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Sports MArketing 3410 LSU

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LSU rank for biggest college football brands
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fifth
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What does NIKE focus on for visibility
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the athletes
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Who founded the first Sports Agency?
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Mark Mcarmic
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Who wrote Professor Karam’s favorite business book
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Mark Mcarmic
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Companies Co-brand because
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to gain credibility
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What is Sagacity
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a. The vision for the future b. See a trend before the trend develops c. Being able to react d. And being the first there
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Example of Sagacity
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All State on field goal nets
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What makes Sports marketing different from marketing
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The personality of the Athletes
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number one article in Harvard Business school
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perceived vs desired image
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Desired Vs. Percieved
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What you want people to see you as, versus what people really see you as
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Who gets desired vs. perceived image
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Michael does, Kobe doesn’t
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how fast are images created
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1/24 of a second
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The Thin Slice
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10 seconds people can perceive 70% what your brand is going to be like
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Personal Brand Formula
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perfromance + personality + visibility X Trust
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Who created it
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Harvard professer Steven Geiser
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What must you do with your personal brand
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Must know how to manage it and take advantage of opportunites
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What does performance enhance
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credibility
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how can you increase visibility
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late night talk shows, or play in more visible areas (NEW York)
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A successful personal brand leads to what
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celebrity endorser
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What is athlete/celebrity know for
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Their well knowns
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2 reasons to get athlete endorsments
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1. Drive Sales 2. Change perception of a product
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example of each
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odell with head and shoulders drive sales Drew Brees with three wheel motorcycles makes them seem less dorkey
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factors enhancing celebrity endorsments
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i. Familiarity ii. Product match the celebrity iii. Esteem (Lost of trust is lost of esteem) iv. Lost of trust means lost of celebrity endorsement v. Differentiate
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likablity factors
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a. 38% vocal, tone of voice b. 55 % visual, c. 7% word placement
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example of mismanaged apology
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Tiger Woods, Donald Sterling
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Troy Palamalu and Head and Shoulders
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Perfect Fit
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Factors of Public Opinion
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public relations, community relations, media relations, and social media, press hospitality
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Public relations
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Dealing with integrity through various forms of media to maintain a positive image or overcome a negative one
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media relations
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ignoring the media is risky, mismanage the press and they will write poorly about you or worse not at all
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community relations
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charity
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press hospitality
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Saints / San Antonio situatuion
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Saints almost move to San Antonio after bad press for owner Tom Benson, then Katrina hits and Saints have to stay to help rebuild and give hope to community
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3 main parts of negotations
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B.A.T.N.A., Reservation price, zone of possible agreement
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M.E.S.O.
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Multiple equivalent substantial options (LSU only had Jimbo, they failed)
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B.A.T.N.A.
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best alternative to a negotiated agreement (Jimbo stays at FSU)
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Reservation Price
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Highest/ Lowest price you are willing to pay/take
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the zone of possible agreement
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area where your reservation meets the asking price (LSU 6 mill, Jimbo 7 mill)
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Preparation is the assumed 4th
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must prepare heavily if you are too win a negotiation
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Personal Brand in negotations
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must manage your persona brand well or future negotiations will be hindered
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Most valued college football brands
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Texas, Michigan, Notre Dame, Bama, LSU
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Subjected Value Inventory
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how you evaluate the negotiations afterwards, were you treated fairly? or abused?
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The Three most important things in negotiations
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Personal Brand, Sagacity, perceived vs desired image
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What is Sponsership
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form of advertising
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What happens in sponsership
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companies enter contractual agreement with sports entity (Gatorade and NFL)
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Title Sponser
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All State Suger Bowl
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presenting sponser
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Rose Bowl brought to you by Vizio
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primary sponser
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BOSE for the NFL
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Naming Rights
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Smoothie King Arena, Staples Center
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Reasons vs Benfits
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Reasons you hope to get, Benefits what you actually get
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sponsorship reasons
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i. Drive sales ii. Name recognition iii. Target Market iv. Image enhancement (University of Phoenix Stadium) v. Exposure opportunities (Very selective)
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Benefits
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1. Exclusivity, 2. Signange, 3. On-Site promotions, 4. Entertainment/ hospitality, 5. Co-Branding,
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Exclusivity
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1. If you’re lucky 2. Important to be mindful during contract negotiations 3. Only and official provider of XYZ 4. Abita Springs contract with Tiger Stadium edged out Coca-Cola when Coke began offering Dasani because Abita Springs had an exclusivity contract on water with TAF.
