Cinema advertising can boost the impact of television campaigns by reaching younger audiences. The shared cinema experience leads to greater attention to ads, making them more memorable. Ads that reflect cinema-goers' desire for escapism, fantasy, and entertainment work best. Research shows cinema ads increase brand appeal more than television ads and can generate the same awareness as television ads using fewer resources. However, ads must be entertaining and suitable for the cinema experience to avoid negative responses from audiences.
Time Warner are a global leader in media and entertainment with businesses in television networks and films and TV entertainment, uses its industry-leading operating scale and brands to create, package and deliver high quality content worldwide on a multi-platform basis.
Friday and Saturday saw industry big-hitters become as prevalent in the online conversation stakes as their celebrity counterparts. While Bono took the crown following a discussion around RED, the likes of Apple designer Jon Ive and WPP chief Sir Martin Sorrell sparked significant buzz online as they shared their expertise on all things advertising and design. Only Bono’s 2,328 mentions could stop Jon Ive from reaching the top spot after featuring in 1,200 conversations.
A debate between Sorrell, Twitter’s CEO Dick Costolo, and Viacom’s Phillipe Dauman was the major cause for this rise of the industry experts. The three talked about everything from Twitter’s e-commerce plans, to the future of mobile advertising and the growing trend of more data-driven ‘programmatic’ approaches. This resulted in over 2,100 mentions combined for the three brands as the social sphere sought to discuss the experts’ insights.
Bono’s presence was also boosted as he was awarded the first everCannes Lionheart Award. The power of celebrity has been omnipresent all week during Cannes Lions as the likes of Kanye West and Sir Patrick Stewart helped to drive conversations, but Bono’s award sought to recognise the value that a celebrity can have in building a humanitarian brand or campaign that can “achieve greater good for humankind”. Bono founded RED in 2006 in an attempt to get both businesses and consumers to unite in the fight against AIDS, and was on stage to raise awareness further. RED was also the second most mentioned brand during the closing days of Cannes Lions 2014, gaining 1,169 mentions and only being trumped by Ogilvy, which rounded off the week on a high with over 5,000 mentions, owing to its continually well-executed social strategy and mass pick-up of the #OgilvyCannes hashtag.
The document summarizes key highlights from Super Bowl LIII advertising. It discusses how the game itself had lower viewership and scoring than previous years. It outlines how companies created wider marketing campaigns around the event through social media and digital content. It describes how some top ads championed women, celebrated nostalgia, or promoted new products through humor and self-deprecation. Expensify's ad featuring 2 Chainz was found to be the most original, culturally relevant, and memorable by some metrics.
The Super Bowl LIII took place on February 3rd and was won by the New England Patriots over the Los Angeles Rams. Viewership was the lowest since 2009 with 98 million viewers tuning in. Despite this, 30-second advertising spots were sold for $5 million each due to the widespread marketing campaigns surrounding the event. Many advertisers focused on humor, entertainment, championing women, and invoking nostalgia to appeal to viewers. A number of ads addressed contemporary issues like the future of artificial intelligence. Expensify's ad featuring 2 Chainz and Adam Scott that promoted the brand's message was considered the most original and memorable by some analyses.
The document discusses the need for electoral reforms in India. It notes that the current electoral process alienates decent citizens from politics due to the need to resort to dishonest methods to get elected and survive in office. While electoral verdicts broadly reflect shifts in public opinion, the use of money, muscle power, and criminal activity gives certain candidates an unfair advantage. This has resulted in most major parties nominating "winnable" candidates lacking in ability and integrity. Competent people are discouraged from entering politics, weakening governance and harming democracy. Reforms are needed to encourage honest citizens to participate and ensure elections are fair.
Bjmc i, met, unit-i,i, met, unit-ii, media and literacyRai University
Media literacy involves understanding how mass media works to influence audiences and understanding the messages they convey. Literacy is linked to accessing print media but radio expanded reach to non-literate audiences. While literacy rates in developed nations are near universal, only 65% of Indians are literate. Media literacy teaches critical analysis of techniques used in media and how they construct reality beyond direct experience, aiming to make passive consumption more active and critical. It empowers citizens to challenge commercial media structures.
The document discusses ozone depletion and the importance of the ozone layer. It describes how CFCs released into the atmosphere were depleting the stratospheric ozone layer. The ozone layer protects life on Earth by absorbing harmful ultraviolet radiation from the sun. CFCs were initially widely used but are now known to release chlorine atoms that destroy ozone molecules. The consequences of ozone layer depletion include increased UV radiation reaching the Earth's surface, which can harm humans through higher rates of skin cancer and cataracts, and harm ecosystems and food supplies. International agreements like the Montreal Protocol have led to bans on CFCs and their replacement with more ozone-friendly substances to help restore the ozone layer
Cinema advertising can boost the impact of television campaigns by reaching younger audiences. The shared cinema experience leads to greater attention to ads, making them more memorable. Ads that reflect cinema-goers' desire for escapism, fantasy, and entertainment work best. Research shows cinema ads increase brand appeal more than television ads and can generate the same awareness as television ads using fewer resources. However, ads must be entertaining and suitable for the cinema experience to avoid negative responses from audiences.
Time Warner are a global leader in media and entertainment with businesses in television networks and films and TV entertainment, uses its industry-leading operating scale and brands to create, package and deliver high quality content worldwide on a multi-platform basis.
Friday and Saturday saw industry big-hitters become as prevalent in the online conversation stakes as their celebrity counterparts. While Bono took the crown following a discussion around RED, the likes of Apple designer Jon Ive and WPP chief Sir Martin Sorrell sparked significant buzz online as they shared their expertise on all things advertising and design. Only Bono’s 2,328 mentions could stop Jon Ive from reaching the top spot after featuring in 1,200 conversations.
A debate between Sorrell, Twitter’s CEO Dick Costolo, and Viacom’s Phillipe Dauman was the major cause for this rise of the industry experts. The three talked about everything from Twitter’s e-commerce plans, to the future of mobile advertising and the growing trend of more data-driven ‘programmatic’ approaches. This resulted in over 2,100 mentions combined for the three brands as the social sphere sought to discuss the experts’ insights.
Bono’s presence was also boosted as he was awarded the first everCannes Lionheart Award. The power of celebrity has been omnipresent all week during Cannes Lions as the likes of Kanye West and Sir Patrick Stewart helped to drive conversations, but Bono’s award sought to recognise the value that a celebrity can have in building a humanitarian brand or campaign that can “achieve greater good for humankind”. Bono founded RED in 2006 in an attempt to get both businesses and consumers to unite in the fight against AIDS, and was on stage to raise awareness further. RED was also the second most mentioned brand during the closing days of Cannes Lions 2014, gaining 1,169 mentions and only being trumped by Ogilvy, which rounded off the week on a high with over 5,000 mentions, owing to its continually well-executed social strategy and mass pick-up of the #OgilvyCannes hashtag.
The document summarizes key highlights from Super Bowl LIII advertising. It discusses how the game itself had lower viewership and scoring than previous years. It outlines how companies created wider marketing campaigns around the event through social media and digital content. It describes how some top ads championed women, celebrated nostalgia, or promoted new products through humor and self-deprecation. Expensify's ad featuring 2 Chainz was found to be the most original, culturally relevant, and memorable by some metrics.
The Super Bowl LIII took place on February 3rd and was won by the New England Patriots over the Los Angeles Rams. Viewership was the lowest since 2009 with 98 million viewers tuning in. Despite this, 30-second advertising spots were sold for $5 million each due to the widespread marketing campaigns surrounding the event. Many advertisers focused on humor, entertainment, championing women, and invoking nostalgia to appeal to viewers. A number of ads addressed contemporary issues like the future of artificial intelligence. Expensify's ad featuring 2 Chainz and Adam Scott that promoted the brand's message was considered the most original and memorable by some analyses.
