Strategic Sport Marketing

By David Shilbury; Shayne Quick et al. | Go to book overview
Save to active project

11
Sport and
television

Stage 1—Identification of marketing opportunities

Stage 2—Strategy determination

Step 5—Determine core marketing strategy

Marketing and service mixsport product, pricing, place (physical evidence, people, process), customer satisfaction

Promotion mix—sales promotion, advertising, television

Step 6—Determine tactics and performance benchmarks

Stage 3—Strategy implemention, evaluation and adjustment


CHAPTER OBJECTIVES
Chapter 11 examines the television-sport nexus. Specifically, it describes how television generates its principal source of revenue through advertising and how this revenue determines the level of television rights paid to sporting organisations. This chapter also describes how program popularity is measured, and the link between this system of measurement and how advertisers assess the value of their advertising investment. Pay-television is also discussed.After studying thischapteryou should be able to:
1. Identify the nature of the sport-business-television relationship.
2. Understand the commercial basis on which television operates.
3. Identify why sport programming is so attractive to television networks.
4. Understand and apply the terminology used to measure television audiences.
5. Recognise issues associated with determining advertising effectiveness.
6. Explain the new dimension that pay-television brings to the sport-television relationship.
7. Calculate advertising revenue generated from sport programming.
8. Convert advertising revenues to the relative worth of sport television rights.

-184-

Notes for this page

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
Loading One moment ...
Project items
Notes
Cite this page

Cited page

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

Cited page

Bookmark this page
Strategic Sport Marketing
Settings

Settings

Typeface
Text size Smaller Larger
Search within

Search within this book

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

While we understand printed pages are helpful to our users, this limitation is necessary to help protect our publishers' copyrighted material and prevent its unlawful distribution. We are sorry for any inconvenience.
Full screen
/ 340

matching results for page

Cited passage

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

Cited passage

Welcome to the new Questia Reader

The Questia Reader has been updated to provide you with an even better online reading experience.  It is now 100% Responsive, which means you can read our books and articles on any sized device you wish.  All of your favorite tools like notes, highlights, and citations are still here, but the way you select text has been updated to be easier to use, especially on touchscreen devices.  Here's how:

1. Click or tap the first word you want to select.
2. Click or tap the last word you want to select.

OK, got it!

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.

Are you sure you want to delete this highlight?