Strategic Sport Marketing

By David Shilbury; Hans Westerbeek et al. | Go to book overview

Index
3G networks 232
7Ps of service marketing 6–7
A-League Football 230, 256, 284
Aboriginal Advancement
League 301
Aboriginal AFL players 303–4
ACNielsen TV ratings 225–26
Adelaide City soccer team 256
Adidas, marketing 168
administration, see management of sport products
Adriano 255
advantages of sports sponsorship 250–51
advertising 185–203
by Reebok 167–68
data collection for 66–67
during sports programs 214–20
in promotion mix 172
low-involvement purchases 59–60
online 238
physical evidence and 132
product positioning via 96– 97
sponsorship and 249
trademarks and 309
advertising agencies 206–7
Advertising Standards Authority 189
aerial advertising 200
AFL, see Australian Football League
Agassi, Andre 256
AGB Group 213
AIDA model 46, 168–69, 274
allegiance stage 45
alternative products 26, 57, 111, 114
amateur athletics, see local sports
ambush marketing 199–200, 276–79, 316–17
Amsterdam Arena 129
Anaheim Angels 309
Angels baseball team 313
announcement advertising 195
anonymous source, trademarks and 309
Anselmi, Tom 38–39
anti-defection programs 182
anti-siphoning laws 222
apparel purchases 75
Arena 273–74
Asia–Pacific, sponsorship
levels 247
association rights 249–50, 268
athletes, see also celebrities; names of athletes; players
promotion by 80
sponsorship of 254–55, 272– 74
Atlanta Olympic Games 279
attachment stage 45
attendance figures
at cricket 90
at tennis 60–61
Australian 42
frequency escalator 178–81
strategies to boost 335
attention, measuring 270–71
attitudes, market segmentation by 75
attraction stage 45
attractiveness 254–58
audience sampling 213–14
audience share, see ratings points
audio streaming 230
Australia
broadband coverage 232
Heineken sponsorship in 269
internet use in 237
popular athletes 272
popular sports in 63, 273
sponsorship levels 247–48
sport on television 206–8, 210, 222–23
sports attendance 42
Australian Bureau of Statistics 42, 66
Australian Cricket Board 12, see also cricket
Australian Football League, see also names of clubs
advertising by 197
attendance levels 42
bans aerial advertising 200
blog coverage 235
careers in 339

-357-

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