The document discusses the need for electoral reforms in India. It notes that the current electoral process alienates decent citizens from politics due to the need to resort to dishonest methods to get elected and survive in office. While electoral verdicts broadly reflect shifts in public opinion, the use of money, muscle power, and criminal activity gives certain candidates an unfair advantage. This has resulted in most major parties nominating "winnable" candidates lacking in ability and integrity. Competent people are discouraged from entering politics, weakening governance and harming democracy. Reforms are needed to encourage honest citizens to participate and ensure elections are fair.
Bjmc i, met, unit-i,i, met, unit-ii, media and literacyRai University
Media literacy involves understanding how mass media works to influence audiences and understanding the messages they convey. Literacy is linked to accessing print media but radio expanded reach to non-literate audiences. While literacy rates in developed nations are near universal, only 65% of Indians are literate. Media literacy teaches critical analysis of techniques used in media and how they construct reality beyond direct experience, aiming to make passive consumption more active and critical. It empowers citizens to challenge commercial media structures.
The document discusses ozone depletion and the importance of the ozone layer. It describes how CFCs released into the atmosphere were depleting the stratospheric ozone layer. The ozone layer protects life on Earth by absorbing harmful ultraviolet radiation from the sun. CFCs were initially widely used but are now known to release chlorine atoms that destroy ozone molecules. The consequences of ozone layer depletion include increased UV radiation reaching the Earth's surface, which can harm humans through higher rates of skin cancer and cataracts, and harm ecosystems and food supplies. International agreements like the Montreal Protocol have led to bans on CFCs and their replacement with more ozone-friendly substances to help restore the ozone layer
Bjmc i, dcm,unit-ii, radio jornalism- how did it startRai University
This document provides a history of the development of radio journalism. It describes some of the early pioneers and inventions that laid the groundwork, including Edison's phonograph, Marconi's improvements to wireless communication in the late 1800s, and early radio broadcasts by Fessenden and others in the early 1900s. It then discusses how radio started to become more commercial and widespread in the 1920s, as big companies like RCA and Westinghouse got involved, more stations were established, and improved radio receivers became widely available and affordable to the mass public.
Bjmc i, igp, unit-iii, center state relationshipRai University
1. The Indian Constitution provides for a federal system with a central government and state governments, similar to the US. However, it also allows the central government to assume extraordinary powers over states during emergencies.
2. During emergencies, the central government can take on the powers of state governments and administrations. It can also issue directions to states on how to exercise executive powers.
3. The central government has significant influence and control over state governments and administrations. It can impose president's rule over states and remove state governments. Governors are also appointed by the central government.
Bjmc i, met, unit-i, media & social changeRai University
1. The document discusses the role of media in influencing social change through reporting on important stories and scandals that impacted people's lives. It provides examples like the Watergate scandal that led to Nixon's resignation, and the TV show Kaun Banega Crorepati that showed Indians it was possible to become rich.
2. The media acts as a watchdog on those in power by investigating corruption and exposing wrongdoings, as was seen during the Watergate scandal where journalists Woodward and Bernstein uncovered Nixon's involvement in the cover up.
3. The Watergate scandal unfolded between 1972-1974, beginning with the burglary of the Democratic Party headquarters in the Watergate building. Investigations eventually revealed tapes of
BSc(Agriculture)_Elementary Mathematics_Semster-I_Part-IIRai University
BSc(Agriculture)_Elementary Mathematics_Semster-I
Unit-I Basics of Algebra-I
Unit-II Basics of Algebra-II
Unit-III Determinant and Matrices
Unit-IV Basics of Angle, Triangle and Lines
Unit-V Complex Number
Bdft ii, fashion movement, fcpr, unit-i,ii,iiiRai University
The document discusses different theories of fashion movement - trickle-down theory, trickle-up theory, and trickle-across theory. It also outlines the stages of the fashion cycle: introduction, rise, peak, decline, and obsolescence. Key points include that fashion trends originate among either higher or lower socioeconomic groups and spread across groups; and that all styles rotate through the stages of the fashion cycle as they gain and lose popularity over time.
Llb i choi u ii history of constitution 1600-1947Rai University
The document discusses the constitutional history of India from 1858 to 1947. It was prepared by Professor Nita Solanki and references two sources on the topic - The Constitution of India by Bakshi P.M. and Indian legal & Constitutional History by Gandhi B.M.
The document discusses disaster management and its key components: preparedness, response, recovery, and prevention. It defines a disaster as a natural or manmade event causing widespread human and economic loss. Disaster preparedness involves measures to help communities cope with disasters, such as community education, warning systems, and mock drills. Disaster response aims to minimize effects during and immediately after a disaster through implementing plans, medical assistance, shelter, and search and rescue. Disaster recovery supports reconstruction of infrastructure and restoration of well-being through counseling, rebuilding damaged areas, and financial support. Prevention and mitigation measures aim to reduce incidence and severity of disasters by restricting habitation in risk zones and building disaster-resistant infrastructure.
Diploma_Semester-II_Advanced Mathematics_Definite IntegrationRai University
This document discusses definite integration from a course on advanced mathematics. It defines definite integration, lists elementary properties of definite integrals including basic formulas and properties involving multiple integrals. It also covers standard properties related to inequalities and the mean value theorem. Examples are provided to demonstrate evaluating definite integrals of basic functions between limits using properties and formulas. The document concludes with exercises asking to evaluate definite integrals of various functions.
The document discusses the concept of environment and environmental laws in India. It defines environment as encompassing land, water, air and all living creatures. It notes that the Indian constitution mandates the state to protect and improve the environment. Several key acts are discussed including the Environment Protection Act of 1986, Water and Air Pollution Acts, Wildlife Protection Act and the Forest Conservation Act. The document provides an overview of India's legal framework for environmental protection.
Llb i choi u iii introduction to indian constitutionRai University
The Indian Constitution was created after independence from Britain in 1947. It was influenced by several other constitutions from around the world, including the British parliamentary system, U.S. concepts of judicial independence and fundamental rights, Canada's federal system, and Germany's emergency provisions. The constitution was drafted over three years by a committee chaired by Dr. B.R. Ambedkar. It was adopted on November 26, 1949 and enacted on January 26, 1950, establishing India as a sovereign, socialist, secular, democratic republic with concepts of justice, liberty, equality and fraternity according to the preamble.
Bdft ii, drafting & pattern making, unit-i, standard measurementRai University
This document provides information about standardizing body measurements for clothing sizes in different countries and systems. It discusses the importance of measurement surveys, but notes they are costly due to the large number of subjects needed. Various scanning and imaging techniques have been developed to collect 3D body measurement data. Conversions of images to measurements can have difficulties identifying landmarks and accounting for a body's changing state. Both public and private research is conducted to develop standardized sizing systems, but data is not always publicly available. The document then provides details on specific women's, men's, and children's sizing standards and dimensions from sources like ASTM and historical US sizing charts.
This document discusses factors that affect business planning and forecasting. It outlines both internal and external assumptions that planners must consider, including forecasts about demand, policies, and customer attitudes. Key factors in the general business environment that influence planning are political stability, government control and policies, population trends, price levels, technological changes, and international situations. Planners must also account for the availability of production factors like labor, materials, capital, and business location. Effective planning requires forecasting sales, capital investments, basic policies, material supplies, business development, and assessing employee abilities to develop alternative plans based on strengths, weaknesses, opportunities, and threats.
