athlete, league, team, event) to support overall organizational objectives, marketing goals, and more specific promotional objectives
communication >>>>the process of establishing a commonness of thought between the sender and the receiver
elements in the communications process >>>>-sender
-encoding
-message
-medium
-decoding
-receiver
-feedback
-noise
source >>>>the ________ of the message is where the communication process always originates (usually a star athlete)
credibility >>>>the source's perceived expertise and trustworthiness
match-up hypothesis >>>>states that the more congruent the image of the endorser with the image of the product being promoted, the more effective the message
Encoding >>>>translating the sender's thoughts or ideas into a message
message >>>>refers to the exact content of the words and symbols to be transmitted to the receiver
emotional versus rational appeal >>>>attempting to make consumers feel a certain way about a product, or providing information so consumers can make an analytical decision
comparative messages >>>>refer to directly or indirectly comparing your sports product with one or more competitive products in a promotional message
medium >>>>a communications channel, such as TV, radio, newspapers, signage, billboards, web sites, and so on
decoding >>>>the interpretation of the message sent by the source through the channel
receiver >>>>the object of the source's message
feedback >>>>the response a target audience makes to a message
noise >>>>interference in the communication process
promotional planning >>>>4 phases-
1- identifying target market considerations
2- setting promotional objectives
3- determining the promotional budget
4- developing the promotional mix
[Show More]
