Ambush Marketing

efforts by and organization to associate with a event to gain some of the rec and ben associated w/ being an official sponsor

67 cards·by roseandrosie

Study this deck

ambush marketing

efforts by an organization to associate itself w/ an event to gain some of the recognition and benefits associated w/ being an official spon

borrowed equity

using the appeal of the event to market a product

exchanges

transaction between a producer and consumer

producers

an individual that supplies a product or service

consumers

an individual that uses a product or service

sports marketing

the application of marketing principles to sports and non-sports producers through sports

sports

a source of diversion engaged in for pleasure

marketing

the process of developing, pricing, promoting, and distributing products to satisfy customers needs and wants

marketing mix

integrating sports producers, pricing, promotion, and place to meet identified sport consumer needs

marketing of sports

marketing principles used to market a team

marketing thru sports

marketing of a non-sports product during a sporting event

sports agent

intermediary that markets and determines an athlete's worth in a market

sports intermediary

organization that markets an event

utility

satisfaction, value, or usefulness a user receives from a product or service

amateur

an athlete which is NOT monetarily paid

audience

all individuals at or exposed to an event

behavioral segmentation

segmentation based on rate of use

consumer

an individual which uses a product or service

demographics

segmentation based on measurable statistics

customers

an individual that makes a purchase

gate receipt

total money from ticket sales for an event

geographics

segmentation based on area, region, or climate

market segment

separating consumers into smaller groups

niche market

a relatively small market with specialized need

organized sport

a sport which is overseen by a sanctioning body

professional

an athlete which is monetarily paid for performance

psychographics

segmentation based on personal interest and activities

sport

a source of diversion or activity engaged in for pleasure

stadium as place

simultaneous production and consumption of sports events at an venue

arbitrary allocation

promotional budgeting by " what i and afford."

arbitrary allocation

promotional budgeting by " what i and afford."

borrowed equity

using the appeal of an event to market a product

category

area in which sponsorship are classified ( fast food )

clutter

a drawback to sponsorship, where sponsors blend in with all of the other promotions delivered at an event

competitive parity

promtional budgeting by "follow" the market leader

direct goal

a measurable and tangible goal

exclusivity

a sponsorship where only one partner is partner is promoted or allowed promotional opportunities

feasibility

evaluaton of a sponsorship to determine " if it would work "

indirect goal

a goal which can be "felt" but not directly measured

leveraging

increasing a sponsorship with additional marketing efforts

percentage of sales

promotional budgeting using a set percent of gross slaes

objective and task

promotional budgeting which funds a specific goal

retailer

company which sells merchandise to the end user

signature sponsor

a sponsor who has paid for the most exposure and is most promoted during an event or at a property

sponsorship

a corporate entity which is involved with a sports property in order to gain exposure and promote their products

sports cape

the physical surroundings af a venue that impact spectator's desire to stay and return to the venue

sports property

marketing item of value: such as a league, team, coach, or player

season ticket

tickets purchased for a block of games during a season: typically better quality seats

return on investment

represents benefits of sponsors and advertisers for being involved in and event

personal seat license

license purchased by a ticket holder which entitles that person to buy that seat's tickets

luxury box

seating typically purchased/ leased by corporations and used for business meetings and entertainment

licensor

a company with a popular "offical" logo

licensing

authorized use of brand, brand name, brand mark, trademark or trade name

licensee

a company with a license to reproduce an official brand mark

event marketing

applying marketing principles to the promotion and operation of an event

branding

a company's efforts at developing a personality and image

brand

a company identifying mark or logo

ad schedule

organizes promotional message delivery

advertising

one way mass communications paid for by an identified sponsor

media

method of distribution for a promotional message

personal selling

interactive and interpersonal promotions meant to develop relationships and increase customer satisfaction

promotion mix

the combination of promotional efforts for a business

public relations

building a good image in the community: community involvement and good will

publicity

noinpaid, news-style mass communications about a product or company

sales promotion

retailer focused promotion aimed at increasing short-term sales goals

sponsorship

corporate investment in a sports property for exposure

return of investment

potential of earning for a corporate promotion