Strategic Sport Marketing

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

10
Advertising

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

Step 6—Determine tactics and performance benchmarks

Stage 3—Strategy implemention, evaluation and adjustment


CHAPTER OBJECTIVES
Chapter 10 introduces advertising as a component of the sport promotion mix. Advertising is a non-personal paid message aimed at creating awareness about a product or idea. This chapter examines some of the ways in which advertising is used in sport to promote sporting contests and events. The types of advertising are also described, as are the creative techniques used to develop ideas and communicate them to the public.After studying this chapter you should be able to:
1. Articulate the concepts related to advertising.
2. Recognise the message capabilities of various media.
3. Establish procedures for selecting appropriate media.
4. Establish strategiesforselecting the appropriate media mix.
5. Develop mechanisms for measuring advertising effectiveness.

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