Segmentation Unit
The Process of dividing a large, heterogeneous market into smaller, homogenous groups based on interests, wants, needs, etc.
Market Segmentation
Includes all activities a sponsor undertakes around a sponsorship, to turn that opportunity into a return on investment (ROI) by attaining the sponsorship's goals
Sponsorship Activation
A complex package of tangible and intangible attributes of a good/service that combine to meet the needs and wants of a sports consumer
The Sport Product
DAILY WAGER TROLL
The player chooses one opponent to wager an amount of points for one question. Players are given 30 seconds and answers are written down independently.
In Minecraft, what is the strongest available material for players to craft into tools and armor?
Defined as any activity designed to stimulate interest in, awareness of, and purchase of a product
Promotion
Name the 4 Distinct Bases of Segmentation
1. State of Being
2. State of Mind
3. Product Benefits
4. Product Usage
Name the 3 distinct sponsorship evaluation criteria
1. Audience/Fit
2. Time + Place
3. Memorability
The combining of all elements on game day is an art/science called
Game Presentation
A set of assets and liabilities linked to a brand, its name and symbol, that add to or subtract from the value provided by a product or service to a firm and/or that firm's customers
Brand Equity
Increase Awareness, Attract Interest, Arouse Desire, and Initiative Action are all the promotional steps in which 4 letter acronym?
AIDA:
- Increase Awareness – Aided recall vs. Top-of-Mind
- Attract Interest – Consumer investigates
- Arouse Desire – I want that!
- Initiate Action – Drive to purchase
Personality traits, preferences, opinions, attitudes, and interests are apart of which of the four distinct types of Segmentation? (HINT: VALs)
State of Mind Segmentation
True or False: Harley Davidson's sponsorship of the UFC is an effective sponsorship because there's a direct link between the target audience and the product/brand.
True. Harley-Davidson is an effective UFC sponsor because both brands emphasize toughness, individuality, and a gritty, rebellious image that resonates with a similar fan base.
True or False: For many sports organizations, the primary product is a game, tournament, or event
True
Anything linked in memory to a brand is _____. Examples include: logo, ascot, players, coaches, and rivalries
Brand Association
Includes electronic, printed messages, or logos identifying a sponsor on any # of materials
Signage
VAL is a form of psychographic segmentation that places consumers into 1 of 8 segments based on their responses to the VAL questionnaire. What does VAL stand for?
Values and Lifestyles
DAILY WAGER TROLL
The player chooses one opponent to wager an amount of points for one question. Players are given 30 seconds and answers are written down independently.
The popular landing location "Fragment" is a part of which rotational Apex map?
These people are the point of contact for customers. The frontline employees.
Personnel
P Little discusses 3 distinct ways to leverage brand associations in his PowerPoint. Name these 3 Ways firms may leverage brand associations.
1. Line Extensions
2. Brand Extensions
3. Licensing
The five imagery controls are important because they help brands create consistent, memorable messaging that shapes how consumers perceive them. Trademark Imagery, Product Imagery, Associative Imagery, User Imagery, and Usage Imagery are a part of this man's 5 imagery controls
Sergio Zyman
The VAL questionnaire categorizes consumers into 1 of 8 groups based on their psychological traits and resources, such as their motivations and spending power. Of the 8 segments, which type of consumer would have the lowest level of resources and innovation at their disposal?
Survivors
The question "Are you reaching your target market(s)?" would be among which part of the sponsorship evaluation criteria? Audience/Fit, Time/Place, or Memorability?
Audience/Fit
Disney's guest-centered philosophy emphasizes common courtesy and has employees make extra encounters with customers, beyond what's expected. A DISSATISFIED customer will take 1 of 4 actions. Name all 4 Actions they might take.
1. Remain Silent and become a "dropout"
2. Complain to a public or legal agency, social media
3. Complain to others
4. Complain to YOU!
The Cincinnati Bengals creating a public fitness center would be an example of what type of leveraging?
Brand Extension
Name the four distinct types of promotional forms of marketing activity
- Paid media (advertising): paid, sponsored message
conveyed through media
- Earned media (publicity): exposure in media not paid for by the organization
- Sales: presentation in which seller has an opportunity to dialogue and persuade the customer
- Sales promotion: variety of activities aimed to drive
product purchase