Broadcasting & History
Question: The earliest evolutionary change in sports broadcasting, from factual reporting to sports entertainment, was seen in this program.
What is ABC’s Monday Night Football broadcast?
Question: This company was the first to capitalize on the term “official” with regard to a professional sport product.
What is Spalding?
Question: According to Kotler (2003), the marketer’s job boils down to this single action.
What is creating demand?
Question: This function of promotion is defined as paid messages conveyed through the media.
What is advertising?
Question: Sports marketers define this term as the personal commitment and emotional involvement customers have with a sport organization.
What is fan identification?
Question: Roone Arledge’s innovations for sports broadcasting included instant replay, sideline reporters, multiple cameras, and this audio technique.
What are crowd microphones?
Question: Mark McCormack’s sports marketing agency, IMG, began through a relationship with players of this sport.
What is golf?
Question: The group of consumers to whom a product is marketed is known as this.
What is the target market?
Question: This function of promotion refers to media exposure not paid for by the beneficiary.
What is publicity?
Question: The purposes of sport marketing research include profiling the sport consumer demographically and analyzing this type of behavior.
What is purchasing behavior?
Question: Roone Arledge believed that sports televised in prime time had to be more than just sport; they also had to be this.
What is entertainment?
Question: Nike's huge success has come primarily as a result of brand strength, advertising, and these high-profile agreements with athletes.
What are athlete endorsements?
Question: The controllable variables a company puts together to satisfy a target group are referred to as this.
What is the marketing mix?
Question: Providing free merchandise in exchange for a fan filling out personal information on an index card is an example of this type of marketing.
What is database marketing?
Question: In 1992, the San Jose Sharks used this research method in heavily traveled areas to gain information about fan reaction to proposed logo designs.
What are “pass-by interviews”?
Question: Roone Arledge famously described his efforts to change sports broadcasting with this phrase.
What is "take the fan to the game, not take the game to the fan"?
Question: This sport entrepreneur believed that fans came to the ballpark to "be entertained" and emphasized product extensions.
Who is Bill Veeck?
Question: By turning a parking garage into a mini-Niketown near the 1996 Olympics, Nike engaged in this controversial marketing tactic.
What is ambush marketing?
Question: Companies like Coca-Cola, Gillette, and American Tobacco were early pioneers in exploiting interest in sport through this mechanism.
What is sponsorship?
Question: This research purpose involves offering two-way communication with the target market.
What is sport marketing research?
Question: The long-term impact of Arledge’s work is that modern sport television is essentially a combination of this type of programming.
What is sport and entertainment?
Question: When working for the Golden State Warriors, Matt Levine developed this tool, which advanced the practices of sport marketing research.
What is an “audience audit”?
Question: This type of marketing aims to build mutually satisfying long-term relations with key parties—customers, suppliers, distributors—to earn and retain their business.
What is relationship marketing?
Question: Because a sport marketer has very little control over the core product (the game itself), entrepreneurs like Bill Veeck focused heavily on these to satisfy fans.
What are product extensions?
Question: Beyond identifying with teams, recent research suggests fans may also identify with these other elements.
What are coaches, individual players, smaller subgroups of fans, or sports in general?