Strategic Sport Marketing

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

Index
ACNielsen 192, 193
Adidas 3
administrators, sport 9, 34–6
Advanced Television Research (ATR) 192
advertising 47, 164, 167–83, 181
agencies 186–7
budget 174, 181
campaigns 29–30, 87, 151, 152–3, 169, 171, 173–4, 177, 178, 179–80, 181
case study 181–3
competitive 173
creative strategy and 175–7, 181
effectiveness 179–80
inventory 193, 194–5
management process 170–1, 171
media 59, 177–9, 181, 187; see also
media music in 178
netcasts and 211, 212
noise and 151
objectives 173–4
product life cycle and 169
product positioning and 87
promotion and 121, 151, 155, 156; see also promotion mix
rates 202
realistic promises for sport services 175, 181
sponsorship and 193, 195, 194–5, 226, 227, 236
sport programming and 193, 194
spot packages 187, 193, 195, 194–5, 196
strategy 172–4, 177–9, 181, 300
television see television advertising
testing programs 179–80
timeframe 174
timing and cost factors 181
trademark functions and 277
virtual technology and 236
websites and online 173–4, 215–6
Agassi, Andre 177, 231
ageing population 50
AIDA (attention, interest, desire, action) model 40, 152, 153
online community development and 214–16
online consumers and buyer readiness 220
SPONSEFFECT model and sponsorship 246–8
allegiance see brands, loyalty; fan loyalty
alpine industry 70–1
alumni contributions 158
ambush marketing 11, 228, 248, 249–50
sponsorship effectiveness and 248–50, 251
trademarks and sport licensing programs 282
Amsterdam Arena (Netherlands) 118
announcement advertising 177
anti-defection programs 163, 164
anti-siphoning laws 199
athletes celebrity endorsement 177, 232
celebrity marketing and 229–33, 231
role models, as 301

-326-

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