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sports marketing

Questions and Answers of Sports Marketing

2. Pick one of the sports at your college. Describe an experiential marketing program that could be used by the sport. Before you decide on the experiential marketing program, which of the objectives
3. When developing experiential marketing programs, which do you consider to be more important: extrinsic or intrinsic rewards? Why? Describe the types of extrinsic and intrinsic rewards that would
4. Suppose a golf course in your area would like to use experiential marketing to attract new golfers. Propose an experiential marketing program that could be used. Discuss the various types of
5. Pick a professional sports team that is located near you. Describe how the professional team could use the four Es of experiential marketing to design experiential marketing programs.Describe an
6. Examine the four Es of experiential marketing in Figure 8.6. Discuss each one in terms of your personal experiences. Which ones are most effective at getting you to participate?Why?
7. How important is the physical facility, or sportscape, in your attendance at sporting events?Describe a sportscape that you like and is well designed. Why do you like it? Describe a sportscape
8. Examine the sportscape factors listed in Figure 8.7. List them in the order of importance to you, in terms of fan satisfaction. Discuss why you listed them in that particular order.
9. How important is it for a sponsorship to develop experiential marketing elements? As a consumer, do a sponsor’s experiential marketing tactics impact your attitude toward the sponsor? Why or why
10. Using the design considerations listed in Figure 8.9, design an experiential marketing event for a sports property by answering each of the questions listed. Pick either a sports team that is
1. Which kind (or kinds) of experiences discussed in the section “The Four Es of Experiential Marketing” should Topgolf focus on creating? Justify your answer.
2. How could Topgolf use experiential marketing to differentiate the brand among sports entertainment offerings?Explain your position.
3. How could Topgolf utilize experiences as rewards for patronage or loyalty? Propose an experience offered to its Platinum members that rewards their patronage and could encourage others to become
4. Fantasy activation is a strategy for sponsors to leverage their association with a property. Propose a fantasy activation experience that Topgolf could pitch to a prospective sponsor for its
1. Describe the features and benefits of integrated marketing communications(IMC)
2. Differentiate between pull and push marketing strategies
3. Describe the five steps of the brand communication planning process
4. Explain the principles and steps of the hierarchy of effects model for sports brands
1. What is integrated marketing communications?
2. Why is integrated marketing communications important for sports brands?
3. What is the difference between a pull and a push strategy?
4. Identify the five steps in brand communications planning.
5. Describe the four criteria of good objectives.
6. What is the difference between communication objectives and behavioral objectives?
7. Identify tactics that can be used to support communication objectives.
8. Identify tactics that can be used to support behavioral objectives.
9. Why is it important to have both communication and behavioral objectives in an IMC plan?
10. Describe the relationship between objectives, strategies, and tactics.
11. What are the four methods of setting IMC budgets? Describe each method.
12. Identify and describe the three approaches to planning the timing of marketing communications.
13. What are the seven stages in the hierarchy of effects model for sports brands?
14. Which stages of the hierarchy of effects model match the process of consumers moving through the three stages of thinking, feeling, and doing?
15. What is customer lifetime value (CLV) and why is it important?
1. Search online to locate a local golf course. Suppose you have been asked to develop a membership campaign for the golf course. Would you use a pull, push strategy, or dual strategy? Why?
2. You have been asked to market the women’s volleyball team of your university or a nearby school. Identify a target audience then write two objectives, one communication objective, and one
3. Timing of communications involves three different schedules: continuous, flighting, and pulsating. For each, describe a sport or team that would use that type of scheduling.
4. Consider the thinking–feeling–doing stages that consumers go through before making a purchase. Locate three different sports-related ads that illustrate these concepts, one for each stage.
5. Suppose you have been asked by your local university to help promote the men’s basketball program. Go through each of the seven steps outlined in Figure 9.11 for the hierarchy of effects model
6. Because of limited time and financial resources, sports fans must make choices on the level of involvement with various sports and teams. Review the hierarchy model for sports brands in Figure
7. Because of limited time and financial resources, sports fans must make choices on the level of involvement with various sports and teams. Review the hierarchy model for sports brands in Figure
8. Because of limited time and financial resources, sports fans must make choices on the level of involvement with various sports and teams. Review the hierarchy model for sports brands in Figure
1. Examine the list of communication approaches in Figure 9.3 that can be used with pull strategies. Which components would be most effective? Describe an IMC program that would build awareness of
2. Review Figure 9.8, the relationship between objectives, strategy, and tactics. Develop a similar table for K-Swiss in marketing one of the following product lines:a. Tennis shoes to tennis amateur
3. Which type of budget timetable (continuous, flighting, or pulsating) should be used for the tennis market? Why? Which type should be used for marketing lifestyle shoes to the teen market? Why?
4. K-Swiss differs from many athletic shoe companies in that it does not spend heavily on athlete endorsers to promote or develop shoes. Should K-Swiss continue to take this position, or should it
