Strategic Sport Marketing

By David Shilbury; Shayne Quick et al. | Go to book overview
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Sport and

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 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.


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