SMQ Issue 6:3

Contents for SMQ Issue 6:3

Computers, the Internet, and Marketing College Athletics
Authors: Paul V. Farrell, Daniel J. McCann
Abstract: home pages of athletic programs computer technology er-related issues
Measuring the Economic and Fiscal Impacts of State High School Sport Championships
Authors: Douglas M. Turco,
Abstract: Host community leaders and private sector sponsors often judge the worthiness of a sporting event by the size of its financial contributions to the local economy. This article describes the methods used to measure the direct spending and subsequent local tax revenues generated by a state high school sporting event. Specifically, spending by non-resident spectators at the 1994 Illinois High School Asociation (IHSA) State Girls Basketball Championships was determined and applied to State of Illinois gross receipts and lodging tax rates to determine fiscal impacts.

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Factors Affecting Methods Used by Annual Giving Programs: A Qualitative Study of NCAA Division I Athletic Departments
Authors: James S. Hall, Daniel F. Mahoney
Abstract: The importance of having a successful annual giving program has increased for most NCAA Division I schools. The current study focused on (a) the various methods used within annual giving programs, (b) the environmental factors that may influence the annua

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Journal Update 6-3
Authors: Dan Covell
Abstract: This inaugural column is designed to provide sport marketing academicians and practioners with brief descriptions of professionally relevant articles culled from a broad range of publications. Articles are arranged by subject matter, and listed alphabetically by author. Information regarding subscriptions and the acquiaition of back issues can be found at the end of the column.

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Negative Influence of Market Competitors on the Attendance of Professional Sport Games: The Case of a Minor League Hockey Team
Authors: James J. Zhang, Dennis W. Smith, Dale G. Pease, Elizabeth A. Jambor
Abstract: Through identifying market competitors of a minor league professional hockey team, this case study was designed to test the hypothesis that substitute forms of entertainment and other sport attractions would negatively affect the attendance of a sport tea

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Media Watch 6-3
Authors: Tracy L. Schoenadel
Abstract: sports programming advertising sales sport advertising sales

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Determining Costs and Forecasting Profits for a Multilogoed Collegiate Memorabilia Poster: A Profitability Study in New Product Development
Authors: Mary Elizabeth Mazzeo, Jacquelyn Cuneen, Cathryn L. Claussen
Abstract: This study constitutes a profitability analysis (in abridged form) for an original collegiate memorabilia product (viz., collegiate bowl game poster). Analyses addressed business environmental conditions to determine whether or not it was possible to make a profit by creating, producing, and marketing six individually targeted posters that contained the logos of several different collegiate institutions and three bowl games. This study shows the process of market, (a brief summary of) technical, and (summary) financial analyses commonly used to evaluate market and production conditions and financial projections. (NOTE: This study was exploratory /educational in nature. Procedures for actual production, distribution, and sales were investigated but not completed.)

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SMQ PROfile 6-3
Authors: SMQ Editor
Abstract: Vic Gregovits Philadelphia Eagles Robert Morris College

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Sport on Television: A Study of the Australian Football League Television Rights
Authors: Paul Turner, David Shilbury
Abstract: The purpose of this study was to determine the revenue generated from the telecast of a major sports league. Three rounds of Australian Football League (AFL) matches were reviewed providing an inventory of advertisements. This information was analyzed to determine the value of the advertising revenue generated through the telecast of Australian Rules Football. Total revenue generted from the sale of the advertising space for the Melbourne metropolitan market was determined. Results indicate that potential earnings in excess of $AUD 32 million from Melbourne advertising sales during the 1995 telecast were achievable. The rights payment figure to the sport of $AUD 13.5 million for the 1995 season, indicates that the Seven Network is able to generate significant profits from its football programming.

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