This document provides an overview of management concepts including definitions, functions, approaches, theorists, and levels. It defines management as the acts of getting people together to accomplish goals and objectives using planning, organizing, staffing, leading, and controlling. The four main functions of management are identified as planning, organizing, leading, and controlling. Classical and modern approaches to management thought are described including scientific management by Taylor and administrative management principles by Fayol. Management hierarchy and skills required at different levels are also summarized.
Sorry, but for copyright reasons we do not allow the content o.docxrafbolet0
Sorry, but for copyright reasons we do not allow the content of this site to be printed.
All rights reserved. No part of the content on this site may be reproduced, printed, stored in a retrieval system, or transmitted,
in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior written
permission of Kaplan Publishing.
Page 1 of 1
2/11/2015http://kfknowledgebank.kaplan.co.uk/KFKB/Wiki%20Pages/Expected%20...
33l OCTOBER 2007 l International Journal of Sports Marketing & Sponsorship
CASE
STUDY
Super Bowl: a case study of buzz marketing
Keywords
Super Bowl
event marketing
internet advertising
buzz marketing
word of mouth
advertising tools
Executive summary
When it comes to American football, the Super Bowl is
the premier game of the National Football League
(NFL) in the United States. The Super Bowl is
annually the nation’s highest-rated TV programme and
the most watched single-day sporting event. A great
deal of excitement revolves around the game, the half-
time show and the advertisements. The game tends to
have high Nielsen television ratings and on average
80–90 million Americans are tuned into the Super
Bowl at any given moment (Associated Press, 2007).
With consumers more broadband- and wireless-
connected, Super Bowl has become an entertainment
and social extravaganza in its own right, and has
emerged as ‘must watch’ television.
But what happens when the few TV programmes
that traditionally attracted millions of people fall prey
to competition? Despite the hype surrounding the
2006 Winter Olympics, the Games proved no match
for television’s gold medal-winning American Idol.
Given that the sporting environment is moving in
Abstract
In the US, the Super Bowl is annually the nation’s
highest-rated TV programme and the most watched
single-day sporting event. But could the Super Bowl,
like other sporting events that traditionally attracted
millions of people, fall prey to competition? This case
study argues that despite the increasing fragmentation
of viewing audiences, Super Bowl is an event in itself.
The case describes the marketing and social
environment encompassing the Super Bowl, and
addresses the metamorphosis that has helped it
maintain its competitive edge. The study concludes
with a discussion of buzz marketing as a complete
solution for maintaining competitiveness in today’s
sporting environment.
Iris Mohr
Associate Professor, Marketing Department, Tobin College of Business
St John’s University, 8000 Utopia Parkways, Jamaica, NY 11439, US
Tel: +1 718 990 7307
Email: [email protected]
Peer reviewed
34 International Journal of Sports Marketing & Sponsorship l OCTOBER 2007 l
CA
SE
ST
UD
Y
Super Bowl: a case study of buzz marketing
unexpected directions, is it possible that the American
Idol phenomenon could happen to Super Bowl? This
case argues that unlike the Olympics, Super Bowl is
not only about competition between TV networks, the
game itself or about.
33l OCTOBER 2007 l International Journal of Sports Marketing &.docxgilbertkpeters11344
33l OCTOBER 2007 l International Journal of Sports Marketing & Sponsorship
CASE
STUDY
Super Bowl: a case study of buzz marketing
Keywords
Super Bowl
event marketing
internet advertising
buzz marketing
word of mouth
advertising tools
Executive summary
When it comes to American football, the Super Bowl is
the premier game of the National Football League
(NFL) in the United States. The Super Bowl is
annually the nation’s highest-rated TV programme and
the most watched single-day sporting event. A great
deal of excitement revolves around the game, the half-
time show and the advertisements. The game tends to
have high Nielsen television ratings and on average
80–90 million Americans are tuned into the Super
Bowl at any given moment (Associated Press, 2007).
With consumers more broadband- and wireless-
connected, Super Bowl has become an entertainment
and social extravaganza in its own right, and has
emerged as ‘must watch’ television.
But what happens when the few TV programmes
that traditionally attracted millions of people fall prey
to competition? Despite the hype surrounding the
2006 Winter Olympics, the Games proved no match
for television’s gold medal-winning American Idol.
Given that the sporting environment is moving in
Abstract
In the US, the Super Bowl is annually the nation’s
highest-rated TV programme and the most watched
single-day sporting event. But could the Super Bowl,
like other sporting events that traditionally attracted
millions of people, fall prey to competition? This case
study argues that despite the increasing fragmentation
of viewing audiences, Super Bowl is an event in itself.
The case describes the marketing and social
environment encompassing the Super Bowl, and
addresses the metamorphosis that has helped it
maintain its competitive edge. The study concludes
with a discussion of buzz marketing as a complete
solution for maintaining competitiveness in today’s
sporting environment.
Iris Mohr
Associate Professor, Marketing Department, Tobin College of Business
St John’s University, 8000 Utopia Parkways, Jamaica, NY 11439, US
Tel: +1 718 990 7307
Email: [email protected]
Peer reviewed
34 International Journal of Sports Marketing & Sponsorship l OCTOBER 2007 l
CA
SE
ST
UD
Y
Super Bowl: a case study of buzz marketing
unexpected directions, is it possible that the American
Idol phenomenon could happen to Super Bowl? This
case argues that unlike the Olympics, Super Bowl is
not only about competition between TV networks, the
game itself or about the specific ads, but about the
social dimension of the event – the parties, gatherings
and betting – which made it a shared national
experience. The game and its ancillary festivities
constitute Super Bowl Sunday, which over the years
has become likened to an unofficial American national
holiday. This case study describes the marketing and
social environment encompassing the Super Bowl
sporting event, and addresses its metamorphosis over
the years, which has helped.
"Welcome to the second edition of PwC’s1 outlook for the global sports market. In this edition we provide revenue forecasts at a global and regional basis over the five years to 2015, and also drill down into key segments with projections for gate revenues, sponsorship, media rights and merchandising." - pwc
The document discusses media coverage of sport from the 1980s to today. It notes that media coverage has expanded significantly, with more outlets now covering more sports. Television now includes dedicated sports channels like Sky Sports, and the internet allows 24/7 access to sports news and information. However, increased commercialization has also influenced sports as schedules are altered for TV and sponsorship deals are prominent. Overall, the relationship between sport and media is now highly codependent, with each influencing and benefiting the other.
1) Television has had a huge financial impact on sports, driving up the cost of broadcasting rights tremendously since the BBC paid £15,000 for the 1948 Olympics rights.
2) American television networks alone spend around $20 billion annually on sports rights, with deals for events like the Super Bowl costing billions.
3) This influx of money has changed sports by making top athletes among the highest paid entertainers and influencing decisions about league structures and schedules to maximize television exposure and revenue.
The World Cup takes place in Brazil from 12th June- 13th July 2014 and will be a key event for a range of advertisers, the football enthusiast, and the majority of the nation.
Along with the official sponsors and partners, other advertisers can also benefit from one of the world’s major sporting events, and all the excitement and attention that surrounds it.
This document details how Out-of-Home, as a broadcast medium, complements World Cup TV coverage, taps into the mood of the nation and social buzz, and capitalises on the change in consumer behaviour associated with the World Cup.
Bjmc i, dcm,unit-ii, radio jornalism- how did it startRai University
This document provides a history of the development of radio journalism. It describes some of the early pioneers and inventions that laid the groundwork, including Edison's phonograph, Marconi's improvements to wireless communication in the late 1800s, and early radio broadcasts by Fessenden and others in the early 1900s. It then discusses how radio started to become more commercial and widespread in the 1920s, as big companies like RCA and Westinghouse got involved, more stations were established, and improved radio receivers became widely available and affordable to the mass public.
