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Sports Marketing Final Exam _ EXAM WITH CORRECT ANSWERS.pd
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9/2/24, 9:13 PMSports Marketing Final Exam
Jeremiah
Terms in this set (90)
Promotion all forms of communication to consumers
- Advertising Promotional mix elements:
- Personal Selling
- Sales Promotion
- Public or Community relations
- Sponsorship
a form of one way mass communication about a product, service, or idea, paid for by
advertising
an identified sponsor
an interactive form of interpersonal communication designed to build customer
personal selling
relationships and produce sales or sports products, services, or ideas
short term incentives usually designed to stimulate immediate demand for sports
sales promotion
products or services
evaluation of public attitudes, identification of areas within the organization in which the
public relations
sports population may be interested, and building of a good "image" in the community
investing in a sports entity (athlete, league, team, event) to support overall
sponsorship
organizational objectives, marketing goals, and more specific promotional objectives
the process of establishing a commonness of thought between the sender and the
communication
receiver
-sender
-encoding
-message
-medium
elements in the communications process
-decoding
-receiver
-feedback
-noise
the _____ of the message is where the communication process always originates
source
(usually a star athlete)
credibility the source's perceived expertise and trustworthiness
1/5
, 9/2/24, 9:13 PM
states that the more congruent the image of the endorser with the image of the
match-up hypothesis
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
attempting to make consumers feel a certain way about a product, or providing
emotional versus rational appeal
information so consumers can make an analytical decision
refer to directly or indirectly comparing your sports product with one or more
comparative messages
competitive products in a promotional message
a communications channel, such as TV, radio, newspapers, signage, billboards, web
medium
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
4 phases-
1- identifying target market considerations
promotional planning 2- setting promotional objectives
3- determining the promotional budget
4- developing the promotional mix
during this planning phase, target markets have been identified, and promotion
target market considerations
planning should reflect these previous decisions
any method a company uses to generate demand for a product. It is customer focused,
but should still start with the analysis of the product the company wants to sell. The
pull strategy
company needs to determine what the product's key features are and who is most likely
to demand it through extensive market research
promotional objectives to inform, persuade, and remind target audiences
action the ultimate promotional objective is to induce _______
hierarchy of effects a 7 step process by which consumers are ultimately led to action
unawareness 7 steps in hierarchy of effects
awareness
knowledge
liking
preference
conviction
action
during the first step, consumers are not even aware the sports product exists. the
unawareness
promotional objective at this stage is to move consumers toward awareness
the promotional stage at this early stage of the hierarchy is to make consumers in the
awareness
desired target market aware of the new sports product
once consumers are aware of the sports product, they need to gather information
knowledge about its tangible and intangible benefits. the primary promotional objective at this
stage is to provide consumers with the necessary product information
generating positive feelings and interest regarding the sports product is the next
liking promotional objective on the hierarchy. the objective is to create a feeling of goodwill
toward the product via the promotion
2/5
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