SMQ Issue 15:4

Contents for SMQ Issue 15:4

SMQ Profile/Interview: Richard Maxwell
Authors:
Abstract: An interview with Richard Maxwell, Senior Director of Broadcasting, National Football League

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Marketing Motown: Detroit Sold Cold, and Super Bowl XL Was a Winter Blast
Authors: Jacquelyn Cuneen, Janet S. Fink
Abstract: In order to compete with cities in more temperate climates and thus have a Super Bowl awarded to their city, the Detroit Host Committee, Detroit Metro Convention and Visitors Bureau, politicians, local government, and other agencies planned and staged a bid convincing National Football League owners that a cold climate was a perfect setting for a Super Bowl. This paper outlines the components of a hallmark bid, shows how Detroit’s bidding and planning made the city a prime site for one of the world’s largest events, and addresses some of the ultimate accomplishments of Detroit’s Super Bowl XL.

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Location, Location, Location: The Marketing of Place and Super Bowl XL
Authors: Ray G. Schneider
Abstract: The marketing of ‘place?is often overlooked throughout academic research. Because ‘place?can include both the physical location as well as means of distribution, it has been regarded as the most difficult marketing component to adjust. This paper investigates Super Bowl XL, which was held in Detroit, Michigan, and the marketing strategies and principles used by the Detroit Super Bowl Bid Committee. Clearly, role of ‘place?was not only instrumental in Detroit being awarded the Super Bowl but also vital to the success of North America’s preeminent sporting event.

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More Than Just a Game? Corporate Social Responsibility and Super Bowl XL
Authors: Kathy Babiak, Richard Wolfe
Abstract: Corporate social responsibility (CSR) has grown in importance to sport organizations as well as to the mega-events run by these organizations. This paper explores CSR initiatives related to Super Bowl XL in Detroit. Using Carroll’s (Carroll, 1979, 1999) framework of CSR, we outline some of the key community outreach efforts initiated by the NFL and the Super Bowl Host Committee, and further, we discuss the ways in which these efforts might help in building the NFL’s image as a professional sport league that takes its social responsibility seriously.

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From H-Town to Mo-Town: Fans?Expectations and Perception of Value of Super Bowl Entertainment
Authors: Artemisia Apostolopoulou, John Clark, James M. Gladden
Abstract: Following Super Bowl XXXVIII, which was held in Houston in 2004, criticism and controversy arose concerning the selection of talent as well as the execution of the event’s halftime show. Given the increasing emphasis and investment on the entertainment aspect of sporting events, this study set out to explore Super Bowl viewers?perceptions on a number of ancillary entertainment elements of the event, as well as those elements?relative importance to viewers?enjoyment of the broadcast. A computer-based survey was developed and administered to two different groups: a purchased list of Super Bowl viewers (N=892) and a random sample of NFL database subscribers (N=209). Results from analysis on the whole group of respondents (N=1,101) showed that the competitiveness of the game and the teams competing were the two most important elements affecting viewers?enjoyment of the Super Bowl broadcast. The third highest rated item was the commercials. The halftime show, which rated sixth in its perceived contribution to the enjoyment of the broadcast, received marginally positive ratings relating to its overall importance for the entertainment value of the Super Bowl. Respondents were then grouped into two categories based on their self-reported level of fan avidity. Analysis of variance results indicated statistically

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The Outcomes of Coattail Marketing: The Case of Windsor, Ontario, and Super Bowl XL
Authors: Marijke Taks, Vassil Girginov, Robert Boucher
Abstract: The recent hosting of Bowl XL in Detroit gave the adjacent Canadian city of Windsor, Ontario, the opportunity to ‘coattail market?the event and reap some obvious benefits. For a modest $250,000 investment, Windsor was billed as the co-host and the local media cooperated by providing very positive coverage of this ‘win win?arrangement. Using Hiller’s (1998) linkage model for analyzing the impact of mega sporting events, the authors use qualitative methods to determine the extent to which the city enjoyed tangible returns as a result of this unique co-hosting arrangement. On-site interviews with selected sport bar owners and a content analysis of local and national newspapers yielded data to support Hiller’s model. Viewing mega sporting events in the economic and political context of the host city provides a more balanced landscape from which conclusions might be drawn. In particular, the unexpected outcomes known as parallel linkages are useful in tempering the sometimes exaggerated claims of economic impact that are so often used before, during, and after the staging of these hallmark events.

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Affect and Purchase Intentions of Super Bowl XL Spectators: Examining the Influence of Sport Fandom, Age, and Gender
Authors: David A. Tobar
Abstract: This study examined personal characteristics (e.g., sport fandom, age, gender) and affective outcomes (e.g., mood, enjoyment) of Super Bowl XL television spectators. Purchase intentions of products marketed during the Super Bowl were also examined. The sample included college students (59 men; 22 women) and their parents (51 fathers; 60 mothers). Participants completed measures of sport fandom and mood before the Super Bowl, and measures of mood, enjoyment, and purchase intentions following the Super Bowl. Men and students reported higher sport fandom. Students reported more mood disturbance, but only gender moderated select mood states pre- to post-Super Bowl. Higher sport fandom, women, and parents reported more enjoyment for various factors. Higher sport fandom and increased enjoyment of advertisements and other aspects of the Super Bowl were related to higher scores for purchase intentions. Sport marketers should consider personal characteristics and affect of spectators when developing marketing strategies.

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