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Sports marketing
Chapter 10
59
Marketing
Undergraduate 4
11/14/2012
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Term
Advertising
 Definition
Creating and maintaining brand awareness and brand loyalty
Term
Advertising Appeals
 Definition
Telling why the consumer wants to purchase the sports product
Term
Advertising budgeting
 Definition
Budgeting methods stemming from the objectives the advertising is attempting to achieve
Term
Advertising Execution
 Definition
The format of the advertising
Term
Advertising objectives
 Definition
Direct or indirect actions designed to inform, persuade, remind, and cause consumers in the target market to take action
Term
Attractiveness
 Definition
Charactertistics of personality, lifestyle, and intellect of the source (athlete) that lead the target audience to identify with him or her in some fashion
Term
Buying influences
 Definition
The various roles of individuals involved in the buying process
Term
Coach's role
 Definition
Acting as a guide for the salesperson making the sale
Term
Community involvement
 Definition
Community activities in which the sports organization sponsors public programs, requires time committments from its employees, partially funds programs, provides personnel at no charge, and so on
Term
Comparative advertisements
 Definition
Contrasting one sports product with another
Term
Continuous schedule
 Definition
Continually running the advertisement during the advertising period without any breaks
Term
Coupons
 Definition
Certificates that offer reductions in price to induce sales
Term
Creative brief
 Definition
Term
Creative decisions
 Definition
The advertising campaign
Term
Creative process
 Definition
Term
Credibility
 Definition
Term
Direct objectives
 Definition
Term
Economic buying role
 Definition
Term
Emotional appeals
 Definition
Term
Even keel mode
 Definition
Term
Expertise
 Definition
Term
Fear appeals
 Definition
Term
Flighting schedule
 Definition
Term
Frequency
 Definition
Term
Growth mode
 Definition
Term
Health appeals
 Definition
Term
Ideal customer
 Definition
Term
Indirect objectives
 Definition
Term
Lifestyle advertisements
 Definition
Term
Media scheduling
 Definition
Term
Media strategy
 Definition
Term
One-sided versus two-sided
 Definition
Term
Overconfident mode
 Definition
Term
Personal selling
 Definition
Term
Pleasure or fun appeals
 Definition
Term
P-O-P displays
 Definition
Term
Premiums
 Definition
Term
Promotional mix elements
 Definition
Term
Public relations
 Definition
Term
Pulsing schedule
 Definition
Term
Reach
 Definition
Term
Relationship marketing
 Definition
Term
Response modes
 Definition
Term
Roles
 Definition
Term
Sales funnel
 Definition
Term
Sales promotions
 Definition
Term
Sampling
 Definition
Term
Scientific advertisements
 Definition
Term
Sex appeals
 Definition
Term
Slice-of-life advertisements
 Definition
Term
Stadium signage
 Definition
Term
Strategic selling
 Definition
Term
Sweepstakes and contests
 Definition
Term
Technical buying role
 Definition
Term
Testimonials
 Definition
Term
Trouble mode
 Definition
Term
Trustworthiness
 Definition
Term
User buying role
 Definition
Term
Win-results
 Definition
Supporting users have an ad free experience!