Bjmc i, igp, unit-iii, center state relationshipRai University
1. The Indian Constitution provides for a federal system with a central government and state governments, similar to the US. However, it also allows the central government to assume extraordinary powers over states during emergencies.
2. During emergencies, the central government can take on the powers of state governments and administrations. It can also issue directions to states on how to exercise executive powers.
3. The central government has significant influence and control over state governments and administrations. It can impose president's rule over states and remove state governments. Governors are also appointed by the central government.
Bjmc i, met, unit-i, media & social changeRai University
1. The document discusses the role of media in influencing social change through reporting on important stories and scandals that impacted people's lives. It provides examples like the Watergate scandal that led to Nixon's resignation, and the TV show Kaun Banega Crorepati that showed Indians it was possible to become rich.
2. The media acts as a watchdog on those in power by investigating corruption and exposing wrongdoings, as was seen during the Watergate scandal where journalists Woodward and Bernstein uncovered Nixon's involvement in the cover up.
3. The Watergate scandal unfolded between 1972-1974, beginning with the burglary of the Democratic Party headquarters in the Watergate building. Investigations eventually revealed tapes of
BSc(Agriculture)_Elementary Mathematics_Semster-I_Part-IIRai University
BSc(Agriculture)_Elementary Mathematics_Semster-I
Unit-I Basics of Algebra-I
Unit-II Basics of Algebra-II
Unit-III Determinant and Matrices
Unit-IV Basics of Angle, Triangle and Lines
Unit-V Complex Number
Bdft ii, fashion movement, fcpr, unit-i,ii,iiiRai University
The document discusses different theories of fashion movement - trickle-down theory, trickle-up theory, and trickle-across theory. It also outlines the stages of the fashion cycle: introduction, rise, peak, decline, and obsolescence. Key points include that fashion trends originate among either higher or lower socioeconomic groups and spread across groups; and that all styles rotate through the stages of the fashion cycle as they gain and lose popularity over time.
Llb i choi u ii history of constitution 1600-1947Rai University
The document discusses the constitutional history of India from 1858 to 1947. It was prepared by Professor Nita Solanki and references two sources on the topic - The Constitution of India by Bakshi P.M. and Indian legal & Constitutional History by Gandhi B.M.
The document discusses disaster management and its key components: preparedness, response, recovery, and prevention. It defines a disaster as a natural or manmade event causing widespread human and economic loss. Disaster preparedness involves measures to help communities cope with disasters, such as community education, warning systems, and mock drills. Disaster response aims to minimize effects during and immediately after a disaster through implementing plans, medical assistance, shelter, and search and rescue. Disaster recovery supports reconstruction of infrastructure and restoration of well-being through counseling, rebuilding damaged areas, and financial support. Prevention and mitigation measures aim to reduce incidence and severity of disasters by restricting habitation in risk zones and building disaster-resistant infrastructure.
Diploma_Semester-II_Advanced Mathematics_Definite IntegrationRai University
This document discusses definite integration from a course on advanced mathematics. It defines definite integration, lists elementary properties of definite integrals including basic formulas and properties involving multiple integrals. It also covers standard properties related to inequalities and the mean value theorem. Examples are provided to demonstrate evaluating definite integrals of basic functions between limits using properties and formulas. The document concludes with exercises asking to evaluate definite integrals of various functions.
The document discusses the concept of environment and environmental laws in India. It defines environment as encompassing land, water, air and all living creatures. It notes that the Indian constitution mandates the state to protect and improve the environment. Several key acts are discussed including the Environment Protection Act of 1986, Water and Air Pollution Acts, Wildlife Protection Act and the Forest Conservation Act. The document provides an overview of India's legal framework for environmental protection.
Llb i choi u iii introduction to indian constitutionRai University
The Indian Constitution was created after independence from Britain in 1947. It was influenced by several other constitutions from around the world, including the British parliamentary system, U.S. concepts of judicial independence and fundamental rights, Canada's federal system, and Germany's emergency provisions. The constitution was drafted over three years by a committee chaired by Dr. B.R. Ambedkar. It was adopted on November 26, 1949 and enacted on January 26, 1950, establishing India as a sovereign, socialist, secular, democratic republic with concepts of justice, liberty, equality and fraternity according to the preamble.
Bdft ii, drafting & pattern making, unit-i, standard measurementRai University
This document provides information about standardizing body measurements for clothing sizes in different countries and systems. It discusses the importance of measurement surveys, but notes they are costly due to the large number of subjects needed. Various scanning and imaging techniques have been developed to collect 3D body measurement data. Conversions of images to measurements can have difficulties identifying landmarks and accounting for a body's changing state. Both public and private research is conducted to develop standardized sizing systems, but data is not always publicly available. The document then provides details on specific women's, men's, and children's sizing standards and dimensions from sources like ASTM and historical US sizing charts.
This document discusses factors that affect business planning and forecasting. It outlines both internal and external assumptions that planners must consider, including forecasts about demand, policies, and customer attitudes. Key factors in the general business environment that influence planning are political stability, government control and policies, population trends, price levels, technological changes, and international situations. Planners must also account for the availability of production factors like labor, materials, capital, and business location. Effective planning requires forecasting sales, capital investments, basic policies, material supplies, business development, and assessing employee abilities to develop alternative plans based on strengths, weaknesses, opportunities, and threats.
This document provides an overview of management concepts including definitions, functions, approaches, theorists, and levels. It defines management as the acts of getting people together to accomplish goals and objectives using planning, organizing, staffing, leading, and controlling. The four main functions of management are identified as planning, organizing, leading, and controlling. Classical and modern approaches to management thought are described including scientific management by Taylor and administrative management principles by Fayol. Management hierarchy and skills required at different levels are also summarized.
Sorry, but for copyright reasons we do not allow the content o.docxrafbolet0
Sorry, but for copyright reasons we do not allow the content of this site to be printed.
All rights reserved. No part of the content on this site may be reproduced, printed, stored in a retrieval system, or transmitted,
in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior written
permission of Kaplan Publishing.
Page 1 of 1
2/11/2015http://kfknowledgebank.kaplan.co.uk/KFKB/Wiki%20Pages/Expected%20...
33l OCTOBER 2007 l International Journal of Sports Marketing & Sponsorship
CASE
STUDY
Super Bowl: a case study of buzz marketing
Keywords
Super Bowl
event marketing
internet advertising
buzz marketing
word of mouth
advertising tools
Executive summary
When it comes to American football, the Super Bowl is
the premier game of the National Football League
(NFL) in the United States. The Super Bowl is
annually the nation’s highest-rated TV programme and
the most watched single-day sporting event. A great
deal of excitement revolves around the game, the half-
time show and the advertisements. The game tends to
have high Nielsen television ratings and on average
80–90 million Americans are tuned into the Super
Bowl at any given moment (Associated Press, 2007).
With consumers more broadband- and wireless-
connected, Super Bowl has become an entertainment
and social extravaganza in its own right, and has
emerged as ‘must watch’ television.
But what happens when the few TV programmes
that traditionally attracted millions of people fall prey
to competition? Despite the hype surrounding the
2006 Winter Olympics, the Games proved no match
for television’s gold medal-winning American Idol.
Given that the sporting environment is moving in
Abstract
In the US, the Super Bowl is annually the nation’s
highest-rated TV programme and the most watched
single-day sporting event. But could the Super Bowl,
like other sporting events that traditionally attracted
millions of people, fall prey to competition? This case
study argues that despite the increasing fragmentation
of viewing audiences, Super Bowl is an event in itself.