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signage
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1. In-arena (Primary Sponsor, Secondary sponsor, etc.) 2. On-field (or on players) a. Joyce Julius b. iTVX c. Nielson
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nielson
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Company that analyzes how many times logo is seen clear and in-focus ii. Must appear for 1-8 seconds iii. Where on the screen does it appear (9 quadrants) iv. Assigns it a score v. Measures it against the cost of a 30-second ad and quantifies that into how much free advertising the brand got during the event
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3. On-Site Promotions
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a. Promotional Giveaways b. Towels on the seats, bobble heads, etc.
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4. Entertainment/Hospitality
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a. Ticket Giveaways b. Bringing people on-field i. Fastenal with NASCAR 1. Used this to entertain over 2,800 clients 2. Increased sales of NASCAR products at Fastenal 30%
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5. Co-Branding
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a. Official event sponsor b. “Official Bank of the NFL
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why sponsorship fail
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ambush marketing, Crisis and public opninion, tragedies, personal failure, product failure, forgetting the fans Lack of quality activation lack of due dilgence
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ambush marketing
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1. Company not entered into a contract still gains or attempts to gain entry & access into a venue and infringes upon the rights of legitimate sponsors
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Crisis and public opinion
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a. Economic i. Wachovia Open after the economic bailouts looked ostentatious ii. Renamed the Quail Hollow Open to avoid the appearance of wasting economic relief funds
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Tradegies
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i. Someone dies at the event ii. Kmart 500 1. Safety nets failed; tire landed in crowd 2. Brand permanently damaged and associated with the death of a fan at their race
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Personal Failure
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Tiger woods, Lance Armstrong
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Product failure
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Under Armor Skate suit at Olympics 2014
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Forgetting the fans
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a. SBC sponsoring the Michigan/OH State rivalry game b. Turned “The Game” into the “The SBC Game” c. Sponsorship was canceled because Michigan alumni said the game was not for sale; crashed the university president’s email and protested at the administration offices
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Due Diligence
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a. Not understanding all contractual details b. Making assumptions
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5. Lack of quality activation
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a. The sponsorship is not executed at a superior level b. No attention to detail or quality c. Appears cheap and not-well-thought-out d. Corners were cut
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Adam Silver
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-situation with Clippers owner Donald Sterling selling his team -his job is to protect the brand, TV contracts, etc. of the NBA and keep up the Public’s Perception of the brand
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. Eldrick’s 40th Birthday
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Tiger’s father buried in an unmarked grave in Missouri 1. media called to see an explanation of why, but was completely shut down
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Dave D’ellasandra
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. CEO of John Hancock 1. Knew he could use Sports Sponsorship a. chose the Olympics, the MLB, and Women’s Figure Skating i. got bundle of tickets for these special events: uses tickets as incentive amongst his sales force with a competition for all access tickets on top performers
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David Stern
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A. He would look at the seating chart and strategically manage the seating arrangement of select clientele who were attending the game that night to best meet their specific needs
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The Boston Red Sox Brand was successful because of 3 things:
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1. The Venue a. the tradition and history of the stadium 2. The Players a. Yankees have a reputation of being classy, clean shaven b. Red Sox decided to take on the grungy, more rugged look 3. The Fan Experience a. doing things to keep the fans entertained the whole game and enjoy it
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Why does Karam believe sponsherip fail
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Karam thinks sponsorships fail because lack of quality activation= do event but execute poorly
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Gatorade example of ambush marketing
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commercial with Soccer stars messi donavon and david luiz during world cup