Foreword |
|
ix | |
Preface |
|
xi | |
Acknowledgments |
|
xiii | |
|
Introduction to Sport Promotion and Sales |
|
|
1 | (26) |
|
|
1 | (1) |
|
|
2 | (1) |
|
|
2 | (1) |
|
Distinguishing Promotion From Marketing |
|
|
2 | (14) |
|
Integrated Promotional Agendas |
|
|
16 | (2) |
|
Planning and Managing the Campaign |
|
|
18 | (4) |
|
Rationale for the Study of Sport Promotion and Sales |
|
|
22 | (2) |
|
|
24 | (1) |
|
|
24 | (1) |
|
Learning Enrichment Activities |
|
|
25 | (2) |
|
Theoretical Foundations for Effective Sport Promotion and Sales |
|
|
27 | (26) |
|
|
27 | (1) |
|
|
28 | (1) |
|
|
28 | (1) |
|
|
28 | (13) |
|
|
41 | (3) |
|
The Integrated Marketing Communications Model |
|
|
44 | (4) |
|
|
48 | (2) |
|
|
50 | (1) |
|
Learning Enrichment Activities |
|
|
50 | (3) |
|
Incentivizing Sport Consumers |
|
|
53 | (28) |
|
|
53 | (1) |
|
|
54 | (1) |
|
|
54 | (1) |
|
Traditional Incentives: Price-Based or Sales Promotions |
|
|
54 | (4) |
|
Sport Consumer Behavioral Response Incentives |
|
|
58 | (14) |
|
Implementing the Incentive Plan |
|
|
72 | (5) |
|
|
77 | (1) |
|
|
78 | (1) |
|
|
78 | (1) |
|
Learning Enrichment Activities |
|
|
79 | (2) |
|
Indirect Promotion and Sales Strategies |
|
|
81 | (18) |
|
|
81 | (1) |
|
|
82 | (1) |
|
|
82 | (1) |
|
Indirect Promotion and Selling |
|
|
82 | (3) |
|
The Power of Personalities and Recommendations: Testimonials and Endorsements |
|
|
85 | (7) |
|
Indirect Personal Selling |
|
|
92 | (3) |
|
Customer Service As a Form of Indirect Sales Promotion |
|
|
95 | (1) |
|
|
96 | (1) |
|
|
96 | (1) |
|
Learning Enrichment Activities |
|
|
97 | (2) |
|
Effective Direct Sales Techniques for Sport Organizations |
|
|
99 | (40) |
|
|
99 | (1) |
|
|
100 | (1) |
|
|
100 | (1) |
|
|
101 | (9) |
|
|
110 | (17) |
|
Selling Products Unique to the Sport Industry |
|
|
127 | (5) |
|
Putting It All Together: The Sales Department |
|
|
132 | (3) |
|
|
135 | (1) |
|
|
136 | (1) |
|
Learning Enrichment Activities |
|
|
136 | (3) |
|
The Role of Advertising in Strategic Brand Communications |
|
|
139 | (32) |
|
|
139 | (1) |
|
|
140 | (1) |
|
|
140 | (2) |
|
|
142 | (1) |
|
|
142 | (3) |
|
The Importance of a Strategic Focus |
|
|
145 | (10) |
|
Using Key Brand Associations to Craft a Message |
|
|
155 | (8) |
|
|
163 | (5) |
|
|
168 | (1) |
|
|
169 | (1) |
|
Learning Enrichment Activities |
|
|
169 | (2) |
|
Supplying and Manufacturing Media Content |
|
|
171 | (34) |
|
|
171 | (1) |
|
|
172 | (1) |
|
|
172 | (1) |
|
Media Suppliers: The Traditional Media Promotion Specialty |
|
|
173 | (15) |
|
Retailing Media Content: Rights Fee Agreement |
|
|
188 | (2) |
|
Sport Content Manufacturing |
|
|
190 | (8) |
|
Bridging the Gap: Media Trade Agreements |
|
|
198 | (1) |
|
Targeting and Nurturing Media Consumers |
|
|
199 | (1) |
|
|
200 | (2) |
|
Media Promotion Evaluation |
|
|
202 | (1) |
|
|
202 | (1) |
|
|
203 | (1) |
|
Learning Enrichment Activities |
|
|
203 | (2) |
|
