SMQ Issue 5:4

Contents for SMQ Issue 5:4

The Effects of Courtside Advertising on Product Recognition and Attitude Change
Authors: Douglas M. Turco
Abstract: On-site advertising sales are a major revenue source for college and professional sport operations and are being pursued more aggressively than ever before. From scoreboards to seats on the players’ bench, nearly every square foot of a sport venue is for sale . The competition for advertising dollars is keen, and sport marketers must demonstrate the value of arena signage to existing or prospective advertisers if such marketers wish to be successful in their endeavors. The purpose of this study was to measure spectators’ recognition of and attitudes toward courtside advertisers at home games of a men’s NCAA Division I basketball team. This study furthur analyzed spectator data to determine whether ad recognition accuracy and product attitudes were influenced by frequency of arena visitation among spectators.

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Advertising and the Development of Consumer Purchasing Criteria: The Sporting Goods Industry, 1900-1930
Authors: Lawrence W. Fielding, Lori K. Miller
Abstract: This paper traces the development of sporting goods advertising during the first three decades of the 20th century. The study revealed four important lessons for contemporary sporting goods advertisers. First, advertisements establish the criteria that consumers use in determining product quality. Second, successful advertisers connect their message to the values and cultural concerns held by their audience. Third, successful advertisers present their products as representations of cultural values and as a remedy to social issues. Fourth, intangible cultural values and issues are made tangible by linking athletic stars and popular personalities with the product. Nike sales of women’s products Nike Swoosh trademark

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A Functional Model of Fan Attendance Motivations for College Football
Authors: Lynn R. Kahle, Kenneth M. Kambara, Gregory M. Rose
Abstract: This paper uses Kelman’s functional theory of attitudinal motivation to construct and empirically to test a model of fan attendance at college football games, based on a survey from 112 students at a large public university in the Pacific Northwest region of the United States. Results imply that consumers are primarily motivated by a desire for a unique, self-expressive experience, camaraderie (a desire for group affiliation) and internalization (an overall attachment to and love of the game). Antecedents of seeking a unique, self-expressive experience include identification with winning and the desire for a self-defining experience. Antecedents of camaraderie include obligation and compliance. Gender differences were also found. Marketing implications congruent with the model are offered.

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An Investigation of Sport Marketing Competencies
Authors: Peter Smolianov, Dr. David Shilbury
Abstract: This research examined sport marketing competencies considered by 103 professionals to be important for sport marketing administrators. Four job segments within the profession were surveyed and included: sport marketing firms, amateur sport organizations, professional sport organizations, and college athletics. Using a Likert scale, the survey revealed 20 essential sport marketing competencies for the profession. Also investigated were the sources through which the competiences were acquired. The competencies were mostly gained on-the-job (52.2%). A two-choice scale indicated which competencies were performed by the marketers and which competencies were delegated. The respondents delegated 37% of their competencies. Over 70% of the marketers were former sports competitors.

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Olympic Games Marketing in Japan
Authors: Senji Ishikawa, David K. Stotlar, Marcia L. Walker
Abstract: The purpose of this study was to determine the Japanese consumers’ image of and the effectiveness of current Olympic sponsorship in Japan. A survey instrument was designed to assess consumers’ identification of Olympic sponsors and to evaluate their effects. Specifically, data were collected for Olympic sponsors (The Olympic Programme and Japanese Olympic Committee [JOC] sponsors) and Gambare Nippon campaign (GNC) sponsors. In conclusion, the study found that consumers were confused about the classification and identity of sponsors. In addition, those who viewed TV more frequently identified more strongly with the Olympics and were impacted more by sponsors than were less frequent viewers.

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World Cup Review and Preview
Authors: Tracy L. Schoenadel
Abstract: World Cup total television audiences World Cup Championships

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SMQ PROfile 5-4
Authors: SMQ Editor
Abstract: Donna Lopiano Women’s Sports Foundation University of Southern California Southern Conneticut State College

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The Ever Expanding Impact of Technology on Sport Marketing, Part II
Authors: Jay Gladden
Abstract: Technology is greatly altering the way the sport product is marketed. This second of a two-part segment on the impact of technology on sport marketing, focuses on specific technological developments (other than the Internet) in the sport marketplace. As always, we welcome ideas and data from our readers. international sports marketing agency

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