SMQ Issue 15:1

Contents for SMQ Issue 15:1

SMQ Profile/Interview: Leslie Otten
Authors:
Abstract: An interview with Steve Schanwald, Executive Vice President—Business Operations, Chicago Bulls

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Inhaling and Accelerating: Tobacco Motor Sports Sponsorship In Televised Automobile Races, 2000-2002
Authors: Margaret Morrison, Daniel M. Haygood, Dean M. Krugman
Abstract: This paper investigates auto racing sponsorships by cigarette manufacturers from 2000-2002 and builds on earlier work which found that by using event sponsorships tobacco companies enjoyed significant television exposure for popular cigarette brands. We examine cigarette sponsorship of televised motor events in an attempt to quantify this exposure in terms of time and monetary value. We document the first declines in total exposure time achieved by cigarette companies through these broadcasts, but concurrently identify increases in audiences for the races. Results indicate that cigarette manufacturers have used auto racing sponsorships to successfully circumvent both the ban on televised cigarette advertising and the intent of the Master Settlement Agreement (MSA) not to target youth. However, the departure of auto racing’s largest sponsor and the potential elimination of all cigarette sponsors from the sport suggests that a significantly reduced cigarette presence in mainstream media and a potential reduction in cigarette advertising exposure to youth will occur in the near future.

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Marketing Sport to Asian-American Consumers
Authors: Irvine Clarke III, Ryan Mannion
Abstract: The Asian American market segment is the fastest growing minority group in the United States (Li, 2003). However, the potential of this important market segment for sport franchises remains relatively untapped. Differences in cultural values and general consumer behavior may compel sports marketers to adapt current marketing approaches. This paper explores the Asian American market as consumers of sport. Best marketing practices of current sports franchises are examined, and recommendations for sports marketers on how to successfully target the Asian American market segment are provided.

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A Mixed-Method Approach For Developing Market Segmentation Typologies In The Sports Industry
Authors: Andrew J. Rohm, George R. Milne, Mark A. McDonald
Abstract: This study presents a mixed-method approach for segmenting a sports product-market using participation motivation data. Qualitative data are used to segment a national sports product-market—running footwear—using qualitative analysis software as well as multivariate statistical approaches. This study describes a systematic approach to developing a consumer segmentation typology using both demographic variables as well as self-expressed motivations for sport and fitness participation. The mixed-method approach reported here employs qualitative data to help validate subsequent quantitative cluster analysis, and draws upon cluster profiles to establish the structure for market segmentation. The findings from this study offer implications for marketing research and marketing communications in the sport industry.

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Media Preferences of Action Sports Consumers: Differences between Generation X and Y
Authors: Gregg Bennett, Michael Sagas, Windy Dees
Abstract: The purpose of this study was to assess the media preferences and consumption behaviors of attendees at an action sports event, with a specific focus on comparing members of Generation Y (Gen-Y) to Generation X (Gen-X). Research participants were event attendees at the Gravity Games (N = 2108). A series of chi square analyses indicated some differences between the generations. In general, Gen-Y participants, when compared to Gen-X, watch more television, were more likely to (a) watch action sports (i.e., Gravity Games & X Games) on television, (b) play video games more often, and were less likely to watch traditional sports like the NFL and NBA on television. Clearly, Gen-Y action sports consumers use and prefer media differently than their Gen-X counterparts. Marketing implications and future research directions are discussed.

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“Beerman” Served a Cold Response from Tenth Circuit
Authors: Steve McKelvey, Adam Epstein
Abstract: The case of Robert Donchez lends new meaning to the phrase “he’s such a character.?Donchez v. Coors Brewing Company, 392 F.3d 1211 (10th Cir. 2004). In 1999, Donchez, a Colorado resident and popular vendor at Colorado sporting events, sued Coors Brewing Company and its advertising agency, Foote, Cone & Belding (FCB), claiming that the defendants had stolen his persona. Donchez, also known as “Bob the Beerman,?maintained that the defendants had utilized, without authorization and without compensation, his arguably unique beer-vending “Beerman?character in a national advertising campaign. Though the United States District Court dismissed his claim, Beerman appealed. The Court of Appeals for the Tenth Circuit agreed with the lower court and ultimately held in late December 2004 that Donchez was not entitled to any judicial relief. The appeals court held that Donchez, through his “Bob the Beerman?character, did not have a legally protectable interest in the term “Beerman?itself.

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Where Have You Ben? Miami University’s 2003 Heisman Trophy Campaign Challenges
Authors: Jacquelyn Cuneen, Raymond Schneider, Andrea Gliatta, Nicholas Butler
Abstract: Joe Cobbs, the Director of Marketing for Miami University’s Athletics Department, walked into his office in Millett Hall every day during summer 2003 knowing that Miami would have one of the top quarterbacks in the country when the football season got underway in the fall. The quarterback, Ben Roethlisberger, had shown remarkable poise during his 2002 sophomore season and appeared to be even stronger in 2003 spring practice. Miami, picked as a top contender for the 2003 Mid-American Conference (MAC) title, may even be ranked nationally in the upcoming season under Roethlisberger’s leadership. Cobbs knew that Roethlisberger had the kind of talent that national media would appreciate and, indeed, knew that the Red Hawks?quarterback’s talent could rival any of the pre-season Heisman Trophy candidates who played at larger, more visible schools. There were, however, a number of challenges that Cobbs and Miami’s marketing staff would have to overcome in convincing the public and, more importantly, the Heisman voters that Roethlisberger was worthy of the kind of attention that might come naturally to more celebrated contenders.

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