Chapter 1: Intro to Team Sports Marketing – Flashcards
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illustrates the relationships between fans, brands, and properties.
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flow of effects
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a strong inclination toward an activity that people like, that they find important, and in which they invest time and energy
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passion
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determined by how much heart, body, mind, and soul you put into your passion
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passion level
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when an individual reacts to events that occur to the property as if the events happened to him/her
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fan identification
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tickets and related merchandise sales, broadcasts and media, and corporate sponsorships
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revenue sources (examples)
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should match the objectives for the brand and should be the metrics tracked by the property and brand together as partners
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key performance indicators (KPIs)
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illustrates the steps consumers take on the path from awareness to purchase for a brand
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consumer brand adoption process
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the extent to which the brand occupies a unique space in the minds of customers superior to competitors.
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brand differentiation
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answers questions such as how are stimuli received and transported in the central nervous system, how and why do these stimuli spark emotions, and how do psychological processes, conscious experiencing, and behavior link together during emotional process.
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activation theory
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refers to those partnership actions which link the property with the brand to make the brand unique in the minds of the audience.
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sponsor activation
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by asking fans the extent to which they observed actions of a given sponsor at an event.
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measure activation
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stadium signage, scoreboard video messages, advertisements on Giants' TV and radio broadcasts, banner ads on the team's website, and sponsored special events involving social media.
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channels of communication (examples)
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turning on a prospect to a brand idea enhanced by the surrounding context
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fan engagement
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focuses on Brand (Energized) Differentiation, Relevance, Esteem, and Knowledge for each of the brands in it BrandAsset Valuator database.
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the BAV model
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refers to brand differentiation in that it encapsulates the unique meaning and momentum of a brand, but within the BAV model we recognize the magnitude of the influence differentiation has on overall brand health.
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energized brand differentiation
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determines market penetration and refers to the extent to which the brand fits into people's lives.
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brand relevance
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relates to loyalty and refers to how much regard people have for the brand
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brand esteem
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relates to the depth of consumer experience, knowledge, and familiarity.
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brand knowledge
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captures the number of households viewing broadcasts
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Nielsen
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provides market ratings for radio stations
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Arbitron
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reports "WAL" data measuring the percentage of a population estimated to have watched, attended, or listened to a team's games at least once during the season
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Scarborough
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records sports broadcasts and related media, counts the number of seconds a brand is in view and calculates the media value for the amount of exposure the brand.
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Repucom
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Federation Internationale de Football Association
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FIFA