The Promotional Role of Sport Sponsorship |
|
|
205 | (36) |
|
|
205 | (1) |
|
|
206 | (1) |
|
|
206 | (2) |
|
Sport Sponsorship Platforms |
|
|
208 | (3) |
|
|
211 | (1) |
|
|
212 | (1) |
|
Sport Sponsorship Management |
|
|
213 | (24) |
|
|
237 | (2) |
|
Uncovering Sponsorship Candidates |
|
|
239 | (1) |
|
|
239 | (1) |
|
|
240 | (1) |
|
Learning Enrichment Activities |
|
|
240 | (1) |
|
The Promotional Merits of Licensing |
|
|
241 | (24) |
|
|
241 | (1) |
|
|
242 | (1) |
|
|
242 | (2) |
|
Licensing As a Promotion Tool |
|
|
244 | (1) |
|
Promotion Through Licensing |
|
|
244 | (2) |
|
Promotion of the Licensing Program |
|
|
246 | (10) |
|
|
256 | (4) |
|
|
260 | (3) |
|
Licensing Program Leadership |
|
|
263 | (1) |
|
|
263 | (1) |
|
|
264 | (1) |
|
Learning Enrichment Activities |
|
|
264 | (1) |
|
The Role of Community Relations in Promoting and Selling the Sport Product |
|
|
265 | (28) |
|
|
265 | (1) |
|
|
266 | (1) |
|
|
266 | (1) |
|
Real-Life Public Community Relations Efforts |
|
|
266 | (5) |
|
The Social Context of Community Relations Programs |
|
|
271 | (7) |
|
Community Relations Campaigns in Professional Sport Franchises |
|
|
278 | (5) |
|
Establishing Effective Franchise Community Relations Programs in Urban Settings |
|
|
283 | (2) |
|
Cause Marketing and Branding |
|
|
285 | (3) |
|
Starting a Community Relations Program |
|
|
288 | (2) |
|
|
290 | (1) |
|
|
291 | (1) |
|
Learning Enrichment Activities |
|
|
291 | (2) |
|
Atmospherics As a Sport Promotion Tool |
|
|
293 | (30) |
|
|
293 | (1) |
|
|
294 | (1) |
|
|
294 | (1) |
|
What Is Meant by Atmospherics? |
|
|
294 | (1) |
|
|
295 | (12) |
|
Interactive Atmospherics-Linked Merchandising |
|
|
307 | (15) |
|
|
322 | (1) |
|
|
322 | (1) |
|
Learning Enrichment Activities |
|
|
322 | (1) |
|
The Role of Technology in Sport Promotion and Sales |
|
|
323 | (22) |
|
|
323 | (1) |
|
|
324 | (1) |
|
|
324 | (4) |
|
The Internet and Sport Promotion |
|
|
328 | (1) |
|
|
329 | (8) |
|
Extending the Boundaries of the Stadium |
|
|
337 | (5) |
|
|
342 | (1) |
|
|
343 | (1) |
|
Learning Enrichment Activities |
|
|
343 | (2) |
|
Managing Risk in Sport Promotion and Sales |
|
|
345 | (36) |
|
|
345 | (1) |
|
|
346 | (1) |
|
|
346 | (1) |
|
|
347 | (11) |
|
|
358 | (12) |
|
|
370 | (7) |
|
Legal Advisement and Representation |
|
|
377 | (2) |
|
|
379 | (1) |
|
|
379 | (1) |
|
Learning Enrichment Activities |
|
|
380 | (1) |
|
Aftermarketing: Developing Relationships and Creating Lifetime Value With Customer Service |
|
|
381 | (24) |
|
|
381 | (1) |
|
|
382 | (1) |
|
|
382 | (1) |
|
|
382 | (6) |
|
Defining Customer Service |
|
|
388 | (10) |
|
Customer Expectations in the New Millennium |
|
|
398 | (4) |
|
|
402 | (1) |
|
|
403 | (1) |
|
Learning Enrichment Activities |
|
|
403 | (2) |
Appendix A: Redbirds FansFirst Plan 2001 |
|
405 | (8) |
Appendix B: NCAA Media Credentials Application |
|
413 | (10) |
Endnotes |
|
423 | (24) |
Index |
|
447 | (10) |
About the Authors |
|
457 | |