The case describes the marketing and social
environment encompassing the Super Bowl, and
addresses the metamorphosis that has helped it
maintain its competitive edge. The study concludes
with a discussion of buzz marketing as a complete
solution for maintaining competitiveness in today’s
sporting environment.
Iris Mohr
Associate Professor, Marketing Department, Tobin College of Business
St John’s University, 8000 Utopia Parkways, Jamaica, NY 11439, US
Tel: +1 718 990 7307
Email: [email protected]
Peer reviewed
34 International Journal of Sports Marketing & Sponsorship l OCTOBER 2007 l
CA
SE
ST
UD
Y
Super Bowl: a case study of buzz marketing
unexpected directions, is it possible that the American
Idol phenomenon could happen to Super Bowl? This
case argues that unlike the Olympics, Super Bowl is
not only about competition between TV networks, the
game itself or about.
33l OCTOBER 2007 l International Journal of Sports Marketing &.docxgilbertkpeters11344
33l OCTOBER 2007 l International Journal of Sports Marketing & Sponsorship
CASE
STUDY
Super Bowl: a case study of buzz marketing
Keywords
Super Bowl
event marketing
internet advertising
buzz marketing
word of mouth
advertising tools
Executive summary
When it comes to American football, the Super Bowl is
the premier game of the National Football League
(NFL) in the United States. The Super Bowl is
annually the nation’s highest-rated TV programme and
the most watched single-day sporting event. A great
deal of excitement revolves around the game, the half-
time show and the advertisements. The game tends to
have high Nielsen television ratings and on average
80–90 million Americans are tuned into the Super
Bowl at any given moment (Associated Press, 2007).
With consumers more broadband- and wireless-
connected, Super Bowl has become an entertainment
and social extravaganza in its own right, and has
emerged as ‘must watch’ television.
But what happens when the few TV programmes
that traditionally attracted millions of people fall prey
to competition? Despite the hype surrounding the
2006 Winter Olympics, the Games proved no match
for television’s gold medal-winning American Idol.
Given that the sporting environment is moving in
Abstract
In the US, the Super Bowl is annually the nation’s
highest-rated TV programme and the most watched
single-day sporting event. But could the Super Bowl,
like other sporting events that traditionally attracted
millions of people, fall prey to competition? This case
study argues that despite the increasing fragmentation
of viewing audiences, Super Bowl is an event in itself.
The case describes the marketing and social
environment encompassing the Super Bowl, and
addresses the metamorphosis that has helped it
maintain its competitive edge. The study concludes
with a discussion of buzz marketing as a complete
solution for maintaining competitiveness in today’s
sporting environment.
Iris Mohr
Associate Professor, Marketing Department, Tobin College of Business
St John’s University, 8000 Utopia Parkways, Jamaica, NY 11439, US
Tel: +1 718 990 7307
Email: [email protected]
Peer reviewed
34 International Journal of Sports Marketing & Sponsorship l OCTOBER 2007 l
CA
SE
ST
UD
Y
Super Bowl: a case study of buzz marketing
unexpected directions, is it possible that the American
Idol phenomenon could happen to Super Bowl? This
case argues that unlike the Olympics, Super Bowl is
not only about competition between TV networks, the
game itself or about the specific ads, but about the
social dimension of the event – the parties, gatherings
and betting – which made it a shared national
experience. The game and its ancillary festivities
constitute Super Bowl Sunday, which over the years
has become likened to an unofficial American national
holiday. This case study describes the marketing and
social environment encompassing the Super Bowl
sporting event, and addresses its metamorphosis over
the years, which has helped.
"Welcome to the second edition of PwC’s1 outlook for the global sports market. In this edition we provide revenue forecasts at a global and regional basis over the five years to 2015, and also drill down into key segments with projections for gate revenues, sponsorship, media rights and merchandising." - pwc
The document discusses media coverage of sport from the 1980s to today. It notes that media coverage has expanded significantly, with more outlets now covering more sports. Television now includes dedicated sports channels like Sky Sports, and the internet allows 24/7 access to sports news and information. However, increased commercialization has also influenced sports as schedules are altered for TV and sponsorship deals are prominent. Overall, the relationship between sport and media is now highly codependent, with each influencing and benefiting the other.
1) Television has had a huge financial impact on sports, driving up the cost of broadcasting rights tremendously since the BBC paid £15,000 for the 1948 Olympics rights.
2) American television networks alone spend around $20 billion annually on sports rights, with deals for events like the Super Bowl costing billions.
3) This influx of money has changed sports by making top athletes among the highest paid entertainers and influencing decisions about league structures and schedules to maximize television exposure and revenue.
The World Cup takes place in Brazil from 12th June- 13th July 2014 and will be a key event for a range of advertisers, the football enthusiast, and the majority of the nation.
Along with the official sponsors and partners, other advertisers can also benefit from one of the world’s major sporting events, and all the excitement and attention that surrounds it.
This document details how Out-of-Home, as a broadcast medium, complements World Cup TV coverage, taps into the mood of the nation and social buzz, and capitalises on the change in consumer behaviour associated with the World Cup.
Fair Use & Fair Play: Olympic Marketing in the Information Age Alex Locke
This document discusses the history and organization of the Olympics, as well as issues around sponsorship, ambush marketing, legislation, and broadcasting rights. It provides an overview of how the ancient Olympics originated and the formation of the modern Olympics by Pierre de Coubertin. It describes the Olympic organizational structure including the IOC, NOCs, and OCOGs. It discusses how sponsorship funding works through the TOP program but is threatened by ambush marketing. It analyzes legislation passed to protect Olympic sponsors and broadcasting rights, and how this has been both overreaching and counterproductive. The document proposes eliminating national Olympic legislation and creating an international Olympic fair use board to better balance intellectual property protections and allow for fair use in the new media landscape.
Sports broadcasting has evolved significantly from early radio broadcasts to today's globalized landscape. In the early days of radio in the 1920s, radio was how fans experienced live sports coverage of games they couldn't attend. Television further expanded sports broadcasting beginning in the 1930s by adding video to the experience. Today, the internet and streaming have made sports coverage available internationally on an unprecedented scale, democratizing how fans watch their favorite teams and athletes anytime, anywhere. Sports broadcasting is now a major global industry and economic driver.
This document discusses the commercialization of sport over time. It began with spectators paying to watch, allowing clubs to make a profit and develop sports. Some sports were then able to pay performers to attract more spectators. Technology like television has transformed sports by providing greater income and exposure. Sports organizations now operate in an increasingly competitive market for both spectators and sponsorship deals, where sponsorship pursues commercial objectives through brand associations.
The document discusses the First Amendment and regulations on broadcast media. It notes that while the First Amendment protects free speech and press, broadcast content like radio and TV are subject to certain rules due to scarcity of spectrum and the persuasive nature of the medium. Regulations aim to protect audiences, especially children, and rules cover topics like personal attacks, station identification, political content, and obscenity. The new law will change industry competition and regulation.
222019 Internal Analysis Strengths, Weaknesses, and Competi.docxvickeryr87
2/2/2019 Internal Analysis: Strengths, Weaknesses, and Competitive Advantage
https://edugen.wileyplus.com/edugen/courses/crs12076/ebook/c03/dyer9781119411697c03xlinks.xform?id=c03-sec-7026 1/10
CASE 3
ESPN in 2015
Continued Dominance in Sports Television?
“If you're a fan, what you'll see in the next minutes, hours, and days to follow may convince you, you've gone to sports heaven.”
