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| Setting a promotional budget without regard to other critical factors; allocating all the money the organization can afford |
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| Allowing and encouraging an understanding of the marketing plan by all members of the marketing team; also, the process of establishing a commonness of thought between the sender and the receiver |
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| Directly or indirectly comparing a sports product with one or more competing products in the promotional message |
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| Setting a promotional budget based on what competitors are spending |
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| A source's perceived expertise and trustworthiness |
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| The interpretation by the receiver of the message sent by a source |
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| Elements in the communications process |
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| Sender, encoding, message, medium, decoding, receiver, feedback, and noise |
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| Emotional versus rational appeal |
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Definition
| Attempting to make consumers feel a certain way about a product, or providing information so consumers can make an analytical decision |
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| Translating the sender's thoughts or ideas into a message |
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| The response of a target audience to a message |
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| Steps of leading consumers to purchase the producct: unawareness, awareness, knowledge, liking, preference, conviction, action. |
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| Integrated marketing communications |
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Definition
| How a sports organization integrates and coordinates its promotional mix elements to deliver a unified message |
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| The more congruent the image of the endorser with the image of the product, the more effective the message |
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| A communications channel, such as television, radio, newspapers, signage, billboards, Web sites, and so on |
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| The exact content of the words and symbols to be transmitted to the receiver |
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| The attributes of the promotional message |
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| Interference in the communications process |
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| Objective and task method |
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Definition
| Identifying promotional objectives, defining the communications tools and tasks needed to meet those objectives, and then adding up the costs of the planned activities |
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Definition
| Determining a standard percentage of promotional spending and applying this proportion to past or forecasted sales to arrive at the amount to be spent |
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Definition
| All forms of communication to consumers |
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| The combination of tools available to sports marketers to communicate with the public: advertising, personal |
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| Target market considerations |
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