5. Consider the hierarchy of effects model for sports brands in relation to K-Swiss. For each of the seven steps, discuss what types of communication channels can be used to influence the audience at
1. Compare and contrast exposure and engagement strategies
2. Discuss the strengths and limitations of marketer-controlled communications channels
3. Describe the steps of the personal selling process
4. Discuss direct response marketing benefits and methods
5. Discuss the role of consumer-controlled communications channels in marketing
1. Explain the difference between exposure and engagement.
2. What marketing tools are suited for building exposure?
3. What marketing tools are suited for building engagement?
4. Selection of the appropriate channels depends on what three criteria?
5. What is the difference between marketer-controlled channels and consumer-controlled channels?
6. What channels are classified as being marketer-controlled?
7. Identify the media channels that can be used for advertising a sports property.
8. What forms of television advertising are available and what are the basic characteristics of each?
9. What are the advantages and disadvantages of using radio?
10. What are the advantages and disadvantages of using newspapers?
11. How can outdoor advertising be used by a sports brand?
12. What are the two types of sales promotions? Explain how each can be used.
13. What is public relations? How can it be used by marketers to promote a sports brand?
14. How can a sales force be an effective tool for building engagement and encouraging action?
15. What are the various forms of direct response marketing that can be used by a sports property?
16. Why is direct response marketing attractive to sports marketers?
17. What is digital advertising? How can it be used by sports marketers?
18. What is meant by consumer-controlled channels?
19. How can a sports brand use social networking platforms even though they are consumer-controlled?
20. How can online communities be used to build a sports brand?
21. What is the marketer’s role in consumer-controlled channels?
1. Review the various promotions identified in the opening vignette about minor league baseball. Evaluate each promotion in terms of its feasibility for your area. If you do not have a minor league
2. Look through the various marketing tools available to build exposure in Figure 10.2.Suppose you are the marketing director for a minor league baseball team in your area. If you only have the
3. Look through the various marketing tools available to build engagement in Figure 10.3.Suppose you are the marketing director for a minor league hockey team in your area. If you only have the
4. Would you agree that social media has become an effective means of building engagement between fans and a sports property? Why or why not? Do you personally use social media, if so how? If not,
5. Examine the marketer-controlled communications channels listed in Figure 10.5. For your college’s sports, rank the various channels in terms of most useful to least useful in building a strong
6. Refer back to the opening vignette about minor league baseball. If you were the marketing manager for a local minor league team, how would you utilize the various media advertising channels of
7. Pick a professional sports team (major league or minor league). Discuss how the team uses sales promotions. Does it use risk-reducing incentives or value-added incentives, or both? What are the
8. Refer back to the opening vignette about minor league baseball. If you were the marketing manager for the local minor league team and only had the budget to hire one salesperson, how would you use
9. Discuss the benefits of direct response advertising. Is it being used at your college to promote the athletic program and various sports? Why or why not? Assume the university asked you to develop
10. Examine the digital advertising strategies shown in Figure 10.17. Discuss each in terms of your personal experience. If possible, center the discussions around sports.
11. What are your thoughts about sports teams using behavioral targeting, geotargeting, and remarketing? Do you believe these techniques are an invasion of privacy? Why or why not?
12. Social networking platforms and online communities can be valuable tools to marketers for building brand awareness and engagement. Does the athletic department at your school utilize either? Why
13. Go to the internet and find an example of a sports-related banner ad. Provide a screenshot of the ad. Is the ad designed to expose people to the brand or to engage them? Explain why. Do you think
14. Access a search engine and type into the search bar some type of sports-related search term. Look at the paid search results (those results noted as being an ad). Which ones are related to
15. Go to the internet and access a sports-related website that has at least one sales promotion on the page. Take a screenshot of the sales promotion. Discuss if it is designed to reduce purchase
1. Conduct research into the features of WhatsApp for Business. Identify three features you believe would have the most relevance for Churchill Downs. Explain why each feature would be relevant to
2. You propose to the marketing director that Churchill Downs add a WhatsApp presence for customer service and e-commerce purposes. The marketing director resists, saying the organization already has
3. Another concern raised by your marketing manager concerning the adoption of WhatsApp is utilizing chatbots for responding to customers instead of person-to-person interactions. Conduct research
4. In addition to Churchill Downs holding its signature race the first Saturday of May each year, there is a racing schedule throughout much of the year, simulcasts of racing events from other
1. Discuss the methods, characteristics, and growth of sports sponsorships
2. Explain how corporate sponsors benefit from sponsorship investments
3. Describe the steps of effective sponsorship management
4. Identify reasons that sponsorships end.
1. Describe the various types and levels of sponsorships.
2. What are the distinguishing characteristics of sponsorship?
3. Identify the three strengths of sponsorship that have led to its growth.
4. What is the difference between reach and targeted reach?
5. Identify the primary values provided by sponsorship.
6. Explain the concept of image transfer in terms of sponsorship.

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