—Lee Leonard, September 7, 1979. The first on-air words at ESPN
John Skipper, president and CEO of ESPN since 2012, sat at his desk and intently reviewed comments by Bob Iger, Disney CEO, and his direct boss,
during last night's earnings call: “I'd like to address an issue that has been receiving a fair amount of interest and attention these days and that's the
rapidly changing media landscape especially as it relates to ESPN. We are realists about the business and about the impact technology has had on how
product is distributed, marketed, and consumed. We are also quite mindful of potential trends among younger audiences, in particular many of whom
consume television in very different ways than the generations before them … ESPN is the number one brand in sports media and one of the most
valuable brands in all sports and among the most popular, respected and valuable brands in media, by consumers, advertisers, and distributors. This is
supported by the fact that in the first calendar quarter of this year alone, 83% of all multichannel households turn to ESPN at some point.”
As Skipper looked up, his eyes focused on ESPN's newest building at the sprawling 200-plus acre Bristol, Connecticut campus, DC-2. DC-2 was
ESPN's 18th building and featured the state of the art in television broadcasting, with 194,000 square feet, 114 television screens and monitors, 1,100
miles of copper wire, the ability to broadcast SportsCenter in 4 K, 8 K, 3-D, and even a floating “CableCam” that treated visitors to an NFL playing
field experience. He reflected on the vast size of ESPN's current campus, remembering that ESPN originated from temporary trailers on a less than a
single acre in 1979.
Skipper's mind raced forward, wondering if and how this new investment would pay off in a world with almost overwhelming technological risk to
media companies. When sports news traveled instantaneously over Twitter and social media, and with the rise of free video streaming, Skipper
wondered about ESPN's relevance, competitive advantage, and revenue stream. Was ESPN ready for the next wave of disruption? How could ESPN
maintain and grow its dominant position in sports programming?
The Beginning
The idea that gave birth to ESPN hatched over two days, May 30–31, 1978. Bill Rasmussen, an ex-collegiate baseball player and sports nut, had just
been fired as the communications director for the New England (Hartford) Whalers hockey club. As Bill and his son Scott sat around the house the
night of May 30, Bill discussed a vague set of ideas about using the new technology of cable TV to broadcast .
For the first time in history, brands are able to reach a captive market, in real-time through live TV signal.
Ship travelers now can enjoy live TV signals in their cabins’ TVs as well as TVs located in bars.
The document provides an overview and analysis of the cable television industry and the cooking channel market. It discusses key industry trends such as increasing demand for niche programming and lifestyle content. It profiles major competitors in the cable television space such as Food Network, Travel Channel, Discovery Communications, Bravo, and BBC America. Market research findings are also presented showing viewer demographics, television viewing and cooking habits, and perceptions of major networks like Food Network. The document serves as a marketing plan and competitive analysis to support the launch of a new Cooking Channel.
- The Super Bowl is the annual championship game of the NFL that is held on the first Sunday of February and is a major event for television viewership and advertising. Companies spend heavily on commercials during the game's broadcast due to the large audience.
- This year's Super Bowl commercials included ads from brands like Pringles, Tide, Budweiser, Bud Light, and Michelob Ultra that used various creative approaches.
- Current digital trends include the hashtag #BoobyTrapAfrica from a Nigerian actor on Twitter, Elon Musk expressing support for Bitcoin, and new apps like LEGO's Vidiyo and DocNow.
- Marketing trends feature Klarna UK challenging stereotypes
This document discusses strategies for radio stations to attract millennial audiences and generate additional revenue through online video content. It recommends that stations leverage existing listeners by providing ad-supported music and video content on their websites that mirrors their radio formats. Stations should also experiment with livestreaming popular local millennial influencers to attract new, younger audiences and build their brands online. By developing an inventory of short-form video content and syndicating it across multiple platforms, stations can create a new ancillary revenue stream and position themselves as the leading local media destination for millennials.
NBCUniversal is exploring opportunities to align its media company with the growing esports industry. Esports viewership has grown significantly in recent years, with over 302.7 million viewers in 2018, and $305 million in esports revenue that same year. Many traditional sports viewers also watch esports, especially those who watch football and soccer. To adapt its strategy, NBCUniversal should specialize its approach for each esport based on the demographics of their typical viewers. For example, Overwatch has more female viewers than other esports like Counter-Strike. NBCUniversal should also prepare for future growth in mobile esports and expand its coverage of various esports platforms to take advantage of increasing viewership and revenue trends in the industry
The document discusses marketing strategies used to promote the TV show "Life on Mars" in the UK, including:
1) Advertising through TV guides, magazines, and focusing on the iconic character Gene Hunt to appeal to different target audiences.
2) Promoting the genre-bending plot through trailers and positioning it as a quality BBC show.
3) Widespread advertisements in magazines and on the BBC led to merchandise sales and a spin-off book. Follow-up series "Ashes to Ashes" was also produced.
The document discusses how distribution channels for sports and entertainment have adapted over time to new technologies and consumer needs. It compares traditional live events distribution through venues to newer media distribution using radio, television, and internet platforms. It also outlines some of the key entities involved in the distribution of these industries like leagues, NCAA, and describes challenges around costs, access and technology changes.
Strategic Management: Completed an in-depth strategic company audit on Madison Square Garden Company (MSG). Utilized over 30 sources to report on the organization’s current status, 5-year performance and current strategies. Performed External & Internal Factor Evaluation with various matrices and analysis: (SWOT) (CPM) (EFE) (IFE) (QSPM). Formalized a 3-year strategy for implementation that included contingency plans and trigger-points.
The National Consumers League is calling on legislators to adopt pro-consumer legislation that could slow the rising cost of cable and satellite television bills. The FANS Act, sponsored by U.S. Senator Richard Blumenthal (D-CT), would condition professional sports leagues’ antitrust exemptions on agreements to reduce programming blackouts and increase opportunities for fans to access sports over the Internet.
Similar to Bjmc i-i, met, unit-iv, media economics - olympics and television (20)
Rai University provides high quality education for MSc, Law, Mechanical Engineering, BBA, MSc, Computer Science, Microbiology, Hospital Management, Health Management and IT Engineering.
The document discusses various types of retailers including specialty stores, department stores, supermarkets, convenience stores, and discount stores. It then covers marketing decisions for retailers related to target markets, product assortment, store services, pricing, promotion, and store location. The document also discusses wholesaling, including the functions of wholesalers, types of wholesalers, and marketing decisions faced by wholesalers.
This document discusses marketing channels and channel management. It defines marketing channels as sets of interdependent organizations that make a product available for use. Channels perform important functions like information gathering, stimulating purchases, negotiating prices, ordering, financing inventory, storage, and payment. Channel design considers customer expectations, objectives, constraints, alternatives that are evaluated. Channel management includes selecting, training, motivating, and evaluating channel members. Channels are dynamic and can involve vertical, horizontal, and multi-channel systems. Conflicts between channels must be managed to balance cooperation and competition.
The document discusses integrated marketing communication and its various elements. It defines integrated marketing communication as combining different communication modes like advertising, sales promotion, public relations, personal selling, and direct marketing to provide a complete communication portfolio to audiences. It also discusses the communication process and how each element of the marketing mix communicates to customers. The document provides details on the key components of an integrated marketing communication mix and how it can be used to build brand equity.
Pricing is a key element in determining the profitability and success of a business. The price must be set correctly - if too high, demand may decrease and the product may be priced out of the market, but if too low, revenue may not cover costs. Pricing strategies should consider the product lifecycle stage, costs, competitors, and demand factors. Common pricing methods include penetration pricing for new products, market skimming for premium products, value pricing based on perceived worth, and cost-plus pricing which adds a markup to costs. Price affects demand through price elasticity, with elastic demand more sensitive to price changes.
The document discusses various aspects of branding such as definitions of a brand, brand positioning, brand name selection, brand sponsorship, brand development strategies like line extensions and brand extensions, challenges in branding, importance of packaging, labeling, and universal product codes. It provides examples of well-known brands and analyzes their branding strategies. The key points covered are creating emotional value for customers, building relationships and loyalty, using brands to project aspirational lifestyles and values to command premium prices.
This document outlines the key stages in the new product development (NPD) process. It begins with generating ideas for new products, which can come from internal or external sources. Ideas are then screened using criteria like market size and development costs. Successful concepts are developed and test marketed to customers. If testing goes well, the product proceeds to commercialization with a full market launch. The NPD process helps companies focus their resources on projects most likely to be rewarding and brings new products to market more quickly. It describes common challenges in NPD like defining specifications and managing resources and timelines, and how to overcome them through planning and cross-functional involvement.
A product is an item offered for sale that can be physical or virtual. It has a life cycle and may need to be adapted over time to remain relevant. A product needs to serve a purpose, function well, and be effectively communicated to users. It also requires a name to help it stand out.
A product hierarchy has multiple levels from core needs down to specific items. These include the need, product family, class, line, type, and item or stock keeping unit.
Products go through a life cycle with stages of development, introduction, growth, maturity, and decline. Marketing strategies must adapt to each stage such as heavy promotion and price changes in introduction and maturity.
This document discusses barriers between marketing researchers and managerial decision makers. It identifies three types of barriers: behavioral, process, and organizational. Specific behavioral barriers discussed include confirmatory bias, the difficulty balancing creativity and data, and the newcomer syndrome. Process barriers include unsuccessful problem definition and research rigidity. Organizational barriers include misuse of information asymmetries. The document also discusses ethical issues in marketing research such as deceptive practices, invasion of privacy, and breaches of confidentiality.
The document discusses best practices for organizing, writing, and presenting a marketing research report. It provides guidance on structuring the report with appropriate headings, formatting the introduction and conclusion/recommendation sections, effectively utilizing visuals like tables and graphs, and tips for an ethical and impactful oral presentation of the findings. The goal is to clearly communicate the research results and insights to the client to inform their decision-making.
This document discusses marketing research and its key steps and methods. Marketing research involves collecting, analyzing and communicating information to make informed marketing decisions. There are 5 key steps in marketing research: 1) define the problem, 2) collect data, 3) analyze and interpret data, 4) reach a conclusion, 5) implement the research. Common data collection methods include interviews, surveys, observations, and experiments. The data is then analyzed using statistical techniques like frequency, percentages, and means to interpret the findings and their implications for marketing decisions.
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Public expenditure has increasingly grown over time to fulfill three main roles: protecting society, protecting individuals, and funding public works. The growth can be attributed to several causes like increased income, welfare state ideology, effects of war, increased resources and ability to finance expenditures, inflation, and effects of democracy, socialism, and development. There are also canons that govern public spending like benefits, economy, and approval by authorities. The effects of public expenditure include impacts on consumption, production through efficiency, incentives and allocation, and distribution of resources.
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This document provides an introduction to macroeconomics. It defines macroeconomics as the study of national economies and the policies that governments use to affect economic performance. It discusses key issues macroeconomists address such as economic growth, business cycles, unemployment, inflation, international trade, and macroeconomic policies. It also outlines different macroeconomic theories including classical, Keynesian, and unified approaches.
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Bjmc i-i, met, unit-iv, media economics - olympics and television
1. MEDIA ECONOMICS- OLYMPICS AND TELEVISION
Since their first telecast in 1960, the Olympic games have enjoyed
a mutually beneficial relationship with television. TV has
popularized the event to the point that the global audience is
now estimated at one billion viewers. Over the years,however,
American television networks have become mired in a highstakes
bidding war for broadcast rights. The stiff competition
has kept rights fees inordinately expensive and, as a result,
America contributes much more money than any other country
to support the Olympics. In 1996, the Summer games in
Atlanta were priced at $456 million, a figure that did not include
the cost of the production itself, which has been estimated at
another $150 million. All of the Western European nations
combined paid $250 million in fees for the same games.
It can also be argued that network coverage of the games has
expanded to the point of excess in the attempts to recoup
spiraling costs by selling more commercial time. Nevertheless,
the ratings, advertising revenue, and prestige associated with
broadcasting the games have established the Olympic rights as
among the most coveted and expensive in all of television.
Simultaneously, the International Olympics Committee (IOC)
has become increasingly dependent on income derived from
American television. Even the scheduling of the games has
been changed, in part, to accommodate the U.S. media. In 1994,
the IOC adopted a two-year staggered schedule; the Winter
Olympics in Lillehammer were followed by the 1996 Summer
games in Atlanta. This eased the strain on corporations who
were beginning to find the price of quality Olympic advertising
prohibitive. At hundreds of thousands of dollars for a thirtysecond
spot, or hundreds of millions for a sponsorship
package,neither the Committee nor the networks could afford
to lose these clients. Spacing the Summer and Winter Olympics
two years apart thus allowed sponsors to spread out their costs
and also to invest in more high-profile packages. The revised
schedule also granted the IOC more time to effectively allocate
the revenue.
The conditions now surrounding the televised contests derive
from increased attention to the Olympics that began in the late
1960s. The games first attracted a significant television audience
during the 1968 Summer games when Roone Arledge was at
the helm of ABC Sports. The combination of his in-depth,
personalized approach to sports broadcasting (embodied by
ABC’s Wide World of Sports) and the technological advances in
the field, such as satellite feeds and videotape, set the standard
for Olympic telecasts. Utilizing inventive graphics and personal
profiles of the athletes, Arledge slated forty-four hours of
coverage,three times as many hours as the previous Summer
games. He packaged a dramatic, exciting miniseries for the
television audience and successive producers have continued to
expand on his model.
Munich Olympics
The 1972 Summer Olympics in Munich, West Germany showed
further growth in costs and coverage. However,the drama of
2. the games was overshadowed by the grisly murder of eleven
Israeli athletes at the hands of Palestinian terrorists. Viewers
watched in horror as the events of the 5th and 6th September
massacre unfolded, and television turned into an international
forum for the extremist politics of the Black September
Organization. This event provided the single worst tragedy in
the history of sports broadcasting.
The Olympics have also given television sports some of its
most glorious moments and endearing heroes. Few will ever
forget the U.S. hockey team’s thrilling victory over the Soviets in
1980, Nadia Comenici’s perfect performances,or the dedication
and perseverence of athletes like Mark Spitz, Carl Lewis and
Dan Janssen. Typically, the top American athletes become media
celebrities, winning lucrative endorsement and commercial deals
along with their medals.
Aside from catapulting the athletes to media stardom, the
Olympic games are a ratings boon for their host network.
Customarily, that network captures 50% of the television
audience each night for the two-and-a-half weeks of the
Olympic telecast. Furthermore, this habitual pattern establishes
a relationship between the viewers and the network which
translates into increased ratings for regularly scheduled programming.
This springboard into the new season,along with the
hefty sums commanded by Olympic advertising time are the
reasons that the broadcast rights are so sought after and so
expensive.
Possibly, however, the situation has gotten out of control. For
example, the Squaw Valley games in 1960 cost CBS only $50,000
in rights fees. Twenty years later, NBC bid an astonishing $87
million for the 1980 summer games in Moscow. This price was
almost four times the fee for the previous summer rights.
Unfortunately for NBC,the U.S. boycott of the games destroyed
hopes of a windfall and sabotaged the scheduled 150
hours of planned coverage. Still, rights fees have continued to
climb. The Summer broadcast rights almost tripled from 1980
to 1984 ($87 million to $225 million) and both Winter and
Summer rights have gone for $300 million or more since 1988.
Traditionally, networks lose money on the Olympics. Bids are
made knowing that the result will be millions of dollars lost.
The games have become such an emotionally charged part of a
network’s inventory, however, that profit is no longer the chief
concern. Broadcasting the Olympics, much like broadcasting
professional sports, is more about network prestige than about
making sound business decisions.
These exploding costs have sent networks looking for alternative
strategies to ease the financial burden. In 1992, NBC made
an ill-fated attempt at utilizing pay-per-view subscriptions. The “Olympic Triplecast” was organized in conjunction with
Cablevision and intended to sell packages of commercial-free,
extensive programming. The plan was a failure, mainly due to
viewers’ reluctance to pay to see some events when network
coverage of others was free of charge.
CBS has had more success in reducing their outlay by joining
forces with TNT (Turner Network Television). The Winter
Olympics of 1992 began the collaboration between the two
3. networks which gave TNT 50 hours of programming in
exchange for $50 million towards rights fees. The arrangement
was so successfulthat it was renewed in 1994 for the
Lillehammer games. The sharing of broadcast duties and costs
seems to hold a promising future for both the quality and cost
of Olympic coverage.
Sponsorship in India picked up from late eighties. This
expansion was caused by a number of real constraints facing
advertisers, but it quickly became very fashionable. Earlier it
signified a situation of uncertainty for advertisers, which slowly
turned into opportunity offering greater opportunities for their
communication policy. Now sponsorship has become the magic
communication potion and every one is using it without
understanding it. The basic conclusion to be drawn from this
article is that sponsorship is a complementary, non-substitutive
alternative to traditional media, and should be addressed within
the overall communication strategy of the sponsoring company.
Weather it is effective or not will depend on how the different
variables are selected.
Why Sponsorship has Grown
The increasingly prohibited cost of media advertising and the
growing in difference from the public to traditional communication
techniques; leads to a decreasing efficiency of media
advertising. Which makes
- Media look for new events to pay attention to
-Companies look for alternate ways to communicate with their
target groups and a marriage of these interests quite often
results in a sponsorship
Sponsorship a Growth Market
Nowadays it is difficult to think of a Cricket organization,
Cricket club, team, federation or committee that does not have a
(number of) sponsor(s).
The sponsorship market is a seller’s market but even now it has
not gotten the professional approach into it. Most of the time
they are selling wrong product to the wrong person. They were
only selling and not marketing their product. and more often
then not they did have the faintest idea about what the buyer
expects from the sponsorship, the product on sale. Many
potential sponsored body still do not know how to deal with
sponsors, how to approach them; they do not understand what
information the potential sponsor needs to take a decision.
A typical letter sent to a potential sponsor will nearly always
contain a description of the activity to be sponsored, immediately
followed by: either
A description of the reasons why the sponsor is being looked
for,
or
A description of the reasons why the one to be sponsored
thinks the potential sponsor approached should sponsor.
In the second case a complete lack of understanding of the
needs of the potential sponsor is often apparent. The language
used is peppered with terms like:
4. But the information a potential sponsor really needs to take a
decision such as how many visitors, what media coverage, what
is the image and target group of the event’s nearly always
lacking.
Ever-increasing price of potential sponsorships, the general lack
of understanding of what realistically a sponsorship can achieve
for the sponsor, and the often disappointing results obtained
in reality, have all led to a situation in which the potential
sponsor is more critical about entering a sponsorship deal.
A Definition of Sponsorship
For most of the people the general concept /idea of sponsorship
is discerned as diffuse, vague and unclear. The meanings
attributed to sponsorship are multiple ambivalent, which adds
even more to its conceptual vagueness. So let us look at one of
the many definition of sponsorship: -
”Commercial sponsorship is (1) Buying and (2) Exploiting an
association with an event, a team, a group, etc.,for specific
marketing communication purposes.” Sponsorship is different
from advertising, for example, it is centered upon an activity
outside the company’s operation; it is a business agreement
built up on the basis of an event, a team,a personality, and/or
an organization; an association which will, it is hoped, benefit
both the sponsor and the sponsored body.
Sponsorship is different from advertising, sales promotion;
product PR, publicity, etc. but at the same time it requires close
cooperation with all of these marketing communication
elements in order to achieve proper exploitation.
Sponsorship Strategy
Sponsorship will be positive or negative depending on how it is
done in each specific case. Or,put another way,attitudes to
sponsorship cannot be generalized, and because of this it is
fundamental to pay carefulattention to the sponsorship
strategy. There should be a sponsorship strategy in which the
place of sponsorship in the marketing (communication) mixes
should be defined. Other important elements to be considered
while formulating the strategy are
general and how these relate to
other communication activities.
order to achieve the stated objectives.
-term (four-six) sponsorship
plan. These objectives/ strategies should not be changed after first
disappointment. Sponsorship asks for a long-term view
(continuity) and the will to make it a success (perseverance).
Exploitation makes an association become better known to the
target group: not only does the exploitation of sponsorship
goes beyond the responsibility and activities of the sponsorship
department, it actually requires that all sponsor activities are
actively integrated into the total marketing and marketing
communication. Mix; into a proper marketing (Communication)
plan. Exploitation therefor requires commitment, timely
5. planning and integration. All of these elements are the key
ingredients of a successfulsponsorship.
The Need for Objective Setting
What do companies look for in sponsorship? Not surprisingly
most surveys done in this area revelthe following objectives to
be high on the list:
a. To increase awareness
b. To improve image
Future Trends
Looking at the sponsorship scenario in the country and the way
it has moved in last few years,the following trend seems
emerging:
a. More events will be created keeping sponsorship in mind.
b. Increasing vertical integration between ‘events’,
‘organization’, and ‘media’ set up by ‘operators’ with interest
in all these elements.
c. More exciting events being ‘made’ suitable for sponsorship
with greater commercialization.
d. Growing professionalism within companies that are looking
for sponsorship opportunities
This will lead to
a. Better understanding of the nature of the phenomenon
‘sponsorship’
b. More realistic expectation and objectives about what a
sponsorship can mean for a sponsor
c. More realistic expectation and prices of sponsorship
contracts
d. Continuing but decelerating, growth of sponsorship.
e. In sports there will be trend away from the top 10 wellestablished
mass sports to newer ones
f. Sponsorship of the arts will continue to grow
g. Within companies below the line activities and sponsorship
activity will probably be merged into one activity/department
Highest Paid Sportsmen in the World
Tiger Woods is the world’s highest-paid athlete. He earned
$80.3 million last year,according to Forbes magazine’s “Celebrity
100” issue.
Woods was second overall on the Celebrity 100 power ranking
list, behind only actor-director Mel Gibson.
The list takes into account yearly earnings, press clippings,
magazine covers and Internet presence.
Formula One driver Michael Schumacher for the top spot on
Forbes’ list. The German racing star took home $80 million.
Michael Schumac
Tennis star Andre Agassimaybe be slipping from the high
standards he sets for himself on the court. But off the court he
remains an icon to many across the world.
The Las Vegas Showman had $28.2 million to show for all his
troubles last year.
References-
1. Baran and Davis; Mass Communication Theory; (2000); Thomas-Wadsworth
2. Fiske; Introduction to Communication Studies; (1982)
6. 3. Infante, Rance and Womack; Building Communication Theory, 2nd edition; (1993);
4. Berger; Media Analysis Techniques